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Kurniawan Wahyu Saputra; Wahyu Selamet Prihatin; Arrif Wahyudi

Jurnal Ekonomi, Akuntansi, dan Perpajakan 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This article explores inconsistencies in employee performance within small, project-oriented service sectors, where quality depends on daily tasks, punctuality, and adherence to procedures. Since skill development relies largely on informal workplace learning, differences in worker competencies often lead to rework, customer complaints, and safety issues. The study investigates how skills and competencies affect employee performance, illustrating how individual abilities translate into observable performance through the ability–motivation–opportunity (AMO) framework and experience-based learning. A qualitative case study at Rajasa Teknik included interviews and observations to examine project coordination, quality standards, and supervision practices. Results indicate that competencies and skills primarily influence ability, but sustained motivation- driven by realistic goals and fair feedback- along with ample opportunities such as smooth material flow, clear roles, and on-site decision support, enhance performance. The findings underline the importance of a cohesive work system (task division, quality control, communication), a consistent safety culture (K3), and straightforward, repetitive HR practices that facilitate tacit knowledge transfer into routines. Improvements suggested involve mapping core competencies, brief mentoring sessions, quality-focused standards, and evaluation systems to minimise service variation and promote sustainable performance in similar businesses. Overall, this research broadens the understanding of performance management in small enterprises and offers practical guidance for interventions.

Aghnia Layalia; Ulfi Pristiana; Estik Hari Prastiwi

International Journal of Entrepreneurship and Management 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Laskar Buah is a modern retail chain specializing in the sale of fresh fruit. At present, the company operates one hundred branches across ten regencies. One of its outlets, Laskar Buah Ngumpakdalem, ranks among the top three branches in terms of transaction volume; however, it has received a considerable number of customer complaints regarding the quality of service provided. This situation has prompted management to conduct a thorough evaluation of the store’s service quality.This study was conducted with the aim of analyzing and evaluating service quality using the Importance–Performance Analysis (IPA) method based on the Retail Service Quality Scale (RSQS). The results of the IPA analysis were subsequently used as a foundation for determining priority areas for service improvement.The findings reveal that four service attributes fall within Quadrant B, indicating that they should be prioritized for immediate improvement. These attributes include the cleanliness of the shopping area, store layout, employee product knowledge, and product quality. Additionally, twelve attributes fall under Quadrant C, where performance should be maintained due to their already strong results. On the other hand, eleven attributes fall into Quadrant A, meaning they are considered lower  priority, while one attribute is located in Quadrant D, suggesting that Laskar Buah Ngumpakdalem is providing excessive performance in that particular aspect.

Muhammad Ilham Fauzi; Teuku Ahmad Yani; Muhammad Jafar

IJLS (International Journal of Law and Society) 2025 Asosiasi Penelitian dan Pengajar Ilmu Hukum Indonesia

Qanun of Banda Aceh City Number 4 of 2022 emphasizes that the Tirta Daroy Regional Public Company of Drinking Water aims to provide fair and sustainable drinking water services. The legal relationship between the customer and the company is regulated through the Decree of the Board of Directors PEG Number. III/10/PDAM/2020. However, there are still many customers who are in default in the form of late payments that cause losses to the company and are contrary to Article 1243 of the Civil Code regarding the obligation of debtors to compensate for losses due to negligence. This study aims to analyze the default settings in the customer connection agreement at  the Tirta Taroy Regional Public Drinking Water Company  , identify the factors causing defaults, and explain the form of applying civil sanctions to customers who commit defaults. This study uses an empirical juridical method with qualitative descriptive analysis based on legal and field data. The results of the study show that the most dominant forms of default in customers of the Tirta Daroy Regional Drinking Water Public Company are late and arrears of payments, not paying at all and misuse of water connections. The main causative factors include economic conditions, administrative negligence, and intentional elements. Legally, this default causes financial losses and disrupts the sustainability of public services. Sanctions are applied in stages through notices, warnings, summonses, to fines, compensation, or disconnection. The Tirta Daroy Regional Public Company is advised to follow up on customer complaints, improve the billing system, adjust the sanction clause proportionately, and increase legal awareness through socialization.

