Customer Relations Management Strategy (CRM) in Handling Customer Service Complaints To Increase Customer Satisfaction

Afif Nur Rahmadi; Sudarmiatin Sudarmiatin; Budi Eko Soectjipto; Yudiarto Perdana Putra; Rana Saifullah Hassan

doi:10.59535/ijms.v2i2.304

Authors

Afif Nur Rahmadi Faculty of Economics, Universitas Negeri Malang, Indonesia https://orcid.org/0000-0003-2739-4663
Sudarmiatin Sudarmiatin Faculty of Economics, Universitas Negeri Malang, Indonesia https://orcid.org/0000-0003-1411-8870
Budi Eko Soectjipto Faculty of Economics, Universitas Negeri Malang, Indonesia https://orcid.org/0000-0002-1170-2986
Yudiarto Perdana Putra Faculty of Economics, Universitas Negeri Malang, Indonesia https://orcid.org/0000-0002-7393-6702
Rana Saifullah Hassan Department of international relations, University of Karachi, Pakistan https://orcid.org/0000-0002-3432-2193

DOI:

https://doi.org/10.59535/ijms.v2i2.304

Keywords:

Complaints, Customer Relationship Management (CRM), Customer Satisfaction, Service, SWOT Analysis

Abstract

This research evaluates the implementation of Customer Relationship Management (CRM) strategies at PT Nasmoco Kaligawe Semarang, focusing on handling customer service complaints to enhance satisfaction. Using a descriptive qualitative approach and SWOT analysis, the study gathered primary data through interviews and field observations, alongside secondary data from literature and documentation. The findings indicate that PT Nasmoco's CRM strategies possess notable strengths, such as a strong Toyota brand image and effective promotional activities. However, weaknesses include prolonged service times and relatively high service costs compared to competitors. Opportunities for improvement are highlighted in the company's official Toyota repair shop status, which can be leveraged to attract more customers. Threats identified include intense competition and challenges with service timeliness. The research suggests that PT Nasmoco should address these weaknesses by increasing staffing in the CRM division, enhancing communication channels, and developing a smartphone application to streamline service booking and reduce customer complaints

Downloads

Download data is not yet available.

References

R. S. Astutik, M. Alwi, and M. Masrun, ‘Analysis of The Impact of Transportation Infrastructure Investment on Regional Economic Growth of Lombok Barat Regency’, Socio-Economic and Humanistic Aspects for Township and Industry, vol. 2, no. 1, Art. no. 1, Mar. 2024, doi: 10.59535/sehati.v2i1.229.

C. Schröder et al., ‘The economic research potentials of the German Socio-Economic Panel study’, German Economic Review, vol. 21, no. 3, pp. 335–371, Sep. 2020, doi: 10.1515/ger-2020-0033.

S. Sriyono, ‘Management Strategies of Debt and Fix’s Asset Turnover To Company’s Growth through Return on Asset as Variable Intervening on Pharmaceutical Companies in Indonesia’, in The 3rd International Conference on Management Sciences 2017, Universitas Muhammadiyah Yogyakarta, Indonesia, 2017.

Y. Cho, ‘Exploring Determinants of Performance Indicator and Customer Satisfaction of Accommodation Sharing’, The Journal of Asian Finance, Economics, and Business, vol. 7, no. 3, pp. 201–210, 2020, doi: 10.13106/jafeb.2020.vol7.no3.201.

Y. T. Prasetyo et al., ‘Factors affecting customer satisfaction and loyalty in online food delivery service during the covid-19 pandemic: Its relation with open innovation’, Journal of Open Innovation: Technology, Market, and Complexity, vol. 7, no. 1, p. 76, 2021.

P. Kotler, K. L. Keller, and A. Chernev, Marketing management. 2021.

M. Abu Ghazaleh and A. M. Zabadi, ‘Promoting a revamped CRM through Internet of Things and Big Data: an AHP-based evaluation’, International Journal of Organizational Analysis, vol. 28, no. 1, pp. 66–91, Jan. 2019, doi: 10.1108/IJOA-12-2018-1602.

R. D. Sumantri, M. M. Ali, and A. Nugroho, ‘Analysis Of Customer Relationship Management (Crm) Influence On Satisfaction And Its Impact On Consumer Loyalty Of Pt. Raharja Duta Solusindo’, Dinasti International Journal of Education Management And Social Science, vol. 1, no. 4, pp. 437–447, 2020.

I. G. N. S. Wijaya, E. Triandini, E. T. G. Kabnani, and S. Arifin, ‘E-commerce website service quality and customer loyalty using WebQual 4.0 with importance performances analysis, and structural equation model: An empirical study in Shopee’, Register: Jurnal Ilmiah Teknologi Sistem Informasi, vol. 7, no. 2, pp. 107–124, 2021.

