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The Role Of Customer Service Through Customer Relationship Management (CRM) To Increase Customer Loyalty And Good Image

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Abstract

This research background is a number of problems faced by the company can make a bad company image and reduced levels of consumer loyalty. To avoid harming the image of the company then the company must focus on service to consumers. Service to consumers is very important in increasing the satisfaction of its customers, due to the company customers is the most important asset in which consumers provide andilo is significant in the development of the company's reputation. The formulation of the problem in this research how does the role of customer service through Customer Relationship Management (CRM) to improve customer loyalty and good image at PT Sun Star Motor Blitar. This study aims to determine the role how customer service through Customer Relationship Management (CRM) to improve customer loyalty and good image at PT Sun Star Motor Blitar. This research method using this qualitative study, researchers used a paradigm Non Positivism / Naturalistic / Interpretative. Interpretative paradigm aims to understand the meaning of behavior, symbols, and phenomena by using sampling purposive sampling. Data Collection Techniques using interviews, documentation, observation. The results of this study that the role of customer service through Customer Relationship Management (CRM) to improve customer loyalty and good image in PT. Sun Star Motor Blitar very important. CRM activities conducted by PT Sun Star Motor Blitar; indentity, is a major first step in the implementation of CRM. Many things need to be identified by the company. Acquire namely customer service categorize consumers based on contributions made to the company as the number of consumer income, transactions regularly and duration become consumers. Different other services carried out by PT Sun Star Motor Blitar in awarding the prize. Personalized service is intended that the company is able to serve customers in accordance with the conditions and needs of the problem. Citra effect on some other aspects such as marketing, sales, loyalty, and several other aspects. Therefore, the image of the company should be kept positive because it will have a positive impact also for the company. The benefits of a positive image makes the public more appreciation, respect
INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 10, OCTOBER 2019 ISSN 2277-8616
2004
IJSTR©2019
www.ijstr.org
The Role Of Customer Service Through
Customer Relationship Management (CRM) To
Increase Customer Loyalty And Good Image
I Gede Juanamasta, Ni Made Nopita Wati, Erna Hendrawati, Wiwin Wahyuni, Mira Pramudianti, Nugrahini Susantinah Wisnujati,
Anindya Prastiwi Setiawati, Susetyorini Susetyorini, Umi Elan, Rusdiyanto Rusdiyanto, Denny Astanto, Bustanul Ulum, Susan
Novitasari Khadijah, Adrianto Trimarjono, Mochamad Syafii, Abdullah Mubarroq, Kristiningsih Kristiningsih, Rita Dwi Pratiwi, Veri
Veri, Lusy Tunik Muharlisiani, M Chairul Basrun Umanailo
Abstract: This research background is a number of problems faced by the company can make a bad company image and reduced levels of consumer
loyalty. To avoid harming the image of the company then the company must focus on service to consumers. Service to consumers is very important in
increasing the satisfaction of its customers, due to the company customers is the most important asset in which consumers provide andilo is significant
in the development of the company's reputation. The formulation of the problem in this research how does the role of customer service through
Customer Relationship Management (CRM) to improve customer loyalty and good image at PT Sun Star Motor Blitar. This study aims to determine the
role how customer service through Customer Relationship Management (CRM) to improve customer loyalty and good image at PT Sun Star Motor Blitar.
This research method using this qualitative study, researchers used a paradigm Non Positivism / Naturalistic / Interpretative. Interpretative paradigm
aims to understand the meaning of behavior, symbols, and phenomena by using sampling purposive sampling. Data Collection Techniques using
interviews, documentation, observation. The results of this study that the role of customer service through Customer Relationship Management (CRM) to
improve customer loyalty and good image in PT. Sun Star Motor Blitar very important. CRM activities conducted by PT Sun Star Motor Blitar; indentity, is
a major first step in the implementation of CRM. Many things need to be identified by the company. Acquire namely customer service categorize
consumers based on contributions made to the company as the number of consumer income, transactions regularly and duration become consumers.
