Febyanti, Safirah Melinia (2023) Social CRM Technology and Customer Relationship Orientation Analysis on Customer Relationship Performance Using Structural Equation Modeling to Provide Recommendation for Automotive Manufacturing Company. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Perkembangan teknologi dan peningkatan penggunaan internet berdampak pada bisnis perusahaan. Seperti kebanyakan manajer pemasaran dan sistem informasi di perusahaan besar, termasuk Automotive Manufacturing Company (AMC) di Indonesia, dalam mengelola manajemen hubungan pelanggan, mereka saat ini menggunakan teknologi social CRM (S-CRM) untuk mengembangkan kemampuan organisasi baru yang akan menentukan kesuksesan merek mereka dan mempertahankan kinerja hubungan pelanggan.
Permasalahan: Meskipun Automotive Manufacturing Company di Indonesia telah menerapkan teknologi S-CRM dan Customer Relationship Orientation (CRO) sebagai alat yang ada, namun mereka masih belum mengetahui dampak dan hubungan antara kedua elemen tersebut terhadap Performa Hubungan Pelanggan dan faktor apa saja yang terlibat. Oleh karena itu, diperlukan analisis untuk menentukan apakah media sosial sebagai alat yang ada dan faktor lain dapat mendukung Performa Hubungan Pelanggan untuk mencapai kepuasan dan retensi pelanggan.
Tujuan: Tugas akhir ini bertujuan untuk menganalisis secara struktural penggunaan teknologi S-CRM dan CRO terhadap Performa Hubungan Pelanggan menggunakan model konseptual yang dikembangkan dari penelitian terkait sebelumnya untuk memberikan rekomendasi bagi AMC di Indonesia berdasarkan hasil analisis untuk meningkatkan kinerja hubungan pelanggan mereka.
Data dan Metodologi: Data dikumpulkan menggunakan kuesioner. Kumpulan kuesioner akan divalidasi menggunakan responden terbatas sebelum diberikan kepada karyawan di divisi penjualan dan pemasaran dari AMC. Kumpulan pertanyaan dibuat berdasarkan model konseptual penelitian sebelumnya. Kemudian, hasil survei akan dianalisis menggunakan Partial Least Square - Structural Equation Modeling.
Hasil: Hasil penelitian menunjukkan bahwa dengan menerapkan S-CRM Technology Variety dan Customer Relationship Orientation akan memberikan dampak positif dan signifikan terhadap Kinerja Hubungan Pelanggan melalui beberapa faktor yang meliputi S-CRM Technology Front-office Technology, Customer Engagement Initiatives, dan Social Information Processes sebagai titik tengah yang memiliki pengaruh langsung terhadap Kinerja Hubungan Pelanggan. Namun, dari analisis yang dilakukan, ditemukan bahwa S-CRM Back-office Technology memiliki dampak positif namun tidak signifikan dalam mendukung Performa Hubungan Pelanggan.
Nilai Tambah: Diharapkan bahwa tugas akhir ini akan memberikan rekomendasi bagi perusahaan manufaktur otomotif berdasarkan dampak penerapan teknologi S-CRM dan Customer Relationship Orientation serta faktor lain yang dapat meningkatkan kinerja hubungan pelanggan perusahaan. Selain itu, penelitian ini dapat menjadi bahan referensi dan acuan untuk pengembangan penelitian selanjutnya.
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Context: The development of technology and increased internet usage affect companies’ business. Similar to most marketing and information system managers in big companies, including the Automotive Manufacturing Company (AMC) in Indonesia, in managing customer relationship management, they currently use social relationship management (S-CRM) technology to develop new organizational capabilities that will determine the success of their brands and to maintaining the customer relationships performance.
Problem: Although the Automotive Manufacturing Company in Indonesia has already implemented S-CRM technology and Customer Relationship Orientation (CRO) as an existing tool, but they still didn’t know yet what is the impact and relationship between those two elements towards Customer relationship Performance (CRP) and what factors are involved. Therefore, analysis is needed to determine whether social media as an existing tool and other factors can support CRP to lead to customer satisfaction and retention.
Objective: This final project aims to analyze structurally the use of S-CRM technology and CRO on CRP using the conceptual model developed by previous related research to provide recommendations for the AMC in Indonesia based on analysis results to improve its customer relationship performance.
Data and Methodology: The data is gathered using a set of questionnaires. The collection of questionnaires will be validated using limited respondents before it is given to the employees in the sales and marketing division from the AMC. The set of questions is created based on the conceptual model of previous research. Then, the survey result will be analysed using Partial Least Square -Structural Equation Modeling.
Result: The result showed that by implementing S-CRM Technology Variety and Customer Relationship Performance will give positive and significant impact to Customer Relationship Performance through several factors which are S-CRM Technology Front-office Technology, Customer Engagement Initiatives and Social information Processes as a mid-point that have directly influence to Customer Relationship Performance. However, from the analysis conducted found that S-CRM Back-office Technology has positive but insignificant impact in supporting Customer Relationship Performance.
Added Value: It is expected that this final project will provide recommendations for automotive manufacturing companies based on the impact of implementing S-CRM Technology and Customer relationship Orientation as well as other factors that can improve the company’s customer relationship performance. Also, This research can be a reference material and reference for the development of subsequent research.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Customer Relationship Management, Customer Relationship Performance, Social CRM Technology, Partial Least Square, Structural Equation Modeling Customer Relationship Management, Performa Hubungan Pelanggan, Social CRM, Partial Least Square, Structural Equation Modeling. Customer Relationship Management, Performa Hubungan Pelanggan, Social CRM, Partial Least Square, Structural Equation Modeling. Customer Relationship Management, Performa Hubungan Pelanggan, Social CRM, Partial Least Square, Structural Equation Modeling. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. Q Science > QA Mathematics > QA278.3 Structural equation modeling. T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Safirah Melinia Febyanti |
| Date Deposited: | 25 Jul 2023 01:44 |
| Last Modified: | 25 Jul 2023 01:44 |
| URI: | http://repository.its.ac.id/id/eprint/99261 |
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