Wulandari, Anisa (2024) AKTIVITAS CUSTOMER RELATIONSHIP MANAGEMENT UNTUK MEMPERTAHANKAN PELANGGAN Studi Deskriptif pada Starbucks Coffee JiExpo Kemayoran Jakarta Tahun 2023. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
CRM is a theory that is widely used in the hospitality sector, one of which is Starbucks. The purpose of CRM is none other than retaining customers for the sake of company continuity. Implementing CRM at Starbucks JiExpo has special activities that are carried out to retain customers. In implementing CRM, interpersonal communication is not spared, which is the key to building good relationships. This research aims to find out how the implementation of Customer Relationship Management to retain customers at Starbucks JiExpo Kemayoran is carried out using several observation stages, namely activities, processes and CRM stages. These activities include Customer Service Commitment, Passion of Service, LATTE Model, Second Service and Coffee Talk. Then there are several processes in retaining customers at Starbucks JiExpo, namely Barista Greets Customer, Customer Places Order, Barista Calls Order to Bar, Conversation. And the last stage in CRM includes getting new customers (acquire), increasing customer value (Enchanted) and retaining customers. This type of research uses descriptive qualitative with a post positivism paradigm and data collection techniques using in-depth interviews with Store Managers, Shift Supervisors, Baristas and customers. Based on the results of the research, it shows that the implementation process carried out by the barista is in accordance with the applicable SOP to retain customers. CRM merupakan teori yang banyak di gunakan dalam bidang hospitality, salah satunya adalah Starbucks. Tujuan dari adanya CRM tidak lain adalah mempertahankan pelanggan demi kelangsungan perusahaan. Penerapan CRM di Starbucks JiExpo memiliki aktivitas khusus apa saja yang yang dilakukan untuk mempertahankan pelanggan. Dalam pelaksanaan CRM tidak luput dari komunikasi interpersonal yang merupakan kunci dalam membangun hubungan yang baik. Penelitian ini bertujuan untuk mengetahui bagaimana Implementasi Customer Relationship Management untuk mempertahankan pelanggan pada Starbucks JiExpo Kemayoran dilakukan dengan beberapan tahap pengamatan yaitu aktivitas, proses dan tahapan CRM. Aktivitas tersebut meliputi Customer Service Commitment, Passion of Service, LATTE Model, Second Service dan Coffee Talk. Kemudian ada beberapa proses dalam mempertahankan pelanggan di Starbucks JiExpo yaitu Barista Greets Customer, Customer Places Order, Barista Calls Order to Bar, Conversation, dan yang terakhir adalah tahapan dalam CRM meliputi mendapatkan pelanggan baru (acquire), meningkatkan nilai dari customer (Enchaned) dan mempertahankan customer. Jenis penelitian menggunakan deskriptif kualitatif dengan paradigma post positivisme dan teknik pengumpulan data menggunakan wawancara mendalam kepada Store Manager, Shift Supervisor, Barista dan pelanggan. Berdasarkan hasil dari penelitian menunjukkan bahwa, proses implementasi yang dilakukan oleh barista sudah sesuai dengan SOP yang berlaku untuk mempertahankan pelanggan.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44218120082 |
| Uncontrolled Keywords: | Customer Relationship Management, Public Relations, Customer, Service Customer Relationship Management, Public Relations, Pelanggan, Pelayanan |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | WIDYA AYU PUSPITA NINGRUM |
| Date Deposited: | 27 Aug 2024 04:18 |
| Last Modified: | 27 Aug 2024 04:18 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90767 |
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