Penerapan customer relationship management terhadap loyalitas pelanggan De'Tones = Implementation customer relationship management customer loyalty De'Tones

Maria, Feni (2013) Penerapan customer relationship management terhadap loyalitas pelanggan De'Tones = Implementation customer relationship management customer loyalty De'Tones. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada zaman sekarang, hiburan merupakan hal yang paling sering dicari oleh orang-orang untuk menghilangkan penat, jenuh, atau untuk mengisi waktu luang. Hiburan yang biasa dicari oleh orang-orang adalah hiburan yang menyenangkan, dapat bersosialisasi dengan orang lain, serta yang dapat sejenak melupakan kejenuhan yang ada. De’tones memberikan tawaran tempat yang nyaman, bersih, dan terjangkau untuk berkaraoke. Persaingan tempat karaoke memang ketat, oleh sebab itu, De’tones menerapkan customer relationship management agar tetap dapat menjalin atau menjaga hubungan dengan pelanggan untuk mendapatkan loyalitas pelanggan. Penulis menggunakan pendekatan kualitatif dengan menggunakan sumber data primer dan sekunder. Data primer berasal dari wawancara mendalam dan observasi, sedangkan data sekunder berasal dari studi kepustakaan dan dokumentasi. Penulis menjabarkan tahapan dari pelanggan menjadi pelanggan yang loyal yang di sebut siklus hidup pelanggan yang berasal dari Butttle. Siklus hidup pelanggan mempunyai beberapa tahapan yang terdiri dari suspek, prospek, first buyer, pelanggan berulang, klien, dan penganjur. Dari hasil penelitian, De’tones berhasil menerapkan customer relationship management untuk membentuk loyalitas pelanggan. Penulis menyarankan agar De’tones memiliki divisi Public Relations sendiri agar dapat lebih memaksimalkan fungsi dan peranan Public Relations di dalam sebuah perusahaan. / In the current era, entertainment is the most frequently sought after by people to relieve tired, bored, or for leisure. Regular entertainment sought by the people is fun entertainment, can socialize with other people, and who can forget for a moment that there is saturation. De'tones provide offer a comfortable, clean, and affordable price for karaoke. A karaoke place competition is tight, therefore, De'tones implement customer relationship management in order to remain able to establish or maintain relationships with customers to gain customer loyalty. The author uses a qualitative approach using primary and secondary data sources. Primary data derived from in-depth interviews and observation, while the secondary data derived from the study of literature and documentation. Author describes the stages of the customer into a loyal customer, called the customer life cycle from Buttle. Customer life cycle has several stages that consist of a suspect, prospect, first buyer, repeat customers, clients, and advocate. From the research, De'tones successfully implement customer relationship management to create customer loyalty. The author suggests that De'tones has its own Public Relations division in order to further maximize the function and role of Public Relations in a company.

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