ABSTRACT
ANALYSIS OF THE EFFECT OF CUSTOMER RELATIONSHIP
TOWARDS CUSTOMER VALUE AT GROSIR BUSANA MUSLIM UD. LENI
Customer relationship is the company's strategy to gain profit through customer management efforts . Customer relationship is a process of changing customer behavior from time to time and learn from every customer interaction , adjust the action , and strengthen the bond between the customer and the company. This is the main principle that is important in marketing . There are two activities in a customer relationship are: consumer information and complaint handling . Customer relationship close relationship with the consumer information and complaint handling . Consumer information is a collection of information related to customer characteristics . Camplaint handling is handling customer complaints and follow up effectively and quickly . Overall activity of consumer information and complaint handling has a relationship to the value of the customer
The method used in this study is a survey approach , this type of research is causal associative , and the nature of this study was to analyze the relationship between the variables with other variables . Methods of data collection through interviews , questionnaires and documentation studies . Data analysis method used is multiple regression . Population is the retailers who come to visit and shop to UD . Leni as many as 85 people . The samples in this study using census in which the entire population included in the sample .
The results showed that simultaneously be known consumer information and complaint handling significant effect on customer value . Partial results of the study showed that consumer information in a positive and significant effect on customer value , it is seen from the level of significance of 0.000 is smaller than 0.05 . complaint handling has a positive and significant effect on customer value , it is seen from the level of significance of 0.043 is smaller than 0.05 . It gives the sense that the consumer information and complaint handling effect on customer value.
Key words: customer relationship, customer value.
