THE EFFECTS OF COVID-19 ON DIGITAL MARKETING, CUSTOMER RELATIONSHIP MANAGEMENT, AND BUSINESS PERFORMANCE

Authors

  • Ni Nyoman Kerti Yasa Management Study Program, Faculty of Economic and Business, Udayana University, Bali, Indonesia
  • Ni Wayan Ekawati Management Study Program, Faculty of Economic and Business, Udayana University, Bali, Indonesia
  • Putu Laksmita Dewi Rahmayanti Faculty of Economic, Business and Tourism, University of Hindu Indonesia, Bali, Indonesia

Keywords:

business performance, COVID-19, customer relationship management, digital marketing

Abstract

The study aims to build a new model on the relationship between COVID-19 and digital marketing, Customer Relationship Management (CRM), and business performance. This is a conceptual study based on the results of empirical studies which investigate the COVID-19 variable on business performance mediated by digital marketing and CRM. The results of the study show that the COVID-19 pandemic has a negative impact on business performance. This incidence can be resolved if businesses can adapt by adopting digital marketing and building CRM. Hence, it is important for businesses today to adopt digital marketing and build CRM to improve business performance. In the future, it is also important to start to strategize on digitalization in all business functions, namely digital finance, digital operations, and digital human resources

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Published

2021-10-31

How to Cite

Ni Nyoman, K. Y. ., Ni Wayan, N. W. E. ., & Putu Laksmita, D. R. (2021). THE EFFECTS OF COVID-19 ON DIGITAL MARKETING, CUSTOMER RELATIONSHIP MANAGEMENT, AND BUSINESS PERFORMANCE. Business Management and Entrepreneurship Academic Journal, 3(10), 1–10. Retrieved from https://cirdjournal.com/index.php/bmeaj/article/view/152

Issue

Vol. 3 No. 10 (2021): October - 2021

Section

Articles