Strategi Meningkatkan Customer Retention pada CV. Gemilang Jaya Tangerang Melalui Relationship Marketing

Project Improvement is to define problems within the company and to solve using marketing concepts for the best solution outcome possible. We selected CV. Gemilang Jaya Tangerang which sells electronic products to middle-low class customers with long term-period time credits. We define the problems within CV. Gemilang Jaya Tangerang using the mixture of observation, primary data and secondary data. Problems were analyze using marketing concepts such as Marketing Mix 7P’s, Flower of Services, SWOT Analysis, Fish-Bone Diagram and Level of Relationship Strategies. With this theories (concepts), it was concluded that the problems that matter the most in the company is low of customer retention. With this outcome, three alternate solutions emerge and will be discussed within the internal team in the company. Decisions will be made seeing the full-scope between risk and benefit in each solution. It came up that our solutions #1 – Volume & Frequency Rewards selected to be applied in the company. This solution is to give a reward to loyal customers that buy products repeatedly. After this solution has been run, we see that repeat buying and customer satisfaction has increase to gain customer retention and we projected that it will continue to increase in the long-run.