TRIANTO, DEDI (2019) CUSTOMER RELATIONSHIP MARKETING PT. REPEX PERDANA INTERNATIONAL (FEDEX EXPRESS) DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN TAHUN 2019. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Changes in the era and systems in the world of express deposit service providers which are offset by increasingly sophisticated technology development has led to high interest or the need for speed deposit service providers, high demand for speed deposit services has led to many competitors and intense competition among speed deposit service providers. This condition forces the company to approach the Customer Relationship Marketing strategy. This research was conducted to find out how the implementation of CRM carried out by PT. Repex Perdana International (FedEx Express) in maintaining customer loyalty. The concept of this study refers to the IDIC CRM process, namely Identification, Differentiation, Interaction and Customized of the Kotler and Keller concepts. This research uses a qualitative approach with descriptive type. The research method used was a case study by conducting in-depth interviews with the speakers. The results of this study discuss the implementation of CRM PT. Repex Perdana International (FedEx Express) through the IDIC process in sales and service. Increased loyalty because programs such as the Customer Satisfaction Survey Program, the VOC (Voice of Customer) Program, the Birthday Customer and Anniversary Corporate Program, and the Point Reward Program are run according to standardization and the Point Reward program as a reference to increase customer loyalty. This study concludes that the implementation of CRM is carried out using the concept of CRM through the IDIC process by conducting a Customer Satisfaction Survey Program, VOC (Voice of Customer) Program, Birthday Customer and Anniversary Corporate Program, and Point Reward Program conducted by the Marketing and Sales Division of PT. Repex Perdana International (FedEx Express). Keywords : Customer Relationship Marketing, Customer loyalty Perubahan jaman dan sistem pada dunia penyedia jasa titipan kilat yang diimbangi perkembangan teknologi yang semakin canggih menimbulkan tingginya minat atau kebutuhan penyedia jasa titipan kilat, tingginya permintaan jasa titipan kilat menimbulkan banyaknya kompetitor dan ketatnya persaingan diantara perusahaan penyedia jasa titipan kilat. Kondisi ini memaksa perusahaan untuk melakukan pendekatan strategi Customer Relationship Marketing. Penelitian yang dilakukan ini untuk mengetahui bagaimana implementasi CRM yang dilaksanan oleh PT. Repex Perdana International (FedEx Express) dalam mempertahankan loyalitas pelanggan. Konsep penelitian ini mengacu pada proses CRM IDIC yaitu Identification, Differentiation, Interaction dan Customized dari konsep Kotler dan Keller. Penelitian ini menggunakan pendekatan kualitatif dengan tipe deskriptif. Metode penelitian yang digunakan adalah studi kasus dengan melakukan wawancara mendalam kepada para narasumber. Hasil penelitian ini membahas mengenai pelaksanaan CRM PT. Repex Perdana International (FedEx Express) melalui proses IDIC dalam penjualan dan pelayanan. Peningkatan loyalitas karena program-program seperti Program Survey kepuasan pelanggan, Program VOC (Voice of Customer), Program Birthday Customer and Anniversary Corporate, dan Program Point Reward dijalankan sesuai standarisasi. Program Point Reward sebagai acuan untuk meningkatkan loyalitas pelanggan. Penelitian ini menyimpulkan pelaksanaan CRM yang dijalankan menggunakan konsep CRM melalui proses IDIC dengan melakukan Program Survey kepuasan pelanggan, Program VOC (Voice of Customer), Program Birthday Customer and Anniversary Corporate, dan Program Point Reward yang dikerjakan oleh Divisi Marketing and Sales PT. Repex Perdana International (FedEx Express). Kata kunci : Customer Relationship Marketing, Loyalitas Pelanggan
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