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Journal : EkoBis ( Ekonomi

 1 
THE ANALYSIS OF CRM STRATEGY ON COMPANY IMAGE Hendrajaya Hendrajaya
Jurnal Ekonomi dan Bisnis 2010: EKOBIS (Vol.11 No.2 2010)
Publisher : Department of Management, Faculty of Economics, Universitas Islam Sutan Agung, Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/ekobis.11.2.508-515

Abstract

This study aimed at explaining both the direct and indirect influences of Customer RelationshipManagement strategy on company image through customer satisfaction. This researchwas conducted in service user customers of PT BGR Semarang. It used observation, questionnaireand documentation methods, while the data was analyzed using descriptive analysisand multiple linear regressions. From the research result, it was found that sig calculation0.013<0.05 in which H1 was confirmed and 0.21<0.05 in which H2 was confirmed; it meansthat there were positive influences of CRM on customer satisfaction and that there were positiveinfluence of CRM strategy on company image through customer satisfaction. The saidresearch result could be explained that the well-implemented CRM strategy would likely tocreate customer satisfaction. The suggestions the researcher could offer were. For the companyto improve CRM strategy approaches such as: (1) improving the use of marketing mix,particularly service product, (2) improving communication with customers periodically or onmonthly basis, (3) improving the service particularly that from employees and continuouslydeveloping the image by considering the aspects of: company’s social responsibility towardits environment and warehouse, innovating, in this case, by improving support equipmentsand devices, improving management quality, particularly HR.Keywords: Customer Relationship Management, Company Image, Customer Satisfaction
Co-Authors Abdul Manap Abdurrahman Sadikin Akhmad Ramli Ansori Ansori Bambang Guritno Bashori Bashori Didit Hadayanti Enik Rahayu Erni Andriana Esti Susiloningsih Evi Gusliana Joao Xavier Barreto Nunes Made Ayu Anggreni Maria Th, Aletta Dewi Mistriani, Nina Muhamad Akbar Muhammad Hasyim Najamuddin Petta Solong Palupiningtyas, Dyah Perdy Karuru Phia Susanti Helyanan Ratna Ayu Dewi Renny Aprilliani Reny Apriliyani Saipul Al Sukri Salam Setiyawan Samtono Samtono Satato, Yuniarto Rahmad Setyaningsih , Agustina Siti Patimah Slamet Riyadi Solissa, Everhard Markiano suroso, amat Syamsul Hadi Yance Manoppo Yuliamir, Henry Yulius Luturmas