Driving Sustainable Business Growth through Digital Customer Relationship Management: The Mediating Role of Customer Satisfaction in an Indonesian Traditional Food SMEs

Marina Gloria Ronaully Gultom; Risca Fleureta Hudiyono

doi:10.2991/978-2-38476-620-8_18

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Driving Sustainable Business Growth through Digital Customer Relationship Management: The Mediating Role of Customer Satisfaction in an Indonesian Traditional Food SMEs

Authors

Marina Gloria Ronaully Gultom¹, Risca Fleureta Hudiyono¹^{, *}

¹Department of Applied Administration and Business, Vocational Education Program, Universitas Indonesia, Depok, Indonesia

^*Corresponding author. Email: riscafleureta@ui.ac.id

Corresponding Author

Risca Fleureta Hudiyono

Available Online 23 October 2026.

DOI: 10.2991/978-2-38476-620-8_18 How to use a DOI?
Keywords: Digital Customer Relationship Management; Customer Loyalty; Customer Satisfaction; Sustainable Business Growth; PLS-SEM
Abstract: Customer Relationship Management (CRM) is critical in maintaining competitive advantage; however, many micro, small, and medium-sized enterprises (MSMEs) lack digital systems for their customer relationship management. The current research explores the effect of digital CRM on customer loyalty in Thingkue, an Indonesian traditional food MSME, with customer satisfaction as a mediating factor. Based on the analysis using Partial Least Square-Structural Equation Modeling (PLS-SEM) on 130 customers, it was found that digital CRM had a significant effect on customer loyalty, both directly and indirectly via the mediating role of customer satisfaction. Digital CRM builds up repeat purchase and retention to transform satisfaction into loyalty.
Copyright: © 2026 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 8th International Conference of Vocational Education, Applied Science and Technology (ICVEAST 2026)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 23 October 2026
ISBN: 978-2-38476-620-8
ISSN: 2352-5398
DOI: 10.2991/978-2-38476-620-8_18 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Marina Gloria Ronaully Gultom
AU  - Risca Fleureta Hudiyono
PY  - 2026
DA  - 2026/10/23
TI  - Driving Sustainable Business Growth through Digital Customer Relationship Management: The Mediating Role of Customer Satisfaction in an Indonesian Traditional Food SMEs
BT  - Proceedings of the 8th International Conference of Vocational Education, Applied Science and Technology (ICVEAST 2026)
PB  - Atlantis Press
SP  - 224
EP  - 235
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-620-8_18
DO  - 10.2991/978-2-38476-620-8_18
ID  - Gultom2026
ER  -

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