Impact of CRM strategies on online purchase intention of women in apparel in new digital era: PLS-SEM approach

Abstract

In the quickly changing digital economy, customer relationship management (CRM) strategies are now essential for influencing consumer behavior, particularly for female consumers in the online apparel sector. In the current era of data-driven marketing, personalization, and digital transformation, this study investigates at how CRM techniques impact women's intentions to purchase for apparel online. The study examines the impact of key CRM strategies on female consumers' purchase intention, including safe and varied payment choices, customized checkout experiences, ethical branding and product guarantee, trust and data protection, and enhanced data visualization. Women are looking for more personalized experiences, convenience, and an emotional bond with businesses as e-commerce and mobile purchasing platforms gain popularity. This study explores the relation between the effectiveness of CRM strategies and the purchase intentions of a diverse sample of 598 female internet shoppers using a 5-point Likert scale method. Additionally, this study investigated the relationship between CRM strategies using PLS-SEM  using smart PLS and the statistical program for social science (SPSS) and purchase intention. The results show that the strategic application of CRM has a favourable influence on women's online shopping decisions in the modern era. In addition to offering apparel firms helpful advice on how to improve customer relations and increase online sales among women in the digital era, this study advances understanding of gender-specific marketing CRM techniques.