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All Journal International Journal of Economics, Business and Innovation Research
Albari Albari
Department of Management, Department of Management, Faculty of Business and Economics University of Islam Indonesia, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Customer Relationship Management (CRM) in Enhancing Customer Loyalty in the Construction and General Supplier Industries at PT. Sentra Karya Mandiri Devano Rizky Ardana Dermawan; Albari Albari
International Journal of Economics, Business and Innovation Research Vol. 5 No. 05 (2026): International Journal of Economics, Business and Innovation Research( IJEBIR)
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i05.6419

Abstract

This study investigates the implementation of Customer Relationship Management (CRM) and its role in fostering customer loyalty at PT Sentra Karya Mandiri, a business-to-business (B2B) construction and general supplier company characterized by long-term client relationships. Addressing the gap in understanding CRM practices within this sector, the research employs a qualitative case study approach. Primary data were collected through in-depth interviews with five informants the Marketing Manager, Sales Staff, and three regular clients (PT KAPM, PT AMNT, and PT AMMIN) supplemented by internal company documents, and analyzed using the interactive model by Miles, Huberman, and Saldaña. The findings reveal that CRM implementation encompasses operational, analytical, and collaborative dimensions, including proactive communication, customer need identification, project updates, complaint handling, and post-project relationship maintenance. These practices effectively shape positive customer experiences and satisfaction, thereby fostering long-term loyalty as evidenced by sustained contracts, repeat orders, and client referrals. However, the implementation faces internal challenges, particularly concerning optimal CRM system utilization, the establishment of clear business objectives and Key Performance Indicators (KPIs), and the seamless integration of CRM with existing company applications.
Co-Authors Devano Rizky Ardana Dermawan