Designing a Web-Based E-CRM System with Integrated Digital Promotion to Enhance Customer Loyalty in Bakery MSMEs
TL;DR
This study designs, builds, and tests a web-based Electronic Customer Relationship Management (e-CRM) system that integrates digital promotion instruments within a single application to support customer loyalty in a bakery MSME.
Abstract
Micro, small, and medium enterprises (MSMEs) in the culinary sector depend increasingly on customer retention for business continuity. Records from Azka Bakery for 2025 show that monthly customers grew from 100 to 160, while the retention rate fell from 60% to 56%. This study designs, builds, and tests a web-based Electronic Customer Relationship Management (e-CRM) system that integrates digital promotion instruments within a single application to support customer loyalty in a bakery MSME. The study follows a seven-stage design-oriented research procedure, from problem identification to implementation, with qualitative data obtained through an owner interview, field observation, and sales records. The system was modelled using the Unified Modeling Language and an entity relationship diagram, then implemented in PHP and MySQL. The resulting artefact serves three user roles and rests on thirteen database tables supporting customer registration, transaction history, coupons, loyalty points, product reviews, live chat, and promotional notifications. Black-box testing of sixteen test cases across seven core functions showed 100% conformance with the specification, confirming functional feasibility. The contribution lies in unifying digital promotion instruments within one e-CRM artefact replicable by comparable small enterprises. Its effect on customer loyalty remains to be measured after implementation.