Kartika Kartika; Eka Susilawati; Fithrotul Kalimah; Rizqi Fitrianti; Arfian Suryasuciramadhan

Jurnal Riset Rumpun Ilmu Sosial, Politik dan Humaniora 2025 Pusat Riset dan Inovasi Nasional

This study aims to analyze the role of communication in Customer Relationship Management (CRM) systems in creating customer satisfaction at PT Bangkit Jaya Teknik Indonesia, a business-to-business (B2B) cold storage installation service company. The research background lies in the increasing number of customer complaints during 2022–2024, mainly due to delayed responses, suboptimal after-sales service, and the absence of a centralized communication record system. This study employed a qualitative approach with a case study design. Data were collected through observation, semi-structured interviews with internal parties (marketing project, project manager, project PIC) and customers, as well as company archival documentation. The findings reveal that responsive, open, and two-way communication plays a significant role in enhancing customers’ sense of being valued, trust, and loyalty, which ultimately fosters satisfaction. However, communication barriers such as delays in after-sales service, gaps between customer expectations and company procedures, and the lack of a communication database remain major challenges. To overcome these, the company has initiated strategies including the development of a customer communication database, improved after-sales monitoring, and the adjustment of communication standard operating procedures to align with customer needs. These results reinforce the relevance of Relationship Management theory and the IDIC model, both of which emphasize communication as the core of CRM. Theoretically, this study contributes to organizational communication studies, while practically, it provides recommendations for B2B service companies to prioritize communication in CRM strategies to strengthen customer satisfaction and loyalty.

Brigitta Cornelia Amanda; Wiwik Herawati

Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the effect of relationship marketing on customer loyalty with customer satisfaction as a mediating variable at Sky Beauty Care Surabaya. Relationship marketing, which encompasses aspects of trust, commitment, communication, and complaint handling, has been identified as an important strategy in building long-term relationships with customers. In this study, a quantitative approach was used with a survey method, where data was collected through questionnaires distributed to customers who have used Sky Beauty Care services. The analysis results show that relationship marketing has a significant effect on customer satisfaction. The trust built between customers and the company, the company's commitment to providing the best service, clear and open communication, and prompt and effective complaint handling all contribute to increased customer satisfaction. This high customer satisfaction, in turn, has a positive effect on customer loyalty. Customers who are satisfied with the service they receive are more likely to use the service again and recommend it to others, ultimately strengthening the customer's relationship with the company. These findings provide an important contribution to Sky Beauty Care in formulating more effective marketing strategies. Better implementation of relationship marketing can increase customer satisfaction and loyalty, which ultimately has a positive impact on business sustainability and growth. Therefore, companies need to continuously strengthen customer relationships by improving service quality, communicating effectively, and responding to customer complaints. Therefore, relationship marketing can be key to successfully retaining customers and increasing their loyalty. Furthermore, this study also shows that customer satisfaction is not only a direct result of relationship marketing but also a key driver in fostering sustainable customer loyalty.

Alfin Muslikhun; Rowiyani Rowiyani; Lathifatul Aulia; Mukhlidin Mukhlidin

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This research investigates the impact of several key factors on customer satisfaction at the KAI Company, specifically for train services operating at Poncol Station in Semarang. Classified as causal research, the study focuses on identifying how variables such as electronic service quality (e-quality), complaint handling, station facilities, and punctuality contribute to improved satisfaction among passengers. The research population consists of all train users at the station, without a fixed number, while a sample of 100 respondents was selected using the Lemeshow formula. Data collection methods involved the use of structured questionnaires and interviews with passengers to gain both quantitative and qualitative insights. The data analysis revealed that 85% of customer satisfaction levels can be attributed to the four main factors mentioned: the quality of digital services, the effectiveness of complaint resolution, the availability and quality of facilities, and adherence to schedules. The remaining 15% of satisfaction is influenced by other, unexamined variables. Each of the four tested variables was found to have a statistically significant individual (partial) impact on customer satisfaction. Furthermore, the simultaneous (overall) testing confirmed that these factors collectively have a strong and meaningful effect on how passengers perceive the quality of the rail service. The findings emphasize the importance of consistently improving these specific operational areas to enhance customer experiences. In particular, maintaining service reliability, responding to customer complaints efficiently, improving digital interfaces, and upgrading station facilities can lead to greater satisfaction and potentially increase customer loyalty. The study suggests that service providers like KAI must adopt a customer-centered approach that focuses on both digital and physical aspects of the travel experience to remain competitive in the transportation industry.

