Strategi Customer Relationship Management (CRM) Dalam Meningkatkan Retensi Pelanggan Pada Bisnis Ritel Modern - Danisa Putri; Cahyaning Sasi R; Andini Pramudita; Saffa Nazira Auryke Skepy; Aura Carolina; Rusdi Hidayat (Business and Investment Review, 2026)
The increasingly competitive modern retail business requires companies to focus not only on customer acquisition but also on maintaining customer loyalty. Customer Relationship Management (CRM) is a crucial strategy for building long-term relationships through the use of customer data, personalized services, and the use of digital technologies such as big data and artificial intelligence. This study uses a literature review method by conducting a meta-synthesis of various research findings related to CRM in the retail sector. The study results show that CRM, implemented operationally, strategically, and analytically, can increase customer retention by enhancing customer satisfaction, loyalty, customer experience, and loyalty program effectiveness. Furthermore, the integration of technologies such as AI, omnichannel systems, and Customer Data Platforms (CDPs) has been shown to strengthen companies' ability to predict customer behavior and provide more personalized service. Thus, CRM is a strategy that not only strengthens customer relationships but also increases the competitiveness of modern retail companies amidst dynamic changes in consumer behavior. Abstrak Persaingan bisnis ritel modern yang semakin kompetitif menuntut perusahaan untuk tidak hanya berfokus pada akuisisi pelanggan, tetapi juga pada upaya mempertahankan pelanggan agar tetap loyal. Customer Relationship Management (CRM) menjadi strategi penting dalam menciptakan hubungan jangka panjang melalui pemanfaatan data pelanggan, personalisasi layanan, serta pemanfaatan teknologi digital seperti big data dan kecerdasan buatan. Penelitian ini menggunakan metode studi literatur dengan melakukan meta-sintesis terhadap berbagai hasil penelitian terkait CRM pada sektor ritel. Hasil kajian menunjukkan bahwa CRM yang diterapkan secara operasional, strategis, dan analitis mampu meningkatkan retensi pelanggan melalui peningkatan kepuasan, loyalitas, pengalaman pelanggan, serta efektivitas program loyalitas. Selain itu, integrasi teknologi seperti AI, omnichannel system, dan Customer Data Platform (CDP) terbukti memperkuat kemampuan perusahaan dalam memprediksi perilaku pelanggan dan memberikan layanan yang lebih personal. Dengan demikian, CRM menjadi strategi yang tidak hanya memperkuat hubungan pelanggan, tetapi juga meningkatkan daya saing perusahaan ritel modern di tengah perubahan perilaku konsumen yang dinamis. Kata kunci: Customer Relationship Management, Retensi Pelanggan, Ritel Modern