IT Implementation of Customer Relationship Management

Abstract

The implementation of information technology is essential for companies, especially supermarkets, as marketing strategy support. In this case, supermarkets usually use information technology in customer relationship management. Based on the phenomenon, a study of the implementation of customer relationship management is carried out concerning customer satisfaction and loyalty. The study was conducted on supermarket consumers in Bandung, using a quantitative questionnaire. Three hundred forty-one respondents were taken randomly within a certain period, and the data from the respondents were processed through linear regression analysis techniques with hypothesis testing. The results of the study show that customer relationship management has a good relationship with customer satisfaction and loyalty. Furthermore, increase customer loyalty, considering that in the implementation of customer relationship management, many factors allow the best service to consumers. Furthermore, in implementing customer relationship management, support from information technology is needed, considering that fair data processing through IT supports the process of service to consumers.