Leveraging Customer Relationship Management (CRM) for Stimulating Cyberpreneurship in Malaysia

Customer relationship management (CRM) is frequently referred to as technological systems. Companies assist in griping external customer engagement at all customer life cycle stages, from discovery to education, purchase, and post-purchase. Social media is one approach of CRM that companies can adopt to trends that benefit their bottom line. However, the lack of current studies concerns CRM research. This study determines the roles of CRM in stimulating cyberpreneurship in Malaysia by determining the nexus between pricing strategy, quality assurance, customer engagement, purchase intention, and CRM. Quantitative research methods were used to collect empirical data from 340 selected online shoppers through purposive sampling techniques. Data were collected through questionnaires and initially analyzed descriptive statistics, validity, reliability, and normality test using IBM SPSS Statistics. The study hypotheses were analyzed using multiple linear regression, which confirmed that pricing strategy, assurance, customer engagement, and purchase intention directly affect customer relationship management. By examining the relationship between CRM and these digital marketing factors, the study provides insights into how cyberpreneurs can leverage CRM tools and strategies to enhance their online business activities. The findings can help cyberpreneurs understand the importance of implementing CRM systems, optimizing sales and marketing efforts, and improving customer retention in digital entrepreneurship. Therefore, this study contributes to understanding how CRM can support and drive cyberpreneurship endeavors in the digital marketplace