Building Customer Loyalty Through Customer Relationships Management (Study on Family-Owned Palembang Songket Business Data)

UNIVERSITAS BINA DARMA, UNIVERSITAS BINA DARMA (2022) Building Customer Loyalty Through Customer Relationships Management (Study on Family-Owned Palembang Songket Business Data). Building Customer Loyalty Through Customer Relationships Management (Study on Family-Owned Palembang Songket Business Data).

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Abstract

. It can not be denied that customer satisfaction is a goal of business. When customers are satisfied, they will be loyal to our products. Customer loyalty will greatly help business marketing. Palembang songket business is mostly managed by the family, thus becoming a family business for generations. This business only focuses on selling songket, but ignores their personal relationships with customers. Rarely do they maintain relationships with customers, they do not even have complete data with customers, but efforts to maintain customers need to be done so that the songket business does not die in this era. This study wants to know and analyze the effect of CRM on customer loyalty. Multiple regression method has been used to measure the influence of three independent variables on a dependent variable. The results of the discussion found that one to one marketing variables have no effect on customer loyalty compared to two other independent variables. This is because the one to one marketing variables still utilize the promotion of personal selling, because according to them it can only be done this medium. In addition to low cost, the success rate is also quite high. This can be seen from customers who remain loyal using their songket.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mr Edi Surya Negara
Date Deposited: 16 Jun 2022 01:28
Last Modified: 16 Jun 2022 01:28
URI: http://eprints.binadarma.ac.id/id/eprint/11101

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