Customer Relationship Management sebagai Strategi Penciptaan Keunggulan Bersaing pada Sektor UMKM: Sistematis Literatur Review
DOI:
https://doi.org/10.32528/jmbi.v12i02.4121Keywords:
Customer Relationship Management, Keunggulan Bersaing, UMKMAbstract
Upaya pengembangan UMKM seringkali dihadapkan pada kendala dan hambatan lemahnya kemampuan pemasaran serta persaingan yang ketat. Customer Relationship Management (CRM) merupakan strategi yang komprehensif dan proses memperoleh, mempertahankan, dan berkolaborasi dengan pelanggan untuk menciptakan nilai (value) bagi perusahaan dan pelanggan. Banyak penelitian tentang CRM telah mencapai kemajuan signifikan di beberapa bidang seperti telekomunikasi, perbankan, dan manufaktur, tetapi penelitian khusus untuk UMKM masih sangat terbatas. Tujuan systematic literature review (SLR) ini adalah untuk mengidentifikasi, mengkaji, dan memberikan kerangka model tentang CRM dan kaitannya dengan penciptaan keunggulan bersaing pada sektor UMKM. Literatur yang digunakan terbit pada tahun 2015-2024 dan basis data referensi adalah Scopus. Metode SLR menggunakan PRISMA dan visualisasi data menggunakan software VOS viewer. Temuan penelitian ini menunjukkan bahwa CRM memainkan peran penting dalam konteks UMKM dengan meningkatkan kepuasan pelanggan, menumbuhkan hubungan jangka panjang, dan pada akhirnya mendorong keberlanjutan bisnis dan keunggulan kompetitif. CRM telah menjadi strategi penting untuk menjaga organisasi tetap fokus pada kebutuhan pelanggan, meningkatkan tingkat layanan dan kepuasan pelanggan serta membina hubungan jangka panjang dengan pelanggan, yang dapat menghasilkan keuntungan dan keberlanjutan organisasi. Hasil VOS viewer menyebutkan delapan cluster yang terbentuk dengan CRM sebagai titik fokus terkait dengan topik penelitian.
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