THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON IMPROVING CUSTOMER SATISFACTION: A CASE STUDY AT SAREN FROZEN MART

Abstract

Saren Frozen Mart, which was established in 2020 in Mulyosari Village, is a frozen food retail store that faces stiff competition today. This study aims to study how the implementation of a customer relationship management (CRM) system has an impact on customer satisfaction. The method used was quantitative research with data collection through questionnaires distributed to 56 respondents. The analysis was carried out using descriptive statistical techniques, validity and reliability tests, and simple linear regression analysis. The results show that the implementation of Customer Relationship Management (CRM), including the provision of memberships and the use of social media for interaction with customers, contributes significantly to increasing customer satisfaction. A simple linear regression test reveals that Customer Relationship Management (CRM) can explain 51.8% of customer satisfaction variability. The t-test showed a significant positive influence of CRM on customer satisfaction with a significance value of less than 0.001. The conclusion of this study states that the application of Customer Relationship Management (CRM) at Saren Frozen Mart is effective in increasing customer satisfaction.