Different other services carried out by PT Sun Star Motor Blitar in awarding the prize. Personalized service is intended that the company is able to serve
customers in accordance with the conditions and needs of the problem. Citra effect on some other aspects such as marketing, sales, loyalty, and several
other aspects. Therefore, the image of the company should be kept positive because it will have a positive impact also for the company. The benefits of a
positive image makes the public more appreciation, respect
Keywords: costumer, loyalty, image, management, role
————————————————————
1 INTRODUCTION
Currently in Indonesia, more and more companies or financial
institutions that have sprung up today with the advantages of
each product company that offers a tempting consumers. The
businesses are competing seeks to meet the needs, desires and
expectations of consumers so that the producers can ensure
that customers remain loyal despite changes in consumer
tastes and the changes that occur in the environment around.
The achievement of customer satisfaction and loyalty cannot
be separated from the quality of service that is provided[1].
Therefore, the service sector as well as other sectors should be
able to provide personalized in every ministry so that it can
win the market. One of the things that must be considered by
any organization or business entity is a service improvement
that will impact the business improvement work. With
effective communication, the company is able to maintain
good relations and harmony with consumers. Customer
Service is one of the important activities carried out by the
bank because it involves the future course of the company[2].
The role of Customer Service in order to create customer
loyalty by providing quality service to its customers is to
implement a CRM (Customer Relationship Management)[3].
Because in the business industry, the implementation of CRM
in establishing communication with the customer is deemed
very effective in delivering services to its customers. This can
be the basis of acquiring new customers, care, maintaining and
developing customer[4]. Many problems faced by the
company can make a bad company image and reduced levels
of consumer loyalty[5]. To avoid harming the image of the
company then the company must focus on service to
consumers. Service to consumers is very important in
increasing the satisfaction of its customers, due to the
company customers is the most important asset in which
consumers provide andilo is significant in the development of
the company's reputation. Dissatisfaction given by customer
————————————————
I Gede Juanamasta, STIKes Wira Medika Bali, Indonesia. Email: juana.masta.90@gmail.com
Ni Made Nopita Wati, STIKes Wira Medika Bali, Indonesia . Email: ners.pita@gmail.com
Erna Hendrawati, Universitas Wijaya Kusuma Surabaya, Indonesia. Email:
hendrawati@uwks.ac.id
Wiwin Wahyuni, Universitas Wijaya Kusuma Surabaya, Indonesia. Email:
wiwindari2015@gmail.com
Mira Pramudianti, Universitas Wijaya Kusuma Surabaya, Indonesia. Email:
mirapramudianti@yahoo.com
Nugrahini Susantinah Wisnujati, Universitas Wijaya Kusuma Surabaya, Indonesia. Email:
wisnujatinugrahini@uwks.ac.id
Anindya Prastiwi Setiawati, Universitas Yos Sudarso Surabaya, Indonesia. Email:
anindya.prastiwi@gmail.com
Susetyorini Susetyorini, Universitas Gresik, Indonesia. Email: umi.elan1@gmail.com
Umi Elan, Universitas Gresik, Indonesia. Email: umi.elan1@gmail.com
Rusdiyanto Rusdiyanto, Airlangga University, Indonesia. Email: rusdiyanto.se.m.ak-
2017@feb.unair.ac.id
Denny Astanto, Universitas Gresik, Indonesia. Email: denny.asdamai@gmail.comm
Bustanul Ulum, Universitas Gresik, Indonesia. Email: ubustanul@yahoo.com
Susan Novitasari Khadijah, Universitas Gresik, Indonesia. Email:
susan.novitasari@gmail.com
Adrianto Trimarjono, Universitas Wijaya Kusuma Surabaya, Indonesia.
