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All Journal Bussman Journal : Indonesian Journal of Business and Management
Kavitan, Vebbie
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Economics, Econometrics & Finance

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CUSTOMER RELATIONSHIP MANEGEMENT SEBAGAI STRATEGI RELASIONAL UMKM: STUDI KASUS PADA CAFE ABANG Hasan, Golan; Kavitan, Vebbie; Waty, Indah; Steven, Steven; Gautama, Jocky; Jesslieca, Jesslieca
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.371

Abstract

This study aims to describe the implementation of customer relationship management in the culinary-based SME Cafe Abang and evaluate its influence on service quality, customer satisfaction, and customer loyalty. The research applies a qualitative descriptive approach through field observation and in-depth interviews with the business owner. The findings indicate that Cafe Abang intuitively applies CRM through personalized service, a comfortable atmosphere, and consistent communication. Customers respond to this approach with emotional satisfaction and demonstrate loyalty through repeat visits and word-of-mouth recommendations. Service quality emerges as a key element in fostering sustainable relationships, even without formal digital systems. Experience-based CRM practices are proven effective in generating customer loyalty in the context of Small and Medium Enterprises (SMEs). This study confirms that relational strategies focusing on emotional closeness and service consistency can shape loyalty without relying on advanced technology.
Co-Authors Gautama, Jocky Golan Hasan, Golan Jesslieca, Jesslieca Steven Steven Waty, Indah