This writing will discuss the implementation of Customers Relationship
Management into in-house membership card loyalty program managed by
Matahari and Rimo, as two of the biggest retail outlets in Indonesia in the
relationship to consumers? buying decision.
The writer utilizes questionnaire and informal interviews as media of
data gathering and find that between Matahari and Rimo in-house membership
card holders share almost the same demographic profile, Matahari Club Card and
Rimo Smart Card are one of deterrent factors influencing consumers? purchasing
decision, and both of the in-house membership card program are perceived to be
useful, attractive, and understandable.
In conducting the compare and contrast analysis on results, the writer
find: Matahari is less attractive than Rimo due to the budget allocation to be
reimbursed to the customers is 1% compared to 15%, both Matahari and Rimo
customers are considered to be loyal in their own ways of shopping and frequency
of visiting, Rimo tends to be a more customer oriented organization compared
than Matahari, and application fee brings advantages and disadvantages for
Matahari and Rimo.
To enhance the MCC and RSC program, the writer recommends both
Matahari and Rimo in 3 areas: prerequisite of obtaining the card, recognition
program, and communication.
(34400057) YOLANDA EFFENDI
(96-010) Richard Von Llewelyn
(98-038) Filicia Chandra
Universitas Kristen Petra
Year : 2004
1. CONSUMER SATSIFACTION
2. CUSTOMER LOYALTY
consumer purchasing decision, loyalty program
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Final Assignment Report No. 00040046/MAN/2004; Yolanda Effendi (34400057)
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