Pengaruh Manajemen Hubungan Pelanggan Terhadap Inovasi Produk Pada Usaha Mikro Kecil Dan Menengah Di Perkampungan Industri Kecil, Pulo Gadung
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Institusion
STIE Indonesia Banking School
Author
Simaguci, Restia
Subject
HD28 Management. Industrial Management
Datestamp
2020-11-02 08:57:40
Abstract :
This research studies about the effects of customer relationship management to product innovation in the small and medium micro enterprises in Small Industry Area (PIK) at Pulogadung. Four dimensions of customer relationship management are information sharing, customer involvement, long-term partnership, and joint problem-solving. This study use multiple regression analysis. Data are obtained by distributing questionnaires to 86 employees of SMME?s garment producers in Small Industry Area (PIK) at Pulogadung. The results of this study indicate that there are positive and significant influence between customer relationship management to product innovation. This occurs because SMEs have implemented customer relationship management to product innovation. The practical implications of the findings indicate that not all CRM activities contribute to product innovation. Managers should develop CRM based on the customer expectation in order to improve customer loyalty to the company. Keywords: Customer Relationship Management, Information Sharing, Customer Involvement, Long-term Partnership, Joint problem Solving, Product Innovation.
This research studies about the effects of customer relationship management to product innovation in the small and medium micro enterprises in Small Industry Area (PIK) at Pulogadung. Four dimensions of customer relationship management are information sharing, customer involvement, long-term partnership, and joint problem-solving. This study use multiple regression analysis. Data are obtained by distributing questionnaires to 86 employees of SMME?s garment producers in Small Industry Area (PIK) at Pulogadung. The results of this study indicate that there are positive and significant influence between customer relationship management to product innovation. This occurs because SMEs have implemented customer relationship management to product innovation. The practical implications of the findings indicate that not all CRM activities contribute to product innovation. Managers should develop CRM based on the customer expectation in order to improve customer loyalty to the company. Keywords: Customer Relationship Management, Information Sharing, Customer Involvement, Long-term Partnership, Joint problem Solving, Product Innovation.
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