Pustaka Ilmiah Universitas Padjadjaran

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Strategi Customer Relationship Management (CRM) PT Angkasa Pura II (Persero) (PT Angkasa Pura II (Persero) Customer Relationship Management (CRM) Strategy)

Penelitian ini bertujuan untuk mengetahui alasan PT Angkasa Pura II (Persero) melakukan strategi Customer Relationship Management (CRM), mengetahui strategi Customer Relationship Management (CRM) yang dilakukan PT Angkasa Pura II (Persero) dan untuk mengetahui persepsi mitra usaha pada strategi Customer Relationship Management (CRM) yang dilakukan PT Angkasa Pura II (Persero) di Bandara Internasional Husein Sastranegara Bandung. Metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan pendekatan studi kasus. Teknik analisis data yang digunakan adalah teknik analisis data interaktif Miles dan Huberman yang terdiri dari reduksi data, penyajian data, dan diakhiri dengan penarikan kesimpulan/verifikasi. Teknik pengumpulan data dilakukan dengan wawancara mendalam, observasi, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa yang menjadi alasan PT Angkasa Pura II (Persero) melakukan strategi Customer Relationship Management (CRM) di Bandara Internasional Husein Sastranegara Bandung adalah untuk lebih meningkatkan pelayanan kepada mitra usaha sehingga tercipta hubungan jangka panjang yang lebih baik serta mendorong loyalitas dari mitra usaha kepada PT Angkasa Pura II (Persero). Strategi Customer Relationship Management (CRM) yang dilakukan PT Angkasa Pura II (Persero) di Bandara Internasional Husein Sastranegara Bandung adalah dengan memberikan pelayanan prima kepada mitra usaha dan yang membedakan Bandara Internasional Husein Sastranegara Bandung dengan bandara lain di Indonesia adalah adanya program inovasi seperti lucky draw dan piagam penghargaan. Persepsi mitra usaha pada strategi Customer Relationship Management (CRM) yang dilakukan PT Angkasa Pura II (Persero) di Bandara Internasional Husein Sastranegara Bandung cukup beragam mulai dari persepsi yang bersifat positif ataupun negatif. Namun secara garis besar persepsi pelanggan lebih kepada masukan atau kritikan agar PT Angkasa Pura II (Persero) meningkatkan kualitas pelayanannya di Bandara Internasional Husein Sastranegara Bandung.

This research aims to discover why PT Angkasa Pura II (Persero) pursuing a strategy of Customer Relationship Management (CRM), to see what kind of strategies used by the Customer Relationship Management (CRM) conducted by PT Angkasa Pura II (Persero) and to know the perception of business partners on a strategy of Customer Relationship Management (CRM) conducted by PT Angkasa Pura II (Persero) at Bandung Husein Sastranegara International Airport. The method used in this research is qualitative method with case study approach. Data analysis technique used is the technique of interactive data analysis by Miles and Huberman consisting of data reduction, data presentation, and ends with a conclusion / Verification. Data collected by interview, observation and documentation. The results showed that the reason PT Angkasa Pura II (Persero) pursuing a strategy of Customer Relationship Management (CRM) at International Airport Husein Sastranegara is to further improve service to its business partners so as to create a better long-term relationships and to encourage the loyalty of PT Angkasa Pura II (Persero) business partners. Strategic Customer Relationship Management (CRM) conducted by PT Angkasa Pura II (Persero) at International Airport Husein Sastranegara is to provide excellent service to business partners and the distinction between Bandung International Airport Husein Sastranegara to other airports in Indonesia is their innovation programs such as lucky draws and a plaque of appreciation. The Perception of business partners on a strategy of Customer Relationship Management (CRM) conducted by PT Angkasa Pura II (Persero) at Bandung Husein Sastranegara International Airport is quite diverse. There are positive and negative perception. However, generally speaking, the customer perceptionare more about feedback or criticism toward PT Angkasa Pura II (Persero) to improve the quality of its services in Bandung Husein Sastranegara International Airport.