Ridho Fadliansyah; Irawan Irawan; Dian Nirmala Dewi

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

This study aims to measure the business performance of CV XYZ through the perspectives of finance, customers, internal business processes, growth and learning of the balanced scorecard method at CV XYZ in 2023. The data used is primary data, in the form of data from interviews with CV XYZ managers or those who have authority over CV XYZ business performance data. The results of the study can be concluded that based on research on the financial perspective, the results of the calculation of current ratio, revenue growth, debt to total assets, debt to equity, return on equity, return on assets and net profit margin get “good” criteria. In the customer perspective, the results of the calculation of customer retention get “sufficient” criteria, while the results of the calculation of customer acquisition and customer complaints get “good” criteria. In the internal business process perspective, the results of the calculation of minimize error rate and rework, and agreements with third parties get the “good” criteria. In the growth and learning perspective, the results of the calculation of employee retention get the criteria “sufficient”, employee training gets the criteria “good” and absenteeism gets the criteria “not good”.

Ade Irmayanti; Iin Soraya; Cindya Yunita Pratiwi

Jurnal Penelitian Komunikasi dan Sosialisasi 2025 Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

This study aims to analyze the Public Relations (PR) communication strategy used by PT Gamelan Tour in building the company's positive image. This research applies the Two-Way Symmetric Communication theory developed by James E. Grunig and Todd Hunt, which emphasizes the importance of reciprocal communication between the company and the public. Through this approach, PT Gamelan Tour aims to listen to customer complaints, provide clear explanations,and resolve issues in a transparent and effective manner. Additionally, this study discusses various relevant communicationmanagementmodels,including thetwo-way symmetric model, which helps the company maintain mutually beneficial relationships with its customers. The research methodology uses a qualitative approach, collecting data through in-depth interviews with key stakeholders at PT Gamelan Tour, including Vania Nefrela Regar (Public Relations), Reva Agustina (Ticketing &Hotel), and the company's customers. This study adopts four steps of Public Relations strategy, which include: (1) defining the problem/facts to identify existing issues, (2) planning and programming to formulate effective communication strategies, (3) taking action and communicating to implement the planned strategies, and (4) evaluating the program to assess the success of its implementation and its impact on the company's image. The research findingsindicate that effective communication strategies, whether in the form of feedback, direct communication, or mutual understanding, can improve the company's image and strengthen relationships with customers.This studyalsohighlightstheimportanceofthoroughcommunication planning and consistent implementation to achieve the company's goals in building positive relationships with the public.

Dionisius Hardin; Nur Nawaningtyas

Merkurius : Jurnal Riset Sistem Informasi dan Teknik Informatika 2024 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

This study aims to evaluate the service quality of PT TJ Bros using the SERVQUAL method, which includes five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. Data were collected through a Likert-scale questionnaire from 50 active customers selected using purposive sampling. The analysis measured the gap between customer expectations and their perceptions of the company's services.The findings indicate that all service dimensions exhibit negative gaps, meaning the service quality does not fully meet customer expectations. The responsiveness dimension shows the largest gap (-0.80), reflecting delays in responding to customer complaints or requests. The tangibility dimension also demonstrates a gap (-0.40), indicating a need for improvements in physical facilities, such as cleanliness, waiting area comfort, and employee appearance. In the empathy dimension, customers feel a lack of personalized attention, with a gap of -0.60.To enhance customer satisfaction, the company is recommended to improve its customer response system using technology-based complaint management, upgrade physical facilities, and train employees in communication and personalized service. Adjustments to employee uniforms and training to maintain service consistency are also suggested.In conclusion, comprehensive improvements in operational systems, facilities, and employee skills are necessary to enhance service quality. By meeting or exceeding customer expectations, PT TJ Bros can boost customer loyalty and strengthen its competitive position in the market.