adriantotrimajono@uwks.ac.id
Mochamad Syafii, Universitas Gresik, Indonesia. Email: syafiimochamad87@gmail.com
Abdullah Mubarroq, Universitas Gresik, Indonesia. Email: milan_barok@yahoo.co.id
Kristiningsih Kristiningsih, Universitas Wijaya Kusuma Surabaya, Indonesia. Email:
kristiningsih@uwks.ac.id
Rita Dwi Pratiwi, Stikes Widya Dharma Husada Tangerang, Indonesia. Email:
ritadwipratiwi@wdh.ac.id
Veri Veri, Stikes Widya Dharma Husada Tangerang, Indonesia. Email:
stefenveri060991@wdh.ac.id
Lusy Tunik Muharlisiani, Universitas Wijaya Kusuma Surabaya, Indonesia. Email:
lusy.18007@mhs.unesa.ac.id
M Chairul Basrun Umanailo, Department of Agricultural and Forestry, University of Iqra
Buru, Maluku 97571, Indonesia. Email: chairulbasrun@gmail.com
INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 10, OCTOBER 2019 ISSN 2277-8616
2005
IJSTR©2019
www.ijstr.org
service such as pleasure, comfort and security to consumers
for treatment and information provided on matters relating to
the products offered by the company or against all kinds of
way of solving the problems faced by consumers can be
resolved, that's when increased consumer loyalty[6]. Through
improving the quality of such services is expected customers
will be satisfied and loyal and in turn the company's
performance will also increase. Besides the quality of good
service is capable of acting to change the image or the image
by channeling more complete information. Communication
efforts in this case change the image previously[7]. Strictly
speaking, through the communication of the corrected image
becomes more elastic. As a financial institution PT Sun Star
Motor Blitar needs to be done is to make its customers
satisfied and remain loyal is necessary to instill good image in
the minds of customers to perform satisfactory services, with
emphasis on friendliness in service, strong in networking and
always provide current and accurate information, and
reward[8]. That is the key in making the customer satisfied
and remain loyal.
2 LITERATURE REVIEW
2.1 Role
In general terms the role, the role can be defined as the act of a
person's job, in the Indonesian General Dictionary, the role is
an act done by someone in an event. Role is a dynamic aspect
of a position or status. The role is a cornerstone of perception
used by each person who interacts in a group or organization
to perform an activity on the tasks and obligations. In fact, it
may be clear and may not be so obvious[9]. This clarity level
will determine the level of clarity of the role of a person.
According to Abu Ahmadi (1982) role is a complex of human
hope on how individuals should behave and act in certain
situations based on status and social function. While the ideal
role can be interpreted as the expected role performed by the
holder of such a role. Essentially role can also be formulated as
a series of specific behavior caused by a certain position[10].
One's personality also influences how that role should also be
run. The role played essentially no difference, either played or
played by top management, middle or bottom will have the
same role.
2.2 Customer Relationship Management (CRM)
Consumers are a very important asset because no single
institution or company will be able to survive when left by
their customer[11], so that communication with customers
should be done as effectively as possible for the company to
continue to establish good cooperation with customers. Form
of communication that can be done against subscribes
company is through customer service, that all activities
undertaken company to maintain existing customers or
consumers who are becoming regulars[12]. Activities to
establish relationships with customers (Customer Relations) in
the business world is run by a special section called the
customer service, because customer service is a frontline
company that serves all the needs of the consumer
satisfactorily including receiving complaints that are being
faced and to deliver value and high customer satisfaction so
that will be able to increase loyalty subscribes[1] The role of
customer service in creating customer loyalty by providing
quality service to its customers is to do a Customer
Relationship Management (CRM), process of maintaining and
building customer relationships that benefit by providing
value customer satisfaction are high so it will be able to
increase customer loyalty by four activities are identified ,
acquire, retain, develop. Good communication to stakeholders
will also create a good impression about the company and this
will create a positive company image in the eyes of customers.
Image itself that shows the impression of an object to another
object that is formed by processing the information at any time
from a variety of reliable sources[13]. Without armed with a
positive image as a financial institution that is honest and
trustworthy, then consumers will not feel confident to
Integration. The image formed on the customers' perception of
the performance of Integration will be an impact on customer
loyalty.
2.3 Customer Relations
Based on the theory of Smith cited by[14] that the Customer
Relations is one or a set of people who use one or more
products or services rendered. Customer Relations is a
function that has the most contact with the external
environment. Therefore customer relations play an important
role in the agency. According to Tull and Kahle [15] defining
customer relations as a fundamental tool are planned to
achieve corporate objectives and develop a sustainable
competitive advantage by entering the market of marketing
programs that are used to serve the target markets.
