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

See all articles by Rizky Putra

Rizky Putra

PT. CIMB Niaga

Irma M. Nawangwulan

International University Liaison Indonesia (IULI) - Hotel & Tourism Management

Willy Seancho

Universitas Pembangunan Jaya, Tangerang

Endang Pitaloka

Universitas Pembangunan Jaya, Tangerang

Date Written: November 1, 2012

Abstract

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

Putra, Rizky and Nawangwulan, Irma M. and Seancho, Willy and Pitaloka, Endang, Maintaining Customers: Evidence of CRM in Indonesian Automotive Industry (November 1, 2012). JAMS - Journal of Management Studies, Vol. 1, No. 1, November 2012, pp. 128-146 (ISSN # 2302-8122) , Available at SSRN: https://ssrn.com/abstract=2220251

Rizky Putra

PT. CIMB Niaga ( email )

Jakarta
Indonesia

Irma M. Nawangwulan (Contact Author)

International University Liaison Indonesia (IULI) - Hotel & Tourism Management ( email )

Indonesia, 15330
Indonesia

Willy Seancho

Universitas Pembangunan Jaya, Tangerang ( email )

Bintaro Jaya
Tangerang
Indonesia

Endang Pitaloka

Universitas Pembangunan Jaya, Tangerang ( email )

Bintaro Jaya
Tangerang
Indonesia

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