Customer Relationship Management in Retaining Customers at Game Fantasia Lippo Plaza Sidoarjo
Customer Relationship Management dalam Mempertahankan Pelanggan di Game Fantasia Lippo Plaza Sidoarjo
DOI:
https://doi.org/10.21070/ups.11402Keywords:
Customer Relationship Management, Customer Loyalty, Relational Maintenance, Children's Entertainment IndustryAbstract
This study aims to analyze the implementation of Customer Relationship Management (CRM) strategies based on the Relational Maintenance theory by Canary and Stafford in maintaining customer loyalty at Game Fantasia Lippo Plaza Sidoarjo. The study used a descriptive qualitative approach with data collection techniques through interviews, observation, and documentation. The results show that customer loyalty is built through positive communication, openness, rewards, engagement through digital media, and cooperation in maintaining service quality. The implemented CRM strategy focuses on building long-term relationships, not only on transactional aspects. This study emphasizes the importance of a relational approach in increasing customer loyalty and provides recommendations for strengthening interpersonal communication, customer communities, and service personalization.
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