S. Suryadi, S. A. Pasinringi, and A. R. Kadir, ‘The Effect of Customer Relationship Marketing and Customer Value on Customer Loyalty at Syekh Yusuf Hospital, Gowa Regency’, Journal of Asian Multicultural Research for Economy and Management Study, vol. 3, no. 2, Art. no. 2, Jul. 2022, doi: 10.47616/jamrems.v3i2.307.

F. N. D. Fatimah, Teknik analisis SWOT. Anak Hebat Indonesia, 2016.

N. Qomariya, ‘Strategi peningkatan pelayanan publik (studi kasus peningkatan kualitas pelayanan pelanggan rumah tangga untuk meningkatkan kepuasan pelanggan di PT Perusahaan Gas Negara)’, 2020, Universitas 17 Agustus 1945 Surabaya.

U. Isikdag and S. Zlatanova, ‘A SWOT analysis on the implementation of Building Information Models within the Geospatial Environment’, in Urban and Regional Data Management, Crc Press, 2009, pp. 27–42.

O. Iglesias, S. Markovic, M. Bagherzadeh, and J. J. Singh, ‘Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty’, J Bus Ethics, vol. 163, no. 1, pp. 151–166, Apr. 2020, doi: 10.1007/s10551-018-4015-y.

D. Q. Nguyen-Phuoc, D. N. Su, P. T. K. Tran, D.-T. T. Le, and L. W. Johnson, ‘Factors influencing customer’s loyalty towards ride-hailing taxi services – A case study of Vietnam’, Transportation Research Part A: Policy and Practice, vol. 134, pp. 96–112, Apr. 2020, doi: 10.1016/j.tra.2020.02.008.

M. Dimyati and N. A. Subagio, ‘Impact of Service Quality, Price, and Brand on Loyalty with the mediation of Customer Satisfaction on Pos Ekspres in East Java’, Mediterranean Journal of Social Sciences, vol. 7, no. 4, Art. no. 4, Jul. 2016, Accessed: Oct. 12, 2020. [Online]. Available: https://www.mcser.org/journal/index.php/mjss/article/view/9298

I. T. Afifa and Y. S. M. A. Dharasta, ‘The Influence of Motivation and Work Environment on Employee Performance at Batam’s Hang Nadim International Airport: Pengaruh Motivasi dan Lingkungan Kerja Terhadap Kinerja Pegawai Di Bandar Udara Internasional Hang Nadim Batam’, International Journal of Management Science, vol. 1, no. 1, Art. no. 1, Jun. 2023, doi: 10.59535/ijms.v1i1.35.

A. H. Arifin, S. Sullaida, and N. Nurmala, ‘The relationship of job satisfaction, transformational leadership, and work discipline on performance employee with organizational commitment as intervening variable of administration staffs at State Malikussaleh University’, Ijer-Indonesian Journal of Educational Review, vol. 5, no. 1, pp. 52–67, 2018.

I. K. Aryanta, N. W. Sitiari, and P. N. S. Yasa, ‘Influence of Motivation on Job Stress, Job Satisfaction and Job Performance at Alam Puri Villa Art Museum and Resort Denpasar’, Jurnal Ekonomi & Bisnis JAGADITHA, vol. 6, no. 2, pp. 113–120, 2019.

D. Harisman et al., ‘The Effect of Drug Prices, Facilities on Customer Satisfaction through Service Quality’, Sao Paulo, 2021.

N. N. J. Nuryani, ‘Triggers For Stock Prices In Manufacturing Companies In The Food and Beverages Sector On The Indonesia Stock Exchange’, International Journal of Social Science and Business, vol. 5, no. 4, Art. no. 4, Dec. 2021, doi: 10.23887/ijssb.v5i4.39769.

Y. Huang and S. Lu, ‘Influencing factors for thai consumers loyalty towards lazada in Bangkok’, International Journal of Development Research, vol. 10, no. 09, pp. 40043–40049, 2020.

A. Karltun et al., ‘Knowledge management infrastructure to support quality improvement: A qualitative study of maternity services in four European hospitals’, Health Policy, vol. 124, no. 2, pp. 205–215, Feb. 2020, doi: 10.1016/j.healthpol.2019.11.005.

B. Palese and A. Usai, ‘The relative importance of service quality dimensions in E-commerce experiences’, International Journal of Information Management, vol. 40, pp. 132–140, Jun. 2018, doi: 10.1016/j.ijinfomgt.2018.02.001.

Y. Pasharibu, E. L. Paramita, and S. Febrianto, ‘Price, service quality and trust on online transportation towards customer satisfaction’, Jurnal Ekonomi dan Bisnis, vol. 21, no. 2, Art. no. 2, Oct. 2018, doi: 10.24914/jeb.v21i2.1965.