Maintaining Customers: Evidence of CRM in Indonesian Automotive Industry
JAMS - Journal of Management Studies, Vol. 1, No. 1, November 2012, pp. 128-146 (ISSN # 2302-8122)
19 Pages Posted: 20 Feb 2013
Date Written: November 1, 2012
As the competition is getting tougher in Indonesian economy, automotive firms may also have to compete with each other to maintain and/or constantly gaining market share. Building up a competitive edge may be the differentiator among the crowd. The marketing strategy in building and maintaining customer, including the implementation of customer relationship management (CRM) may be one alternative strategic plan in enhancing sales, gaining awareness, and market share.
The research objective of this paper is to provide evidence on customer maintenance programs of an automotive firm in Indonesia. It is expected that the use of CRM may likely improve the level of customer satisfaction, and also expand the market share. This research relies on straight-forward statistical analysis to determine the level of correlations among chosen variables.
Keywords: marketing strategy, customer maintenance, customer relationship management, CRM, customer satisfaction, automotive, Indonesia
JEL Classification: l62, M00, M10, M31
Suggested Citation: Suggested Citation