PENERAPAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SEBAGAI UPAYA UNTUK MENINGKATKAN LOYALITAS PELANGGAN (Studi Kasus pada Bandung Sport Distro Malang) - Anatasha Onna Carissa (Fakultas Ilmu Administrasi Universitas Brawijaya, 2014)
The study says that Bandung Sport pursuing a strategy of Customer Relationship Management (CRM) through a series of processes that collect customer data, customer data analysis and target customer identification, program development Customer Relationship Management (CRM), and Implementation of Customer Relationship Management (CRM). The three CRM levels that done by Bandung Sport are CRM Strategic is the division of labor or perform a clear job description and work culture excelent service which discribe as senym, sapa, salam. On Operational CRM by segmenting the market more in teenagers and the automation of services that serve a purchase online and the contact center to handle customer complaints. As well as on Analytical CRM using the program Fashion Card to store customer data.The conclusion of this research is the application of Customer Relationship Management (CRM) Bandung Sport undertaken in an effort to increase customer loyalty has been well proved by the above process and the repurchase rate to reach 25% of total sales each month. Keywords: Customer Relationship Management (CRM), Loyalty, Customer Loyalty, CRM Strategic, CRM Operational, CRM Analitic Abstrak Hasil penelitian menyebutkan bahwa Bandung Sport melakukan strategi Customer Relationship Management (CRM) melalui serangkaian proses yaitu mengumpulkan data pelanggan, analisis data pelanggan dan identifikasi pelanggan sasaran, pengembangan program Customer Relationship Management (CRM), dan Implementasi Customer Relationship Management (CRM). Tiga tataran CRM yang dilakukan Bandung Sport adalah CRM Strategis dengan melalukan pembagian tugas atau job description yang jelas serta budaya kerja service excelent yaitu Senyum, Sapa, Salam. Pada CRM Operasional dengan melakukan segmentasi pasar yaitu lebih pada kalangan remaja dan adanya otomatisasi layanan yaitu melayani pembelian secara online dan adanya contact center untuk menangani keluhan pelanggan. Serta pada CRM Analitis dengan menggunakan program Fashion Card untuk menyimpan data pelanggan.Kesimpulan dari penelitian ini adalah penerapan Customer Relationship Management (CRM) yang dilakukan Bandung Sport sebagai upaya untuk meningkatkan loyalitas pelanggan sudah baik dibuktikan dengan serangakaian proses diatas dan adanya tingkat pembelian kembali mencapai 25% dari total penjualan setiap bulan. Kata Kunci : Customer Relationship Management (CRM), Loyalitas, Loyalitas Pelanggan, CRM Strategis,CRM Operasional, CRM Analits.