Analysis of the Implementation of Customer Relationship in an Effort to Increase Customer Loyalty at PT Indo Moda Raya

Abstract

This study aims to analyze the implementation of Customer Relationship Management (CRM) to increase customer loyalty at PT Indo Moda Raya, a loading and unloading/cargo handling service company that supports smooth logistics distribution. However, customer relationship management still runs conventionally due to the lack of a CRM system andStandard Operating Procedures. Formally documented CRM Standard Operating Procedure (SOP). This study used a qualitative, descriptive method. Data were collected through field observations, semi-structured interviews with internal company stakeholders and key customers, and documentation. Data analysis was conducted using thematic analysis through coding, theme identification, analytical narrative development, and conclusion drawing, with validity tested through source and technique triangulation. The results of the study indicate that PT Indo Moda Raya can provide satisfactory loading and unloading services, particularly in terms of punctuality, security of goods, and professionalism of the workforce, thereby building customer satisfaction and trust. However, the CRM implementation is not optimal, especially in communication (including delays in schedule change information), and customer data management remains manual and fragmented, hindering more proactive, data-driven services. Therefore, the study recommends developing written CRM Standard Operating Procedures (SOPs), strengthening operational communication protocols, and implementing integrated customer data management to enhance customer loyalty and the company's business sustainability.