<![CDATA[Increasing competition in the vehicle rental service industry requires companies to focus not only on acquiring new customers but also on retaining existing ones through sustainable relationship management. Customer Relationship Management (CRM) has become a strategic approach that enables organizations to establish long-term customer relationships by improving service quality, communication, and technology utilization. This study aims to analyze the implementation of Customer Relationship Management in developing customer loyalty at PT AS Mandiri by emphasizing the three core dimensions of CRM, namely people, process, and technology. A qualitative descriptive approach was employed. Data were collected through in-depth interviews, direct observation, and documentation involving the company owner, operational employees, and customers as research informants. The data were analyzed using data reduction, data display, and conclusion drawing supported by source and technique triangulation to ensure credibility. The findings reveal that the people dimension is reflected in friendly services, effective interpersonal communication, employee responsiveness, and professional conduct. The process dimension is implemented through a simple reservation system, prompt service delivery, effective complaint handling, and continuous post-service communication. Meanwhile, the technology dimension is supported by the utilization of WhatsApp, telephone communication, social media platforms, and customer data management to facilitate service interactions. The integration of these three dimensions enhances customer trust, satisfaction, repeat purchases, and positive word-of-mouth recommendations. This study demonstrates that a comprehensive CRM strategy plays a significant role in strengthening customer loyalty and improving the competitiveness of vehicle rental service providers.]]>
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