3 METHOD
This study will be conducted at PT Sun Star Motor Blitar street
address Cepaka No. 27 of Blitar. The author conducted in-
depth interviews about the role of Customer Service through
Customer Relationship Management. The main sources of
data in this study are words and actions, the rest are
additional of data such as photo documentation, recordings
and other similar writing. With regard to the data, the types
can be divided into words and actions, written sources of data,
photographs and statistics [16]. In this study the authors' of
data collection techniques used in-depth interviews of
observational activities directly related to informant research
[17]. For the data analysis, the authors use when the data
collection takes place, and after the completion of the data
collection in A Certain period. By analyzing the data when
collecting, the writer can know firsthand the lack of the data
that must be collected as well as the methods that must be
carried out next to get the comprehensive results [18]. By
presenting the data, Researchers can work more quickly
intervening and precisely in coding and decision making
based on research focus. Presentation of the data is an integral
part of qualitative research data to the analysis. Presentation
of the data analysis as part of the reduction IS also part of the
data analysis [19]. Presentation of the data in qualitative
research in General IE matrices, graphs, charts and narrative
texts. The conclusion is the end of the analysis of qualitative
research data.
INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 10, OCTOBER 2019 ISSN 2277-8616
2006
IJSTR©2019
www.ijstr.org
4 RESULT
Sun Star Motor born of the courage and determination of Mr.
and Mrs. Sundoro Hosea in 1974 in Solo in Central Java by
name Trade Enterprises (UD). Sun Star Motor, business areas
occupied in the beginning is a car loan in several cities in
Central Java. With the passion and hard work, the business
evolved into a major dealer of cars and motorcycles, and even
stepped also into other businesses. Unyielding and honest and
focus on the job is a work philosophy that has consistently run
this pair in developing the business and passed on to his
children until this day. The result is evident from the
company's progress from year to year[20]. Until now Sun Star
Motor has been trusted by the Angen sole Brands (car
manufacturers), which became a major player in the
automotive business in Indonesia. There are 25 branches in
Jakarta, Surabaya, Semarang, Solo, Malang, Denpasar and
other major cities in Indonesia. Sales and after sales network
Sun Motor scattered in the main areas and small towns are
located in Indonesia. Everything guarantees the best and
fastest service. Besides sales of cars trucks and motorcycles,
Sun Motor provide service network and sales of original spare
parts to customers. With the motto to serve with heart, each
customer has its own experience in doing business in Sun Star
Motor[21]. Facing globalization, businessmen in demand to be
able to compete in the world international [22]. Realizing this
Sun Star Group continues to improve the quality of service in
business lines arbitrarily. Armed with long after so long
decades, Sun Star has instilled a strong image as a quality car
dealerships with a competitive price, it will continue in the
building and maintained. In line with the development in
various fields of business in the group of Sun Motor, human
resources as one of the company's assets are routinely
equipped with various capabilities and skill, without leave
working philosophy that has underpinned the work ethic of
all employees since the beginning[23].
5 DISCUSSION
The role of customer service through Customer Relationship
Management (CRM) to improve customer loyalty and good
image in PT. Sun Star Motor Blitar aims to achieve the vision
and mission of the company is aiming to achieve the vision
and mission of the company. In order to establish good
relationships with its customers, the activities of customer
relations in the context of CRM activities conducted by PT Sun
Star Motor Blitar. Indentity, is a major first step in the
implementation of CRM. Many things need to be identified by
the company, among others to know who the customer, then
the customer service has the ability to serve consumers in the
member direction and guidance the ways of charging such
applications so thoroughly and explain the procedure desired
transaction. This is done customer service to consumers to
avoid mistakes like filling a car loan or credit application[2].
So customer service will guide you in filling in the forms on
the consumer. To determine the potential adverse customer,
then the customer service capability to process data base[24].
Customer Service must be keen in analyzing customer is not
good so that it can perform a data base of consumers who are
considered unfit become customers of PT. Sun Star Motor
Blitar. To determine the potential subscriber compete (give
inputs or suggestions certainly related to the progress of the
company), then customer service are trained to have the
ability to communicate that purpose so that the officer can dig
up information. Customer Service must dig deeper into the
data to consumers so that in getting valid data about
consumers, so customer service is expected to have a critical
communication techniques. Such as digging biographical data
and destination information consumers use the products and
services at PT. Sun Star Motor Blitar. To identify whether or
not the internal system associated with the customer. Acquire
namely customer service categorize consumers based on
contributions made to the company as the number of
consumer income, transactions regularly and duration become
consumers[25]. Different other services carried out by PT. Sun
Star Motor Blitar in gift giving. Personalized service is
intended that the company is able to serve customers in
accordance with the conditions and needs of the problem.
