The Application of customer relationship marketing in the retail organization

NOSTRA, Yoseph Castella, Dr. Miranda A. Boorsma

2002 | Tesis | Magister Manajemen

The fact that customers can switch easily to other stores would encourage the retail organization to build the close relationship with the best customer CRM is an alternative strategy to develop long-term relationship with their best customers. The purpose of the thesis is to know how the customer relationship marketing is implemented successfully within the retail organization in which providing significant benefit to obtain customer loyalty To identify the application of CRM in retail organizations, the thesis has main question that should be answered by the researcher. how do the retail organization implement the successful customer relationship marketing strategy as a way to increase customer loyalty The secondary data study is the most suitable method to answer the research question This is the most preferable because researcher have not enough time to gather the primary data and the evidence that secondary data is available for answering the research questions Tesco deployed Club-Card Program, Custcmer Call Center, and Tesco Online Direct to increase the customer loyalty toward their stores. Sears developed Sears’ Best Customer Program to recognize its best customers and to proniote ongoing dialogue with high-vaiue customers They established Premier card, Call center, and Online shopping to increase the customer satisfaction and loyalty, and develop a two-way dialogue with their customers Amazon is totally serving their customer through Internet in the market space Amazoncom is doing online business to serve the needs of customers more privately Those programs have purposes to add value to their customers and make them loyal Through the loyalty card and Internet, those retailers started to make relationship with their customers From information gathered, retailers can implement it through their assortments and services The CRM implementation in the Tesco, Sears, and Amazon coin is developed to increase the customer loyalty From this thesis, we conclude that those retail organizations used several CRM programs to satisfy the needs of targeted markets as well as a unique competitive advantage that can not easily to duplicate We also provide recommendation about the application of CRM technology that require high capital investment, CRR4 pro,gram that should fit with the organization’s systems and culture, and for company that should find the correct way to measure how tight the relationship between company and their customers Key-ivorcis: Customer Relationship Marketing (CRM), Retail Organization, Customer Loyalty, Loyalty Card, and CRM Technology

Kata Kunci : Strategi Pemasaran,Loyalitas Konsumen