STRATEGY BUILDING AND MAINTAINING CUSTOMER RELATIONSHIPS TO IMPROVE CONSUMER LOYALTY IN MSME CHICKEN CHEESE BALLS MEDAN

Gadis Intania, Mutiara Putri Irawan, Indah Elfia Aurafa, Rafa Al Jihada, Isra Hayati

Abstract


Study This aim For know the strategy used in building and maintaining customer relationships
and its influence to improvement loyalty Consumers at the Checken Cheese Balls UMKM
Medan. Research This use approach study qualitative with method descriptive . Respondents in
study This consists of from owner Selected Checken Cheese Balls Medan MSME businesses and
consumers purposively . The data collection technique was carried out through interviews ,
observation , and documentation . Data analysis techniques used covering data reduction , data
presentation , and data extraction conclusion . Research results show that the customer
relationship strategy implemented by the UMKM Checken Cheese Balls Medan includes
friendly service , quality consistent products , good communication with customers , as well as
promotion and response fast to complaint consumers . The strategy proven capable increase satisfaction and loyalty consumers , which is characterized with purchase repeat and recommendations to other consumers .


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