Putri Riswana; Novriyenni Novriyenni; Siswan Syahputra

Repeater : Publikasi Teknik Informatika dan Jaringan 2024 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

The increasing complexity of public demand for telecommunication services, particularly internet services, has pushed PT. Telkom, as one of the state-owned enterprises (SOEs), to continuously enhance the quality of its services. One of its flagship products, Indihome, offers faster internet connectivity compared to dial-up services. However, Indihome has been frequently criticized by customers due to service disruptions. This indicates a need for developing effective strategies to address customer complaints. The primary issue faced by the public is the lack of knowledge regarding service disruptions, leading to difficulties in explaining the problem to technicians for repair. This research aims to develop a Telkom service disruption diagnosis system that can assist the public in identifying issues early without direct consultation with an expert. The system is developed using an expert system method, where information about service disruptions is processed to generate accurate diagnoses. With this system, customers can identify the type of disruption and provide clearer information to Telkom technicians. The research findings indicate that the most common disruptions are caused by faulty adapters or modems and disconnected configurations, with a density value of 54.49%. This system is expected to improve Telkom’s public service quality, minimize customer complaints, and expedite the repair process for Indihome services.  

Setiani Mutia, Ana

Manufaktur: Publikasi Sub Rumpun Ilmu Keteknikan Industri 2024 Asosiasi Riset Ilmu Teknik Indonesia

This study aims to analyze the service quality of PDAM Tirta Danau Tempe in Wajo Regency using the Quality Function Deployment (QFD) method with the House of Quality (HoQ) approach. The research methods used include qualitative data collection through interviews and observations, and quantitative data through questionnaires filled out by 30 respondents from 650 PDAM customers. Validity and reliability tests were conducted to ensure data consistency, while HoQ analysis was used to link customer desires with the quality of service provided. The results show that the most important service attributes for customers are the PDAM's good reputation, timely office operation time, and effective communication by staff. However, some aspects such as the company's compliance with service promises and the availability of a comfortable waiting room need to be improved. The conclusion of this study is that there is a need to improve service quality through a thorough evaluation of these attributes to increase customer satisfaction and strengthen their loyalty. Technical recommendations include improving employee work ethics, handling customer complaints, and more appropriate employee placement to improve PDAM service performance.

Enny Istanti; Mahjudin Mahjudin; Rina Dewi; Diana Zuhro; Sutini Sutini +1 more

International Journal of Economics, Commerce, and Management 2024 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This research aims to examine what factors influence the level of customer loyalty of GeraiHALO Telkomsel Wonosobo, Central Java. The population in this study are customers who have subscribed or are currently subscribing to Telkomsel Kartu HALO, simPATI and AS product services, having subscribed for at least six months. Determining the sample in this research used the probability sampling method. This analysis uses the Importance Performance Analysis (IPA) method which is used to determine the level of importance and perception (expectations) of the Marketing Mix towards customer satisfaction implemented by the company. The results of the IPA analysis show that the dominant factors influencing customer loyalty are product quality, price, distribution variables. and promotion variables in this research are quite good in explaining customer perceptions. The author's advice to companies is that companies create products that are superior in quality, and always maintain product quality, namely by always innovating products that are tailored to customer desires for the product. Apart from that, companies must always pay attention to customer complaints by minimizing customer complaints.

Natria Aminarti; Rayyan Firdaus

Jurnal Penelitian Manajemen dan Inovasi Riset 2024 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

PT PLN (Persero) UP3 Binjai is one of the PLN units that supply electricity to the community. Digital services launched by PLN in the form of PLN Mobile continue to be developed to meet customer needs and satisfaction as well as ease of access. The purpose of this study was to determine the development of efficient customer service through the use of PLN Mobile in UP3 Binjai. The literature review method is used to collect research data by using literature studies to collect materials from books and scientific journals regarding the use of PLN Mobile. From the results of the study, the PLN Mobile application provides benefits for the UP3 Binjai community to find solutions to customer electricity problems, ranging from applying for new electricity installations, checking bills, switching power, responding to complaints and power outages, to purchasing electricity tokens. However, there is a weakness, namely when customers check their bills, customers cannot see information on how much Rupiah is charged, only the month billed. This PLN Mobile application will also have a positive impact on customers and PLN employees because it is more efficient and saves time and energy for customers and employees in resolving customer complaints.

