The Influence of Electronic Customer Relationship Management (E-CRM) in the Concert Industry on Intention to Use Digital Ticketing System

Abstract

This research aims to analyze the influence of Electronic Customer Relationship Management (E-CRM) on consumers' intention to use digital ticketing system in the concert industry. An antecedent variable, E-CRM, consists of three main components: customized products/services, alternative payment modes, and problem solving, which are examined in relation to customers' behavioral intention to use the digital concert ticketing system. Additionally, the study investigates three moderating variables: discount framing, ticket scarcity, and trust in digital ticketing platforms, to analyze their effect on the relationship between E-CRM implementation and the intention to use digital ticketing system. This study employs quantitative research methodology, collecting data through an online questionnaire from a sample of 400 respondents who have previously purchased or who are likely to purchase the online concert tickets (E-Tickets). Data analysis was conducted using simple regression and moderation analysis to test the hypotheses. The findings reveal that Electronic Customer Relationship Management significantly influences the intention to use digital concert ticketing systems at a statistical significance level of 0.01. However, none of the moderating variables demonstrated a significant effect on this relationship. The research results provide guidelines to design effective electronic customer relationship systems that increase digital ticket bookings, enabling the entertainment service industry to develop closer, long-term relationships with customers.