Customer Loyalty: A Case Study of Spotify

Abstract

The development of computer gadgets has changed the way we listen to music. This study examines the influence of electronic customer relationship management on customer loyalty. This research was conducted using a causal research framework that enabled the authors to understand a causal relationship between research variables. In this research, the authors attempted to (1) understand both independent and dependent variables in marketing phenomena, (2) examine the causal relationship between the two variables, and (3) test the causal relationship hypothesis. To this end, a survey was addressed to 30 the music streaming service Spotify. Data analysis was performed by means of SPSS 22. The result of data analysis shows that electronic customer relationship management has a significant influence on the loyalty of Spotify users. How we enjoy music has changed in a simpler way, marked by the emergence of several online streaming music players. As people get busier, music streaming services become very viable alternatives for music listeners. One of the biggest players in the music streaming industry is Sweden-based Spotify AB. Based on the results of this study, it is very important for Spotify to provide a good E-CRM to maintain the loyalty of its users, whose number is the biggest in the world.