STRATEGI CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN

Abstract

This study aims to find out the strategy of the Customer Relationship Marketing (CRM) toward the customers loyalty. The business that has been established since 2012 is the sculpturing service and located at Ngagel. The informants of this study were customers who have experienced in ordering the products at Yono Gravir in the last 5 months. The method of this study is qualitative. This study applies the purposive sampling method, that is diciding the participants with the certain criteria. The interviews are conducted to 10 informants in order to find out their experience in using the Yono Gravir services. Data collections were using interviews, observations as well as documentating interviews conducted with the structured questions for both owner and the customers of Yono Gravir Store. The result of this study indicates 3 dimensions of the Customer Relationship Marketing (CRM) which consists of the ahdered to communication and good service, and trust between seller and customers, promised time, and product warranty so that customers keep loyal. Hence, the strategy of the Customer Relationship Marketing at Yono Gravir Store is giving the best service, the good quality and the best result.
Keywords : customer relationship marketing (CRM), customers loyalty, communication, commitment, trust