The Customer Relationship Management (CRM) Program of Luxury Coach Unit on Free Independent Traveler (FIT) Pattern at PT Kereta Api Pariwisata
DOI:
https://doi.org/10.21009/melancong.101.01Keywords:
Customer Relationship Management, Customer Satisfaction, Kereta Api Pariwisata, Indonesian Train ServicesAbstract
This study was conducted to determine how PT Kereta Api Pariwisata processes customer data in the database by creating a Customer Relationship Management (CRM) program. As a company that does not yet have competitors in its class, PT Kereta Api Pariwisata has a program to continue to maintain good relations between the company and customers. Therefore, PT Kereta Api Pariwisata designed a CRM program as a step to establish ties with tourist train customers, especially in the Free Independent Traveler (FIT) pattern. This research was conducted qualitatively. Data collection in this study was carried out by means of interviews, observations, and literature studies. Based on the research, it shows that PT Kereta Api Pariwisata carries out three CRM programs, namely continuing marketing, one to one marketing, partnering marketing.
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