retain; to major customers, the company must have a
competitive advantage, such as reward. Customer service
duty to notify the rewards gained from consumers over the
phone[26]. Objectives and reward such as a birthday greeting
to the customer, religious holidays are considered loyal by the
company based on a data base that party owned the company
is as a form of gratitude to customers who have used the
products and services of PT. Sun Star Motor Blitar. Truck
Campaign program geared specifically for truck buyers in PT.
Sun Star Motor Blitar [27]. Customer service is responsible for
responding to customer complaints with the provisions
hundling complaint that has been set to protect the consumer's
right to obtain a good service and responsibility. But if the
problem is unresolved then also the customer service will
coordinate in advance with the operations manager or part of
a more competent. Consumer complaints are usually not too
much, usually as the lack of notification of each payment is
due, the maintenance of the vehicle registration delays, late
delivery to the consumer unit. Customer service gives
consumers the desired information as complete as possible.
Not many application procedures, but also product
knowledge, so it is important for customer service to master
the material products of PT. Sun Star Motor Blitar, therefore
there is a test of knowledge about the product and the process
undertaken by the company in which the results are an
indicator of employees associated with customer service [28].
This is done by PT. Sun Star Motor Blitar to perform customer
visit or visits to the consumer. Customer Service strives to
provide the best service to build customer relationships in the
long term. This is realized in motto 3 S (Smiles, greetings,
Sapa). Three things are (3S) must be conducted by any
employees' because 3S most important factor in improving
quality of care. In addition the solution is also the most
important factor in serving consumers. Develop, is an activity
carried out by PT. Sun Star Motor Blitar by utilizing advances
in technology as a strategy in order to improve the excellence
in customer service, namely; Willingness high flexibility of the
company's website which contains information about PT. Sun
Star Motor Blitar and transactions payment PT Sun Star Motor
Blitar.
INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 10, OCTOBER 2019 ISSN 2277-8616
2007
IJSTR©2019
www.ijstr.org
6 CONCLUSION
Their benefits in get if company have a positive image that is a
shield when a good company in the public eye can be used by
the company itself as a protective weapon. Increase the
attractiveness of the company, improve the effectiveness of the
strategy marketing. Companies that have a good image in the
eyes of the public, will be easier to carry out its activities.
Good from start planning to implementation activities. Save
operational costs. And of course, a wide variety of unwanted
costs can be avoided by the company. The competitiveness of
medium-term and long-term. Companies that have a good
image will be easier to compete with other companies, because
the public will have more confidence in companies that have a
good image and reputation compared to other companies that
do not have a good image. The image is also affected some
other aspects such as marketing, sales, loyalty, and several
other aspects. Therefore, the image of the company should be
kept positive because it will have an impact that positive also
for the company. The benefits of a positive image makes the
public more appreciation, respect, trust and accept with good
products or services in the company. Image of the company
should be kept positive because it will have an impact that
positive also for the company. The benefits of a positive image
makes the public more appreciation, respect, trust and accept
with good products or services in the company. Image of the
company should be kept positive because it will have an
impact that Positive also for the company. The benefits of a
positive image makes the public more appreciation, respect,
trust and accept with good products or services in the
company.
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... Furthermore, customer service is the primary factor of repurchase intention and customer loyalty, while weaknesses in customer service quality are the primary reason for switching clients [31]. Customer service positively impacts customer loyalty in several industrybased technologies [32,33]. Responsiveness of technical staff and customer service has a significant effect on behavioral loyalty [34]. ...
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... También Juanamasta et al. (2019) comentan que los roles de servicio al cliente que las empresas desarrollan incrementan la lealtad de los clientes, así como la buena imagen de las mismas y es que los trabajos de nivel de entrada en la industria de servicio al cliente son relativamente fáciles de conseguir. Sin embargo, obtener promociones y construir una carrera en esta línea de trabajo requiere un conjunto bien desarrollado de habilidades de servicio al cliente. ...
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