Itsqon Wafi Fauzan; Hanna Maria Siagian; Muhammad Baihaqi; Putri Yuliarman; Sri Ningsi Karnance

Jurnal Manajemen Riset Inovasi 2024 Pusat Riset dan Inovasi Nasional

This study aims to determine and examine the effect of intercultural communication variables and handling customer complaints on customer loyalty. This research uses quantitative research methods. Data collection in this study was obtained through distributing questionnaires to buyers at MMTC Fruit Market. The sample in this study amounted to 100 respondents. The sampling technique used is non probability sampling. The data analysis used in this study used multiple linear regression. The results of this study concluded that intercultural communication has no partial effect on customer loyalty, with the t test results 0.970 < 1.984 with a significance value of 0.334 > 0.05. Handling customer complaints partially has no effect on customer loyalty, at a significance value of 0.590> 0.05 and a calculated t value of -0.570 < 1.984. Meanwhile, based on the F test that intercultural communication and handling customer complaints have no simultaneous effect on customer loyalty with a sig value of 0.520> 0.05 and a calculated f value of 0.658 < 3.09.

Aldinar Assyafiq Akbar; Imam Nuryanto

Jurnal Ekonomi dan Keuangan 2024 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to identify the service attributes that are important to consumers using the servqual integration method and cartesian diagrams. With the help of the SPSS tool, 120 respondents were surveyed. The results show that the quality of service provided by Tirta Moedal Water Company is good, with an average performance score of 3.5 on a scale of 1 to 5. The dimensions that need to be improved are responsiveness and empathy. These attributes include the process of handling complaints, providing information during maintenance, the speed of responding to customer complaints, the ability of employees to listen to customer complaints, and the availability of consultation and complaint services for consumers. This study is expected to help improve service quality and maintain existing attributes.

Hena Salsabila Putri; Anggia Sagita; Hajar Ulvia

Repeater : Publikasi Teknik Informatika dan Jaringan 2024 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

Responsiveness is a form of feedback and the willingness of service providers to provide support to the community through their services. Responsiveness also refers to the connection between activities and services and the needs and expectations of society. Responsiveness is very important in serving the people because it provides evidence of the organization's capability in recognizing the wishes of the people. This research aims to understand the response capacity of the Regional Disaster Management Agency to flood incidents in Tanjungpinang City. The scope of this research has six criteria, namely: 1) Responding to every customer/candidate who needs to receive services; 2) Staff/equipment provides timely service; 3) Appropriate service personnel/equipment; 4) Personnel/equipment provides services with care; 5) Personnel/equipment performs service immediately; 6) All customer complaints are handled by employees. This study applies qualitative methods combined with qualitative descriptive analysis. The subject of this research is the Head of the Disaster Prevention and Preparedness Division and the Logistics Division. Information retrieval methods include question and answer and note taking. The results of the research show that currently there is starting to be a response or response from the BPBD which is going better than before, this is also in accordance with their motto, namely fast, responsive and tough.

Maulana Aksan; Marliyah Marliyah

Jurnal Ekonomi dan Keuangan Islam 2024 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

PDAM tariffs and policies have a very important role in maintaining the availability of clean water and quality services for the community. Economically, the tariffs set by PDAM enable the provision of clean water in a sustainable manner with operational finance, infrastructure maintenance, and investment in developing the water distribution network. This research aims to reveal the impact of PDAM Tirtanadi's tariff adjustment policy on customer satisfaction. Adjusting air tariffs is an important step for PDAMs to finance infrastructure maintenance and operations, but this can also have an impact on customer satisfaction. The research method used is qualitative research with a descriptive approach. Qualitative research makes it possible to describe phenomena in depth, including the impact of PDAM Tirtanadi's tariff policy on customer satisfaction. In the descriptive method, the main focus is on a detailed and in-depth description of the observed phenomenon, without carrying out statistical analysis. The data used in this research comes from writings contained in books, scientific journals, previous research and through interviews with customers and related parties of PDAM Tirtanadi Medan Denai Branch during college internships. The results of this research indicate that the tariff adjustment policy creates hopes and concerns among customers, who hope that service quality will increase in line with tariff increases. In addition, this research also identifies factors that influence customer perceptions of tariff policies, including the quality of services provided, transparency in the use of funds, and responsiveness to customer complaints. The implications of this research are the importance of considering customer needs and expectations in designing adequate tariff policies, as well as the importance of transparency and accountability in providing public services such as the provision of drinking water.    

