Analisis Penerapan Strategi Customer Relationship Management (CRM) Perusahaan City Trans Utama pada Loyalitas Pelanggan
Abstract
Customer Relationship Management (CRM) merupakan strategi yang tepat untuk meningkatkan loyalitas pelanggan. Analisis ini bertujuan untuk mengetahui dampak penerapan strategi CRM pada City Trans Utama terhadap tingkat loyalitas pelanggan dalam jangka panjang dan bagaimana manajemen City Trans Utama mengevaluasi efektivitas strategi CRM dalam mencapai tujuan loyalitas pelanggan. Metode penelitian ini menggunakan metode kualitatif, dengan memperoleh informasi dari pihak manajemen dan karyawan City Trans Utama sehingga diperoleh hasil bahwa penerapan CRM pada perusahaan mempunyai dampak penting terhadap kelangsungan usaha dan perlu dilakukan evaluasi oleh pihak manajemen. untuk meningkatkan loyalitas pelanggan. Penerapan strategi CRM di City Trans Utama secara signifikan mempengaruhi tingkat keloyalan pelanggan dalam jangka panjang. Adanya interaksi yang lebih personal, peningkatan kepuasan pelanggan, dan program loyalitas yang efektif menjadi faktor kunci dalam membangun hubungan yang berkelanjutan antara perusahaan dan pelanggan.
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