Customer Relationship Management dan Keunggulan Bersaing Pada UKM: Adopsi Media Sosial
Abstract
Konsep customer relationship manajemen (CRM) telah merubah strategi perusahaan dari orientasi produk ke orientasi pelanggan yang menekankan pada hubungan pelanggan. Namun praktik CRM masih sulit diadopsi pada usaha kecil karena keterbatasan sumberdaya khususnya dalam adopsi teknologi. Kehadiran teknologi media sosial membuka peluang bagi usaha kecil untuk mengadopsi CRM. Studi ini mengembangkan model konseptual hubungan CRM dan competitive advantage serta konsekuensinya pada kinerja bisnis di UKM. Studi ini memberikan kontribusi pada literatur CRM yang melibatkan teknologi media sosial. Model konseptual bermanfat sebagai referensi bagi para peneliti maupun para pelaku UKM untuk memperoleh wawasan tentang kentungan yang akan diperoleh dengan penerapan CRM.
Kata kunci: CRM, media sosial, UKM, keunggulan bersaing, kinerja bisnis
Abstract
Customer Relationship Management (CRM) has shifted product-oriented view to customer-oriented view. However, the implementation of CRM is rather challenging in small businesses due to limited resources, particularly in the use of technology. Social media has provided opportunities for small businesses to adopt CRM. This study developed the conceptual model of relationship between CRM and innovation and competitive advantage as well as its consequences on the business performance of SMSEs and the relationship between CRM and social media. The results of this study can be a reference for researchers and SMSE players to gain broader knowledge on the potential profit that can be earned by implementing SRM.
Keywords: CRM, social media, SMEs, competitive advantage, SMEs performance
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DOI: https://doi.org/10.37531/sejaman.v4i1.1242
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