Strategi customer relationship management Nanny's pavillon Alam Sutra dalam rangka membangun loyalitas pelanggan = Nanny's pavillon Alam Sutra's customer relationship management strategy in building customer's loyality

Kusuma, Ilona Wangsa (2014) Strategi customer relationship management Nanny's pavillon Alam Sutra dalam rangka membangun loyalitas pelanggan = Nanny's pavillon Alam Sutra's customer relationship management strategy in building customer's loyality. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kebutuhan manusia akan makanan merupakan kebutuhan utama yang pemenuhannya bersifat mutlak. Melihat akan pentingnya kebutuhan dasar tersebut, banyak pengusaha yang melihat kebutuhan ini sebagai sebuah peluang bisnis yang diwujudkan dalam bentuk restoran. Beberapa tahun terakhir ini, bisnis makanan dalam bentuk usaha restoran tersebut terus merajalela dan menimbulkan persaingan yang ketat. Dalam persaingannya, berbagai restoran berlomba untuk mendapakan pelanggan dan mempertahankan pelanggan tersebut. Untuk mencapai hal tersebut, restoran tersebut harus melakukan upaya untuk membangun hubungan yang baik dengan pelanggan dan dapat memenuhi kebutuhan serta memuaskan pelanggan. Penelitian ini membahas mengenai sebuah restoran ala Perancis-Amerika, yaitu Nanny’s Pavillon Alam Sutera dalam membangun loyalitas dengan pelanggannya melalui strategi customer relationship management yang dijalankan. Dalam penulisan Tugas Akhir ini, penulis menggunakan dasar tinjauan pustaka berdasarkan sumber utama yaitu buku “Customer Relationship Management” (Buttle, 2007), mengenai tingkatan loyalitas berdasarkan buku “Customer Loyalty” (Griffin, 2005), serta “Strategic Planning for Public Relations” (Ronald D.Smith, 2009). Penulis menggunakan metode penelitian studi kasus dengan jenis penelitian deskriptif kualitatif dan dalam pengumpulan data, peneliti mendapatkan informasi dengan melakukan wawancara mendalam kepada informan kunci dan informan. Penulis juga melakukan observasi lapangan dan penelusuran pada dokumen sekunder untuk melengkapi data yang dibutuhkan. Hasil penelitian ini menunjukkan bahwa strategi customer relationsip management yang dilakukan oleh Nanny’s Pavillon Alam Sutera telah berhasil ditempuh berdasarkan konsep-konsep penyusunan strategi public relations yang diungkapkan oleh Ronald D. Smith (2009), consumer value ladder oleh Francis Buttle (2007) dan jenis loyalitas berdasarkan Griffin Jill (2005)/As human being, we indeed need some of resources. Foods are our prime resource that we need to fulfill and it is an absolute one. As this basic need went to priority, entrepreneurs see this chances as a gold rush in investing credits into eatery culture. In these following seasons, culinary businesses, such as cafés and restaurants, are growing in rapid movement competition and it’s a tight one. In this kind of game, players are raced with their skills and strategy to get loyal customers and maintain their loyalty at all causes. To achieve that kind of vision, a restaurant has to do some efforts to build a good relationship with customer, fulfill their needs and satisfied them. This research will take up a restaurant, which serve French-American dishes. Nanny’s Pavillon Alam Sutra have shared their customer relationship management strategy in building their customer’s loyalty. In this research, writer use “Customer Relationship Management” (Buttle, 2007) as a literature review book, “Customer Loyalty” (Griffin, 2005) as the source of levels of loyalty, also “Strategic Planning for Public Relations” (Ronald D.Smith, 2009). Writer use a case study method with qualitative descriptive type of research. In gathering samples, writer retrieve these samples through a qualitative interview with key informant and informant. Writer does observe and search on secondary documents to complete needed information. At the end of this research, the output shows that customer relationship management strategy of Nanny’s Pavillon Alam Sutera have been obtained build upon Ronald D. Smith’s (2009) concepts of public relations strategy, Francis Buttle’s (2007) customer value ladder and types of loyalty by Griffin Jill (2005)

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