Diva Mumtazah Putri Zulferry; Nurlaila Nurlaila

Jurnal Publikasi Ekonomi dan Akuntansi 2024 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Billing and Payment Collection plays an important role at PT. Telekomunikasi Indonesia. This unit is tasked with collecting and handling receivables collection and cash receipts from Indihome customers. The unit's role is to communicate with customers to remind them of their obligations in paying bills for the current month and arrears that are due. This research uses qualitative methods with primary data types. The research results show that the role of the unit greatly influences Telkom's cash income. Telekomunikasi Indonesia, Tbk. However, there are problems faced by both customers and companies, such as network damage, errors in inputting customer data and so on. Therefore, Billing and Payment Collection should provide the right information to customers and must adjust the incoming information in accordance with applicable policies at Telkom so that there are no misunderstandings between marketing and billing, and reduce the level of customer complaints.

Chesa Clara Chameria; Abdul Sadad

Jurnal Riset Rumpun Ilmu Sosial, Politik dan Humaniora 2023 Pusat Riset dan Inovasi Nasional

Indonesia is one of the developing countries, to carry out fair and equitable development throughout Indonesia, there is a need for sufficient energy as a driving motor for development itself. Electricity distribution in Pekanbaru, as in other regions of Indonesia, is handled by the State Electricity Company (PLN) as the largest electricity supply company in Indonesia. PT. PLN (Persero) Pekanbaru ULP Panam branch as one of SOEs that aims to provide services in the field of electricity to the community (Public Utility). Organizational structure that is a primary and absolute requirement for increasing employment, responsibility and achievement of established goals. The purpose of this study is to describe and analyze PT.PLN services in handling customer complaints and identify and analyze the inhibitory factors of PT.PLN services in handling customer complaints. This study used Zeithaml's theory of five indicators: Tangible, Reliability, Responsiveness, Assurance, Emphathy. The methods used in this study are qualitative research methods that are descriptive. With data collection techniques, observation interviews and documentation. The service provided by PLN ULP Panam is still insufficient because of the many customer complaints that resulted in the service process being hampered. The service provided by the officers is not sufficient in responding to customer complaints and the SOP or Service Standards for officers in handling customer complaints do not exist. PLN ULP Panam must take this problem seriously because if there is no SOP or Service Standard, it is detrimental to the service process provided to customers.

Shelvina Putri Danisa; Muchsin Muthohar

Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah 2023 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Intense competition within the industrial sector drives companies to be more proactive in creating and continually designing strategies to maintain their position in the market. Companies that have customer relationship strategies can enhance customer loyalty, which in turn optimizes the long-term profitability of the company. Through this strategy, relationships with customers can be strengthened, and existing customers can be retained. The strategy is also implemented by one of the heavy equipment companies in Indonesia, namely PT Trakindo Utama Branch BSD, to effectively address customer complaints so that customers feel comfortable again despite their previous dissatisfaction with the services provided. This research aims to determine whether the implementation of customer relationship management strategies carried out by PT Trakindo Utama's BSD Branch can effectively enhance customer relationships, retain customers, and increase loyalty. The methodology used in this research is a qualitative approach, involving data collection techniques such as observation and interviews with employees of PT Trakindo Utama Branch BSD in the Sales division and the Parts Counter sub-division who have direct and intensive communication with customers, as well documentation. Therefore, the data obtained are accurate and based on sources within the company relevant to the research. Through observations and interviews, it can be seen that the customer relationship management strategies implemented by the company have been effective in improving and maintaining customer relationships and increasing customer loyalty by offering loyalty programs, such as excellent and solution-oriented services, providing incentives, annual contracts, membership rewards, and conducting evaluations based on customer assessments.