The Impact of Customer Relationship Management (CRM) on Customer Loyalty Moderated by Customer Satisfaction (Case Study of Spotify Wrapped as CRM Across Spotify Users in Southeast Asia)

Abstract. In the competitive music streaming landscape of Southeast Asia, fostering user loyalty is vital. This study analyzes the impact of Customer Relationship Management (CRM) specifically the Spotify Wrapped feature on customer loyalty, with customer satisfaction as a moderating variable among 125 Spotify users across Southeast Asia. Using a quantitative approach with online questionnaires and statistical analysis (Jamovi), results reveal that CRM initiatives like Spotify Wrapped significantly enhance customer. Customer satisfaction also has a direct positive effect but does not significantly moderate the CRM to loyalty relationship. Findings emphasize the importance of personalized, data-driven CRM and highlight user satisfaction as a key direct factor in building loyalty for digital platforms. Abstrak. Dalam lanskap streaming musik yang kompetitif di Asia Tenggara, membangun loyalitas pengguna sangat penting. Studi ini menganalisis dampak Customer Relationship Management (CRM), khususnya fitur Spotify Wrapped, terhadap loyalitas pelanggan, dengan kepuasan pelanggan sebagai variabel moderator di antara 125 pengguna Spotify di seluruh Asia Tenggara. Menggunakan pendekatan kuantitatif dengan kuesioner online dan analisis statistik (Jamovi), hasil menunjukkan bahwa inisiatif CRM seperti Spotify Wrapped secara signifikan meningkatkan loyalitas pelanggan. Kepuasan pelanggan juga memiliki efek positif langsung, tetapi tidak secara signifikan memoderasi hubungan antara CRM dan loyalitas. Temuan ini menekankan pentingnya CRM yang dipersonalisasi dan berbasis data, serta menyoroti kepuasan pengguna sebagai faktor langsung kunci dalam membangun loyalitas untuk platform digital.