CRM IMPACT ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY AT GARUDA INDONESIA: THE AIRLINE OF INDONESIA

• Main Author: Reynaldi Adhyaksa, Muhamad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50429
• Institution: Institut Teknologi Bandung

This study examines the Customer Relationship Management system conducted by Garuda Indonesia. Garuda Indonesia is one of the airline company in Indonesia that has huge market and using CRM to retain loyal customers. CRM is one of the techno-logically advanced systems that commonly used by companies to protect loyal customers and to recommend their services. This study will cover their marketing, loyalty program, CRM, customer satisfaction, and customer loyalty. This study aims to ana-lyse Garuda Indonesia’s CRM system and give recommendation on how to improve it. Using the descriptive method, this study contains three research topic which comprises evaluation of Garuda Indonesia’s CRM system, customer satisfaction, and evaluation of customer loyalty. Research were conducted using primary data through survey and secondary data obtained from relevant journals. The conclusion showed that CRM services provided by Garuda Indonesia is neither useful nor useless. This study con-tributes by providing several recommendations on how to improve the CRM system provided by Garuda Indonesia.