📄 Research Article
BMEAJ Vol. 3, No. 10 (2021)
THE EFFECTS OF COVID-19 ON DIGITAL MARKETING, CUSTOMER RELATIONSHIP MANAGEMENT, AND BUSINESS PERFORMANCE
Ni Nyoman Kerti Yasa 1 & Ni Wayan Ekawati 1 & Putu Laksmita Dewi Rahmayanti 2
1 Management Study Program, Faculty of Economic and Business, Udayana University, Bali, Indonesia
2 Faculty of Economic, Business and Tourism, University of Hindu Indonesia, Bali, Indonesia
2 Faculty of Economic, Business and Tourism, University of Hindu Indonesia, Bali, Indonesia
Open Access
Peer Reviewed
Research Article
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
Keywords:
business performance, COVID-19, customer relationship management, digital marketing
📑 How to Cite This Article
APA 7th Edition:
Ni Nyoman Kerti Yasa, Ni Wayan Ekawati, Putu Laksmita Dewi Rahmayanti (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. https://doi.org/
Ni Nyoman Kerti Yasa, Ni Wayan Ekawati, Putu Laksmita Dewi Rahmayanti (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. https://doi.org/
Vancouver Style:
Ni Nyoman Kerti Yasa, Ni Wayan Ekawati, Putu Laksmita Dewi Rahmayanti. THE EFFECTS OF COVID-19 ON DIGITAL MARKETING, CUSTOMER RELATIONSHIP MANAGEMENT, AND BUSINESS PERFORMANCE. Bus. Manag. Entrep. Acad. J.. 2021;3(10):1-10. DOI:
Ni Nyoman Kerti Yasa, Ni Wayan Ekawati, Putu Laksmita Dewi Rahmayanti. THE EFFECTS OF COVID-19 ON DIGITAL MARKETING, CUSTOMER RELATIONSHIP MANAGEMENT, AND BUSINESS PERFORMANCE. Bus. Manag. Entrep. Acad. J.. 2021;3(10):1-10. DOI:
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