The influence of customer relationship management and customer experience on customer loyalty in online fashion businesses in Thailand

Abstract

The rapid growth of e-commerce has intensified competition among online fashion businesses in Thailand, making customer retention and loyalty increasingly important. Customers can easily compare products, prices, promotions, and services across online sellers, creating a need for effective customer relationship management (CRM) and customer experience strategies. This study examined the levels of CRM, customer experience, and customer loyalty; compared customer loyalty across demographic characteristics; and investigated the effects of CRM and customer experience on customer loyalty. A quantitative cross-sectional survey was conducted with 400 consumers in Thailand who had purchased fashion products online. Data were collected using a structured questionnaire with five-point Likert-scale items and analyzed using descriptive statistics, one-way ANOVA, and multiple regression analysis. The findings showed that CRM, customer experience, and customer loyalty were at high levels, with overall mean scores of 3.96, 3.96, and 3.90, respectively. Customer loyalty differed significantly by age, education, and occupation, but not by gender. CRM significantly influenced customer loyalty, explaining 35.50% of its variance. Customer relationship, understanding customer expectations, and interactive communication management had significant positive effects, whereas customer follow-up was not significant. Customer experience significantly influenced customer loyalty, explaining 43.40% of its variance, with all four dimensions showing significant effects and product experience having the strongest effect. The findings indicate that online fashion businesses should strengthen customer relationships, understand customer expectations, enhance interactive communication, and improve product and purchasing experiences. Integrating effective CRM with a consistent and positive customer experience can strengthen customer loyalty, encourage repeat purchases, and support long-term competitiveness.