Analysis And Implementation Strategy of Customer Relationship Management: Case Study In Terminal Operator 3 Tanjung Priok Port

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Indonesia  is an archipelago  that has the territorial waters of two-thirds  of the total area. As one of the largest State-owned  Enterprise in the field of port services in Indonesia, IPC has very  varied  customers.  However,  until  now the  IPC  have  not  mapped  the  customer  yet, whereas vital relationship with the customer to be able to retain current customers and attract new market.  Data customer management can do by customer  profiling, the model used are RFM and   K-Means  Clustering.  RFM is one of the customer segmentation  model based on customer  behavioral habits when making transactions with service provider, several number of articles  shows that the RFM has been applied to a number of industries  to support the process  of customer  segmentation.  If customer segments are already being identified, there is an understanding  of customer differentiation, which makes CRM more suitable.Due to implementation  of new regulation on maritime and shipping sector in Indonesia (Law No.17  Year  2008),  it is  necessary  for  IPC  management  to  maintain  their customer  and building  long time  partnership  in order to establish  strong  relationship  in business  activity. Moreover,  in line with IPC transformation and reform, the company needs to clarify its overall marketing strategy with the following implementation of Customer Relationship Management Terminal  Operator  3 is one of the operator  terminal  managed  by the  management  of the Tanjung   Priok  Port,  these  terminal  has several  business  services  includes:  International Container  Terminal,  Domestic Container  Terminal,  International  General  Cargo,  Domestic General  cargo,  Storage. These terminal faces challenges  in competition,  not only intra-port competition  (between terminal operator in one port area), but also inter-port competition (port in the same area) and also intermodal transport competition (rail, land transport, air transport from and to port).
The purpose of this thesis project is to propose CRM initiative strategy for Terminal Operator 3  of  Tanjung  Prick  Port and  how to  be implemented.  Customer  profiling  using  K-means customer  clustering method will use as a basis information in order to provide suggestion for CRM  strategy  and implementation  in Terminal  Operator 3 of Tanjung  Prick  Port. K-means customer  clustering  is a simple  process for  approximating  the  mean  (vectors)  of a set  K- groups, where K represented by the initial group centroids.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

TD MG NUR a C.1

Penerbit

Netherlands : Netherlands Maritime University., 2015

Deskripsi Fisik

ix, 52 p., : table : illus : 30 cm

Bahasa

English

ISBN/ISSN

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Klasifikasi

MG

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Cluster Profilling
Customer Relationship Management
K-Means
Marketing Strategy
RFM

Info Detail Spesifik

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Pernyataan Tanggungjawab

Shaqina Nuruly

Versi lain/terkait

Lampiran Berkas

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