IMPLEMENTASI CUSTOMER RETENTION MARKETING (CRM) PADA PT. GLOBAL MULTISARANA SEJAHTERA DALAM MENANGANI KELUHAN PELANGGAN PADA TAHUN 2023

UTARI, DWINDA NISSA (2024) IMPLEMENTASI CUSTOMER RETENTION MARKETING (CRM) PADA PT. GLOBAL MULTISARANA SEJAHTERA DALAM MENANGANI KELUHAN PELANGGAN PADA TAHUN 2023. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana implementasi Customer Retention Marketing (CRM) pada PT. Global Multisarana Sejahtera dalam menangani keluhan pelanggan pada tahun 2023. Customer Retention Marketing (CRM) berfokus pada pelayanan yang diberikan kepada pelanggan dalam menangani keluhan dengan memberikan solusi yang baik kepada pelanggan, maupun solusi dalam menangani keluhan secara efektif sebagai kunci keberhasilan perusahaan dalam mempertahankan pelanggan dan menjaga pertumbuhan bisnis. Metode yang digunakan dalam penelitian ini adalah jenis penelitian kualitatif. Teknik pengumpulan data melalui wawancara mendalam dan dokumentasi. Kemudian hasil penelitian disajikan dalam bentuk deskriptif. Peneliti menyajikan gambaran maupun uraian mengenai implementasi Customer Retention Marketing (CRM) Pada PT. Global Multisarana Sejahtera dalam menangani keluhan pelanggan. Berdasarkan hasil penelitian ini, menggunakan teori implementasi Customer Retention Marketing (CRM) sebagai suatu konsep yang dibutuhkan untuk mengidentifikasikan, mendapatkan dan mempertahankan pelanggan yang sudah ada. Terdapat 6 tahapan dalam Implementasi Customer Retention Marketing (CRM): A Welcome Strategy (Strategi Sambutan), Reliability (Keandalan), Responsiveness (Responsif), Recognition (Pencegahan), Personalization (Personalisasi), Access Strategy (Strategi Akses). Melalui penelitian yang dilakukan dapat disimpulkan bahwa PT. Global Multisarana Sejahtera menerapkan ke enam tahapan tersebut dalam proses penanganan keluhan pelanggannya, berupaya dalam mempertahankan pelanggan dan memperkuat hubungan pelanggan. This research aims to find out how to implement Customer Retention Marketing (CRM) at PT. Global Multisarana Sejahtera in handling customer complaints in 2023. Customer Retention Marketing (CRM) focuses on the services provided to customers in handling complaints by providing good solutions to customers, as well as solutions in handling complaints effectively as the key to the company's success in retaining customers and maintain business growth. The method used in this research is a type of qualitative research. Data collection techniques through in-depth interviews and documentation. Then the research results are presented in descriptive form. Researchers present an overview and description of the implementation of Customer Retention Marketing (CRM) at PT. Global Multisarana Sejahtera in handling customer complaints. Based on the results of this research, using the Customer Retention Marketing (CRM) implementation theory as a concept needed to identify, acquire and retain existing customers. There are 6 stages in the Implementation of Customer Retention Marketing (CRM): A Welcome Strategy, Reliability, Responsiveness, Recognition, Personalization, Access Strategy. Through the research conducted it can be concluded that PT. Global Multisarana Sejahtera has implemented these six stages in the process of handling customer complaints, making efforts to retain customers and strengthen customer relationships.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44319120029
Uncontrolled Keywords: Komunikasi Pemasaran, Customer Retention Marketing (CRM), Strategi, Pelanggan, Keluhan. Marketing Communications, Customer Retention Marketing (CRM), Strategy, Customers, Complaints
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
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: WIDYA AYU PUSPITA NINGRUM
Date Deposited: 01 Oct 2024 03:06
Last Modified: 01 Oct 2024 03:06
URI: http://repository.mercubuana.ac.id/id/eprint/91972

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