The impact of customer relationship management on customer loyalty in family business at PT. Angkasa Tour & Travel Medan

Komala, William (2019) The impact of customer relationship management on customer loyalty in family business at PT. Angkasa Tour & Travel Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The research is done to PT Angkasa Tour & Travel Medan. The company is engaged in ticket and travel service. The company should provide good product and service to customer in order to maintain and develop the business. It can be seen that there is decreasing of customer. This condition may imply indication of the decreasing of customer loyalty in the company. One of the factors that can decrease customer loyalty is customer relationship management. The company doesn’t focus in increasing relationship with customer. This research uses the theories about customer relationship management explanations and indicators as long as its impact on customer loyalty. The framework of this research is to find out the relationship between customer relationship management and customer loyalty. The methods used by the writer in this research is correlational and descriptive research. Data used in this research are primary data and secondary data. This research uses simple linear regression, hypothesis test and determination coefficient to know the impact of customer relationship management and customer loyalty. Based on research result, the correlation test was obtained 0.826 means that the relationship between customer relationship management and customer loyalty is strong, significant, and in straight direction. Some recommendations of this research that the company that with the existence of computerized technology (information technology), company should save consumer data which can be stored in a database along with the transaction behavior that it does. For example, if all customers stored data including date of birth and so forth.

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