The Role of Customer Relationship Management (CRM) in Enhancing Customer Loyalty in the Construction and General Supplier Industries at PT. Sentra Karya Mandiri

Devano Rizky Ardana Dermawan; Albari Albari

doi:10.63922/ijebir.v5i05.6419

Devano Rizky Ardana Dermawan Department of Management, Department of Management, Faculty of Business and Economics University of Islam Indonesia, Indonesia
Albari Albari Department of Management, Department of Management, Faculty of Business and Economics University of Islam Indonesia, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6419

Keywords: Customer Relationship Management, customer satisfaction, customer loyalty, construction industry, business-to-business

Abstract

This study investigates the implementation of Customer Relationship Management (CRM) and its role in fostering customer loyalty at PT Sentra Karya Mandiri, a business-to-business (B2B) construction and general supplier company characterized by long-term client relationships. Addressing the gap in understanding CRM practices within this sector, the research employs a qualitative case study approach. Primary data were collected through in-depth interviews with five informants the Marketing Manager, Sales Staff, and three regular clients (PT KAPM, PT AMNT, and PT AMMIN) supplemented by internal company documents, and analyzed using the interactive model by Miles, Huberman, and Saldaña. The findings reveal that CRM implementation encompasses operational, analytical, and collaborative dimensions, including proactive communication, customer need identification, project updates, complaint handling, and post-project relationship maintenance. These practices effectively shape positive customer experiences and satisfaction, thereby fostering long-term loyalty as evidenced by sustained contracts, repeat orders, and client referrals. However, the implementation faces internal challenges, particularly concerning optimal CRM system utilization, the establishment of clear business objectives and Key Performance Indicators (KPIs), and the seamless integration of CRM with existing company applications.

References

Abdul Rahman, A., et al. (2015). A review of customer relationship management (CRM) implications: Benefits and challenges in construction organizations. Construction Management Journal.
Buttle, F., & Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies (4th ed.). Routledge.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Marjani, L., & Sutisna, M. (2019). Loyalitas pelanggan pada business to business: Pengaruh kualitas pelayanan. Jurnal Riset Bisnis dan Investasi, 5(1), 10–20.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd ed.). Thousand Oaks, CA: SAGE Publications.

Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25(1), 98–106.
Rahmawati, T. A., & Cahyono, H. (2020). Pengaruh kualitas layanan dan kepuasan pelanggan terhadap loyalitas pelanggan (Studi pada pelanggan Go-Food di Surabaya).
Rusdiyanto, W., & Suranti, S. (2021). Analisis pengaruh kualitas pelayanan pada loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi. Efisiensi: Kajian Ilmu Administrasi, 18(1).
Saftarya, W. S. T., Gultom, L. N., & Djohar, S. (2016). Pengaruh service quality, product quality dan perceived value terhadap kepuasan dan loyalitas pelanggan industri kayu Perhutani. Jurnal Manajemen & Agribisnis.
Shinta, A. (2011). Manajemen Pemasaran. UB Press.
Sudarsono, H. (2020). Manajemen Pemasaran. Jember: Pustaka Abadi.
Suharto, & Yuliansyah. (2022). The influence of customer relationship management and customer experience on customer satisfaction. Integrated Journal of Business and Economics.
Surjana, F., & Suparmi. (2019). Increasing customer loyalty through CRM, product quality, and digital marketing.
Sugiyono. (2017). Metode Penelitian Kualitatif. Bandung: Alfabeta.
Zainal, Z. (2007). Case study as a research method. Jurnal Kemanusiaan, 9, 1–6.