PELAKSANAAN STRATEGI CUSTOMER RELATIONSHIP PADA PT ASURANSI JIWASRAYA (PERSERO) PEKANBARU BRANCH OFFICE

La Ode Syarfan
2013 Kaharuddin Nasution KM   unpublished
The competition in business world is very strict and difficult. Besides, technology grows at full speed, included in business. It makes most of enterprise increase the quality of business relation and customer using customer relationship strategy. Service quality is one of important thing in the area of services. It likes the safety and certainty, and price (suitable with the quality). A service that has a certain quality is not only based on the teller or customer service's friendliness, but
more » ... re than it. So, the enterprise must implement customer relationship strategy, it oriented on mutual profit. In this research, the researcher use primer data, it is data that got from respondent or research object about the implementation of customer relationship strategy on PT Asuransi jiwasraya (persero) pekanbaru branch office. Besides, the researcher also use seconder data, it is a supporting data that got from PT Asuransi Jiwasraya(persero) pekanbaru branch office. It likes profit and organization structure. The sample of this research is 46 people. While, the population in this research is customer and unit link on PT Asuransi Jiwasraya (persero) pekanbaru branch office. It was 456 at year 2011. Investment and unit link is the supreme product of this enterprise. To see the result of the implementation of customer relationship strategy, need to know the success level of the three indicators. The indicators are continuous interaction, communication, and value of relationship. From the data got, we can see that most of the respondents say that it is good, with score 2081. It show that PT Asuransi Jiwasraya (persero) pekanbaru branch office succeed in implementation the strategy. Although it is success, they must increase implementation the strategy in order ti be better in the future. Keywords: customer relationship strategy, continuous interaction, communication, and value of relationship. PENDAHULUAN Latar Belakang Masalah Di Indonesia namun secara global pengaruhnya akan semakin terasa. Pengaruh yang paling menonjol adalah meningkatnya kebutuhan manusia. Dahulu manusia hanyalah ingin memenuhi tiga kebutuhan saja, yaitu sandang, pangan dan papan. Untuk memenuhi kebutuhan yang belum pasti dimasa yang akan datang tersebut maka sebagian manusia memerlukan asuransi. Karena asuransi merupakan salah satu buah peradaban manusia dan merupakan suatu hasil evaluasi kebutuhan manusia yang sangat hakiki ialah kebutuhan akan rasa aman dana terlindung, terhadap kemungkinan menderita kerugian. Asuransi merupakan buah pikiran dan akal budi manusia untuk mencapai suatu keadaan yang dapat memenuhi kebutuhannya, terutama
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