Co-Creation & Retensi Pelanggan dalam Bangunan Strategi Kemitraan Virtual

Muhammad Baehaqi (Sekolah Tinggi Ilmu Ekonomi Putra Bangsa)

Fokus Bisnis
Vol 19 No 2 (2020): Fokus Bisnis

In the turbulence of the marketing environment, customer-company relationships are faced with increasingly transparent collaborative mechanisms. A collaborative network of customer-company interfaces was formed as a result of the development of access, media, and developing technology. In the customer relationship management model, customer involvement through co-creation becomes the dominant paradigm that shapes customer value. The more customers are involved in determining the expected value, the more customers feel the satisfaction that has implications for company loyalty and ability. Customer retention is a part of it, which can be a trigger and mediation for the creation of customer commitment and loyalty.