PERAN CUSTOMER RELATION OFFICER (CRO) TERHADAP LOYALITAS PELANGGAN DI PT ARMADA AUTO TARA JAKARTA BARAT
Authors: Purnama Dewi Desilia , Sapto Hadi Anugrah , Pertiwi Afjani 
Published: June 2024

ABSTRAK Menghadapi persaingan yang semakin ketat khususnya perusahaan yang bergerak di bidang pelayanan jasa service dan penjualan mobil mengutamakan pelayanan yang berorientasi pada kepuasan pelanggan hal ini menuntut perusahaan untuk melakukan berbagai perubahan dalam hal ketersediaan jenis jasa pelayanan. Berbagai perusahaan tersebut diharapkan terciptanya hubungan baik dengan pelanggan. Pelayanan jasa sengaja diberikan untuk memenangkan persaingan, misal harus memberikan pelayanan yang lebih baik dari pesaingnya. Penulisan ini berisis tentang peran Customer Relation Officer (CRO) terhadap loyalitas pelanggan di PT Armada Auto Tara Jakarta Barat. Tujuan dari penulisan ini adalah untuk mengetahui peran Customer Relation Officer (CRO) terhadap loyalitas pelanggan di PT Armada Auto Tara jakarta barat dan untuk mengetahui hambatan-hambatan yang dihadapi oleh Customer Relation Officer (CRO) terhadap loyalitas pelanggan di PT Armada Auto Tara jakarta barat. Metode penelitian yang digunakan yaitu wawancara, observasi serta riset. Berdasarkan data, kendala yang dihadapi Customer Relation Officer (CRO) terhadap loyalitas pelanggan di PT Armada Auto Tara Jakarta Barat yaitu: Fasilitas ruang tunggu yang kurang nyaman, kebutuhan sparepart yang sering inden, kurang fokusnya Customer Relation Officer (CRO) dalam melayani pelanggan, kurangnya media kotak saran. Penulis menyarankan bahwa Akan lebih baik masukan-masukan Customer Relation Officer (CRO) segera ditindak lanjuti ke arah perbaikan oleh perusahaan, didukung sarana dan prasarana yang baik akan membuat image perusahaan lebih baik dan bisa memberikan pelayanan yang baik kepada pelanggan dan perusahaan juga menyediakan kontak saran, form saran sehingga bisa membuat pelanggan lebih mudah menyampaikan kritik dan sarannya. Kata-kata Kunci: Customer Relation Officer, Loyalitas PelangganTHE ROLE OF CUSTOMER RELATION OFFICER (CRO) ON CUSTOMER LOYALTY IN PT ARMADA AUTO TARA JAKARTA BARAT ABSTRACT Facing increasingly fierce competition, especially companies engaged in services and car sales, prioritizing customer satisfaction-oriented services, this requires companies to make various changes in terms of the availability of types of services. Various companies are expected to create good relationships with customers. Services are deliberately provided to win the competition, for example, must provide better service than competitors. This writing is about the role of the Customer Relation Officer (CRO) on customer loyalty at PT Armada Auto Tara, West Jakarta. The purpose of this paper is to determine the role of the Customer Relation Officer (CRO) on customer loyalty at PT Armada Auto Tara, west Jakarta and to find out the obstacles faced by the Customer Relation Officer (CRO) on customer loyalty at PT Armada Auto Tara, West Jakarta. The research methods used are interviews, observation and research. Based on the data, the obstacles faced by the Customer Relation Officer (CRO) on customer loyalty at PT Armada Auto Tara Jakarta Barat are: Uncomfortable waiting room facilities, frequent need for spare parts, lack of focus on Customer Relations Officer (CRO) in serving customers, lack of suggestion box media. The author suggests that it would be better if the Customer Relations Officer (CRO) inputs were immediately followed up in the direction of improvement by the company, supported by good facilities and infrastructure would make the company's image better and could provide good service to customers and the company also provided contact advice , suggestion form so that it can make it easier for customers to submit criticisms and suggestions. Keywords: Customer Relations Officer, Customer Loyalty