E-CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM)IN BUILDING CUSTOMER LOYALTY: EVIDENCE FROMZAKAT FUND INSTITUTIONS IN INDONESIA

The present study, which is based on the social exchange theory, consumer behavior theory, and theory of reason action, seeks to ascertain the effect of electronic customer relationship management on the attitudes of Muslim communities toward service consumption. Purposive sampling was used to acquire usable data from 742 respondents. SEM-based covariance analysis was performed using the Lisrel 8.80 statistical tool. The findings indicate that the electronic customer relationship management dimensions of pre-service, in-service, and post-service help Muslim communities develop confidence in e-zakat usage services, resulting in increased loyalty to pay zakat via electronic media. This research has ramifications for electronic zakat service providers, who must pay close attention to security and transparency to make it simpler for Muslim communities to conduct zakat transactions via e-zakat services. The research's authenticity and innovation stem from the moderating influence of religion on the effect of trust on e-zakat usage at Indonesia's Amil Zakat Institution (Zakat Fund Institution).