Regita Cahya Ramadhanti, Tira Fitriawardhani, Julyanto Ekantoro

Strategi Customer Relationship Management (CRM) PT Global Surya Medika Dalam Mempertahankan Loyalitas Pelanggan

Introduction

Strategi customer relationship management (crm) pt global surya medika dalam mempertahankan loyalitas pelanggan. Pelajari strategi CRM PT Global Surya Medika dalam mempertahankan loyalitas pelanggan. Mengkaji Financial Benefit, Social Benefit, Structural Tie, dan tipe loyalitas (lemah & premium).

Abstract

This study aims to examine the CRM (Customer Relationship Management) strategies applied by the Customer Retention Unit of PT Global Surya Medika Surabaya to achieve customer loyalty. The research is based on the concepts of Financial Benefit, Social Benefit, and Structural Tie as proposed by Kotler and Keller. This study uses a case study approach with qualitative methods through interviews, observations, and literature review. The results of this study show how PT Global Surya Medika implements CRM to retain customers. Financial Benefit, Social Benefit, and Structural Tie are forms of CRM implementation at PT Global Surya Medika in maintaining customer relationships by combining the communication capabilities of Public Relations and Marketing with technology. It starts with identifying customers through Repeat Purchase, Rejecting Competitors, and Word of Mouth. The types of customer loyalty obtained by PT Global Surya Medika are weak loyalty and premium loyalty. Premium loyalty is a very high level of customer loyalty, where customers are not only loyal but become enthusiastic fans who are hard to tempt by competitors and are even willing to pay more. Weak loyalty is a superficial level of loyalty, where customers keep purchasing not out of brand love but due to convenience, lower price, or availability. The company then differentiates customers based on existing customer data, interacts through various intermediary platforms and direct communication, and continuously modifies health equipment service offerings and updates medical devices within a certain time frame according to health procedures to match customer needs.

Review

This study offers a timely and relevant examination of Customer Relationship Management (CRM) strategies employed by PT Global Surya Medika to cultivate customer loyalty. The research is well-grounded in the established theoretical framework of Financial Benefit, Social Benefit, and Structural Tie as proposed by Kotler and Keller, providing a robust conceptual lens for the investigation. The qualitative case study methodology, drawing on interviews, observations, and a literature review, is an appropriate choice for an in-depth exploration of how CRM is implemented in a specific organizational context, offering practical insights into real-world applications. The findings effectively illustrate how PT Global Surya Medika operationalizes its CRM strategy, integrating communication capabilities from Public Relations and Marketing with technology to build and maintain customer relationships. The identification of customer loyalty through indicators such as Repeat Purchase, Rejecting Competitors, and Word of Mouth provides practical utility. A particularly insightful contribution is the differentiation between "weak loyalty" and "premium loyalty," highlighting that loyalty is not monolithic and varies in depth and commitment. The description of how the company segment customers, facilitates interactions, and continuously adapts its service offerings and medical device updates further illuminates a dynamic and responsive approach to customer retention. While the study provides a valuable snapshot of CRM implementation within PT Global Surya Medika, its single-case study design inherently limits the generalizability of the findings. Future research could benefit from exploring the specific challenges encountered by the company in converting "weak loyalty" customers to "premium loyalty," which would add another layer of practical insight. Additionally, expanding the scope to include quantitative measures of CRM effectiveness or conducting comparative studies across different healthcare providers could further enrich the understanding of successful CRM strategies and their impact on various loyalty types beyond this specific organizational context.

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