THE ANALYSIS OF CRM STRATEGY ON COMPANY IMAGE

Abstract

This study aimed at explaining both the direct and indirect influences of Customer Relationship
Management strategy on company image through customer satisfaction. This research
was conducted in service user customers of PT BGR Semarang. It used observation, questionnaire
and documentation methods, while the data was analyzed using descriptive analysis
and multiple linear regressions. From the research result, it was found that sig calculation
0.013<0.05 in which H1 was confirmed and 0.21<0.05 in which H2 was confirmed; it means
that there were positive influences of CRM on customer satisfaction and that there were positive
influence of CRM strategy on company image through customer satisfaction. The said
research result could be explained that the well-implemented CRM strategy would likely to
create customer satisfaction. The suggestions the researcher could offer were. For the company
to improve CRM strategy approaches such as: (1) improving the use of marketing mix,
particularly service product, (2) improving communication with customers periodically or on
monthly basis, (3) improving the service particularly that from employees and continuously
developing the image by considering the aspects of: company’s social responsibility toward
its environment and warehouse, innovating, in this case, by improving support equipments
and devices, improving management quality, particularly HR.
Keywords: Customer Relationship Management, Company Image, Customer Satisfaction