PENERAPAN MANAJEMEN KOMUNIKASI DALAM CUSTOMER RELATIONSHIP MANAGEMENT DI PT. REKSA MITRA MANDIRI
Keywords:
Manajemen Komunikasi, CRM, Communication Goal Theory, Logistik, PelangganAbstract
Penelitian ini mengkaji penerapan manajemen komunikasi dalam kerangka Customer Relationship Management (CRM) di PT. Reksa Mitra Mandiri dengan perspektif Teori Communication Goal. Penelitian bertujuan menganalisis bagaimana tujuan komunikasi dirumuskan, diimplementasikan, dan dievaluasi dalam interaksi dengan pelanggan. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus melalui wawancara mendalam terhadap komisaris sekaligus founder perusahaan. Hasil penelitian menunjukkan bahwa PT. Reksa Mitra Mandiri menerapkan sistem komunikasi relasional berbasis kepercayaan dengan strategi multi-channel communication, pendekatan proaktif, transparansi penanganan masalah, dan evaluasi komunikasi yang adaptif. Keberhasilan CRM perusahaan ditentukan oleh kualitas komunikasi relasional yang dibangun secara konsisten untuk menjaga loyalitas pelanggan.
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