Wijaya, Monica Octaviani (2026) STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT PT PERTAMINA GAS NEGARA TERHADAP PENGELOLAAN PELANGGAN INDUSTRI. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
This study aims to analyze the implementation of Customer Relationship Management (CRM) strategies in managing industrial customers at PT Pertamina Gas Negara (PGN) in the Surabaya and Gresik regions. A qualitative approach with a case study method was employed to gain an in-depth understanding of customer relationship management strategies within the business-to-business (B2B) energy sector. Data were collected through in-depth interviews, observations, and documentation involving the Customer Management and Sales divisions. Data were analyzed using the Miles, Huberman, and Saldaña model, consisting of data condensation, data display, and conclusion drawing and verification. The findings reveal that PT PGN implements CRM through four main stages: customer acquisition, customer enhancement, customer retention, and customer loyalty. Customer acquisition is carried out through customer profiling, energy needs analysis, and a value-based selling approach. The enhancement stage is supported by digital technologies, including Automatic Meter Reading (AMR), SCADA, and the Pertiwi Mobile application, which improve information transparency, enable real-time gas consumption monitoring, and facilitate service personalization. Customer retention is strengthened through continuous communication, responsive complaint handling, contract flexibility, and reliable gas supply assurance, while customer loyalty is fostered through customer appreciation programs, strategic partnerships, and long-term relationship management. The study also identifies the Customer Management function as the primary liaison between the company and industrial customers, integrating communication, service coordination, and customer problem resolution. Although CRM implementation has been shown to enhance customer satisfaction, trust, and loyalty, several challenges remain, including digital system integration, optimization of customer data utilization, and human resource competency development. These findings provide practical implications for the development of CRM strategies in the energy industry and contribute to the advancement of CRM literature in the business-to-business (B2B) context.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Monica Octaviana Wijaya | ||||||||
| Date Deposited: | 17 Jul 2026 03:54 | ||||||||
| Last Modified: | 17 Jul 2026 03:54 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55631 |
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