CUSTOMER RELATIONSHIP MANAGEMENT: UPAYA PENCAPAIAN PROFITABILITAS JANGKA PANJANG

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ABSTRACT: The  rapidly  and  constantly  changing  business  environment  has forced  businesses  to  reconsider  their  strategies  in  maintaining  their customer  base.  Customers  nowadays  have  a  wide  array  of  product choices,  and  worst  –  they  are  becoming  increasingly  disloyal.  Such facts pose serious threats for some companies. For those who want to keep  their  customer  base,  an  integrated  approach  of  maintaining  and managing  customer  relationship  must  be  taken.  This  article  proposes an  integrated  framework  of  managing  relationship  with  customers. Database marketing, total quality philosophy, value chain integration, customer  service-oriented  culture,  and  strategic  human  resource management  must  be  implemented  comprehensively  to  provide customer  satisfaction  and  long-term  beneficial  relationship  which eventually will increase profitability.
Keywords: customer relationship management, relationship marketing, total  quality,  database  marketing  customer  satisfaction, long-term  relationship,  value  chain  integration, profitabilitas
Penulis: Rahayu Triastity
Kode Jurnal: jpmanajemendd100126
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