CUSTOMER RELATIONSHIP MANEGEMENT SEBAGAI STRATEGI RELASIONAL UMKM: STUDI KASUS PADA CAFE ABANG

Golan Hasan; Vebbie Kavitan; Indah Waty; Steven Steven; Jocky Gautama; Jesslieca Jesslieca

doi:10.53363/buss.v5i2.371

Authors

Golan Hasan Universitas Internasional Batam
Vebbie Kavitan Universitas Internasional Batam
Indah Waty Universitas Internasional Batam
Steven Steven Universitas Internasional Batam
Jocky Gautama Universitas Internasional Batam
Jesslieca Jesslieca Universitas Internasional Batam

DOI:

https://doi.org/10.53363/buss.v5i2.371

Keywords:

Customer Relationship Management, Service Quality, Customer Satisfaction, Customer Loyalty, SMEs, Manajemen Hubungan Pelanggan, Kualitas Pelayanan, Kepuasan Pelanggan, Loyalitas Pelanggan, UMKM

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.

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