UPAYA UNTUK MEMPERTAHANKAN DAN MENINGKATKAN LOYALITAS PELANGGAN PT ECOLAB INDONESIA DIVISI MAKANAN DAN MINUMAN DI JAWA TIMUR
| Main Authors: | , Budi Priantono, , Dr. Bernardinus Maria Purwanto, MBA., Ph.D. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/99665/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55927 |
Daftar Isi:
- Customer Relationship Management (CRM) has become an important part of company�s business strategy in order to retain company-customer relationship by focus on customer needs and satisfaction. This customer-centric approach is an proactive form of service that has a purpose to increase customer loyalty. Loyalty program is element of CRM strategy offered to build emotional bonding of customer with a brand. Hence, this program is designed not only to increase repeat order from customer but also to let them experience benefits that could not be provided by competitors. The objective of this research is to analyze customer loyalty using case study of PT. Ecolab Indonesia Food and Beverage Division. Sales and customers data were utilized to identify decrease in product sales that caused by costumers behavior switching to competitor�s products. Factors causing decrease in sales as well as loyalty program were further evaluated to improve CRM strategy. Five forces Porter Model used to analyze external factors that influence the business environment. Final purpose of this study is to give useful recommendation and strategies for PT. Ecolab Indonesia in order to increase customer loyalty.