Strategi Customer Relations Service Center Panasonic dalam mempertahankan loyalitas pelanggan: Studi deskriptif pada PT Gobel Dharma Nusantara Cabang Bandung

Maskhiyah, Husni Syifa (2025) Strategi Customer Relations Service Center Panasonic dalam mempertahankan loyalitas pelanggan: Studi deskriptif pada PT Gobel Dharma Nusantara Cabang Bandung. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

Preview	Text 1_cover.pdf Download (77kB) | Preview
Preview	Text 2_abstrak.pdf Download (148kB) | Preview
Preview	Text 3_skbebasplagiarism.pdf Download (174kB) | Preview
Preview	Text 4_daftarisi.pdf Download (77kB) | Preview
Preview	Text 5_bab1.pdf Download (191kB) | Preview
	Text 6_bab2.pdf Restricted to Registered users only Download (222kB) | Request a copy
	Text 7_bab3.pdf Restricted to Registered users only Download (772kB) | Request a copy
	Text 8_bab4.pdf Restricted to Registered users only Download (69kB) | Request a copy
	Text 9_daftarpustaka.pdf Restricted to Registered users only Download (138kB) | Request a copy
	Text 10_lampiran.pdf Restricted to Repository staff only Download (939kB) | Request a copy

Abstract

INDONESIA: Perusahaan elektronik memiliki persaingan yang sangat ketat dalam penjualannya. Perusahaan lokal dan multinasional bersaing untuk menghasilkan produk terbaik pada setiap produknya. Oleh karena itu, perlu adanya layanan yang dapat mengatasi setiap keluhan atas setiap produk yang di jual. Hal ini mendorong Service Center untuk dapat menangani setiap keluhan pelanggan agar dapat mempertahankan loyalitas pelanggan. Penelitian ini bertujuan untuk mengetahui strategi customer relations yang dilakukan Service Center Panasonic dalam mempertahankan loyalitas pelanggan dengan mengacu pada konsep Customer Relationship Management menurut Kalakota dan Robinson dalam Siswati dkk apatkan pelanggan baru (acquire), meningkatkan profitabilitas dari pelanggan yang ada (enhance) dan mempertahankan pelanggan dalam jangka panjang (retain). Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif, Teknik pengumpulan data melalui observasi partisipatori pasif dan wawancara mendalam mengenai strategi customer relations yang dilakukan Service Center Panasonic dalam melayani pelanggan. Hasil penelitian menunjukkan bahwa Service Center Panasonic berperan penting dalam menangani keluhan pelanggan. Strategi mendapatkan pelanggan baru dirancang dengan menganalisis tren pasar, memberikan pelayanan terbaik, bersikap ramah, senyum, sapa, dan salam, speed response, penyesuaian jadwal kunjungan, memberikan garansi tanpa batas klaim dan memanfaatkan loyalitas pelanggan yang disesuaikan dengan tujuan perusahaan. Meningkatkan profitabilitas dari pelanggan yang ada dirancang untuk memberikan pelayanan yang disesuaikan dengan keinginan dan kebutuhan pelanggan, menawarkan perawatan melalui WhatsApp Blast, memberikan diskon untuk servis dalam jumlah banyak, serta menawarkan up selling dan cross selling. Mempertahankan pelanggan dalam jangka panjang dengan menerapkan strategi mempertahankan pelayanan terbaik seperti adanya layanan home service, bench service dan service tour, meminimalisir kegagalan pelayanan dan layanan servis customer care centre. agar terciptanya loyalitas pelanggan. Secara keseluruhan, pelayanan Service Center Panasonic dapat diidentifikasikan menggunakan konsep Customer Relationship Management selaras dengan tujuan perusahaan untuk dapat mempertahankan loyalitas pelanggan. ENGLISH: The electronics industry faces intense competition in sales, with both local and multinational companies striving to produce the best possible products. As a result, effective services are essential to address any complaints related to the products being sold. This drives service centers to handle customer complaints efficiently in order to maintain customer loyalty. This study aims to explore the customer relations strategies implemented by the Panasonic Service Center to retain customer loyalty, based on the Customer Relationship Management (CRM) concept by Kalakota and Robinson in Siswati et al (2024), which consists of three phases: acquiring new customers, enhancing the profitability of existing customers, and retaining customers over the long term. A qualitative approach was used in this research, employing a descriptive method. Data were collected through passive participant observation and in-depth interviews regarding the customer relations strategies adopted by the Panasonic Service Center in serving its customers. The findings reveal that the Panasonic Service Center plays a crucial role in managing customer complaints. The strategy for acquiring new customers involves market trend analysis, providing excellent service, demonstrating friendliness through smiling, greeting, and welcoming gestures, ensuring speedy responses, flexible visit scheduling, offering warranty claims without limits, and leveraging customer loyalty aligned with company objectives. Strategies for enhancing the profitability of existing customers include personalized services tailored to customer needs and preferences, WhatsApp Blast maintenance offerings, discounts for bulk service orders, and up-selling and cross-selling efforts. Long-term customer retention is supported by consistently delivering high-quality services such as home service, bench service, and service tours, minimizing service failures, and providing responsive customer care center support, all of which contribute to fostering customer loyalty. Overall, the Panasonic Service Center's services align well with the CRM concept, supporting the company’s goal of sustaining customer loyalty.

Actions (login required)

View Item