Pengaruh Hubungan Pelanggan (Customer Relationship) Terhadap Nilai Pelanggan (Customer Value) Pada Grosir Busana Muslim Ud. Leni
ABSTRACT
ANALYSIS OF THE EFFECT OF CUSTOMER RELATIONSHIP
TOWARDS CUSTOMER VALUE AT GROSIR
BUSANA MUSLIM UD. LENI
Customer relationship is the company's strategy to gain profit through
customer management efforts . Customer relationship is a process of changing
customer behavior from time to time and learn from every customer interaction ,
adjust the action , and strengthen the bond between the customer and the
company. This is the main principle that is important in marketing . There are two
activities in a customer relationship are: consumer information and complaint
handling . Customer relationship close relationship with the consumer information
and complaint handling . Consumer information is a collection of information
related to customer characteristics . Camplaint handling is handling customer
complaints and follow up effectively and quickly . Overall activity of consumer
information and complaint handling has a relationship to the value of the customer
The method used in this study is a survey approach , this type of research
is causal associative , and the nature of this study was to analyze the relationship
between the variables with other variables . Methods of data collection through
interviews , questionnaires and documentation studies . Data analysis method used
is multiple regression . Population is the retailers who come to visit and shop to
UD . Leni as many as 85 people . The samples in this study using census in which
the entire population included in the sample .
The results showed that simultaneously be known consumer information
and complaint handling significant effect on customer value . Partial results of the
study showed that consumer information in a positive and significant effect on
customer value , it is seen from the level of significance of 0.000 is smaller than
0.05 . complaint handling has a positive and significant effect on customer value ,
it is seen from the level of significance of 0.043 is smaller than 0.05 . It gives the
sense that the consumer information and complaint handling effect on customer
value.
Key words: customer relationship, customer value.
Universitas Sumatera Utara
ANALYSIS OF THE EFFECT OF CUSTOMER RELATIONSHIP
TOWARDS CUSTOMER VALUE AT GROSIR
BUSANA MUSLIM UD. LENI
Customer relationship is the company's strategy to gain profit through
customer management efforts . Customer relationship is a process of changing
customer behavior from time to time and learn from every customer interaction ,
adjust the action , and strengthen the bond between the customer and the
company. This is the main principle that is important in marketing . There are two
activities in a customer relationship are: consumer information and complaint
handling . Customer relationship close relationship with the consumer information
and complaint handling . Consumer information is a collection of information
related to customer characteristics . Camplaint handling is handling customer
complaints and follow up effectively and quickly . Overall activity of consumer
information and complaint handling has a relationship to the value of the customer
The method used in this study is a survey approach , this type of research
is causal associative , and the nature of this study was to analyze the relationship
between the variables with other variables . Methods of data collection through
interviews , questionnaires and documentation studies . Data analysis method used
is multiple regression . Population is the retailers who come to visit and shop to
UD . Leni as many as 85 people . The samples in this study using census in which
the entire population included in the sample .
The results showed that simultaneously be known consumer information
and complaint handling significant effect on customer value . Partial results of the
study showed that consumer information in a positive and significant effect on
customer value , it is seen from the level of significance of 0.000 is smaller than
0.05 . complaint handling has a positive and significant effect on customer value ,
it is seen from the level of significance of 0.043 is smaller than 0.05 . It gives the
sense that the consumer information and complaint handling effect on customer
value.
Key words: customer relationship, customer value.
Universitas Sumatera Utara