IMPROVING MARKETING PERFORMANCE THROUGH CRM: A RESOURCES BASED VIEW APPROACH SUSTAINABLE PT GAJAH SURYA PERKASA
Keywords:
Customer Relationship Management, Resource-Based View, Marketing PerformanceAbstract
Customer Relationship Management (CRM) in the logistics industry often does not get enough attention, even though its success can produce significant competitive advantages. In this article, we discuss how the implementation of CRM (Customer Relationship Management) based on the Sustainable Resource-Based View (RBV) approach can improve marketing performance in PT Gajah Surya Perkasa. By focusing on on-time delivery, efficiency in the supply chain, and managing customer relationships, the company can maximize resources to create a sustainable competitive advantage. In addition, this research emphasizes the cooperation between the loading and unloading company (PBM) with PT Citra Swastika Sentosa, the trucking party, as well as warehouse management, human resources and logistics in improving the effectiveness of Customer Relationship Management (CRM).
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