ECOSYSTEM-BASED CRM INTEGRATION IN MULTI-UNIT UMRAH ENTERPRISES: A CASE STUDY OF TIGA MAHAREWA GROUP

Authors

  • Harmina Harmina Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Mustika Kusuma Basir Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Fia Fauzia Burhanuddin Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Novika Ayu Triany Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
  • Novieyanty Pagiling Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v9i4.18561

Abstract

This research explores the strategic imperative of Customer Relationship Management (CRM) integration within the Tiga Maharewa Group’s multi-unit business ecosystem, focusing on Umrah services. Qualitative inquiry and strategic analysis (IFAS/EFAS) revealed severe operational fragmentation (silos) and a critical lack of unified data, empirically positioning the firm in a strategic turnaround condition. To resolve this strategy-structure misalignment, the study developed a Conceptual Strategic Integration Model by synthesizing TOWS analysis and a revised Business Model Canvas. The proposed model is founded on Shared CRM Membership  and Collaborative Promotion, and crucially expands customer segmentation to formally incorporate Agents and External Merchants to facilitate Value Co-Creation. The study’s core contribution is a four-stage conceptual roadmap that recommends pragmatic implementation steps, from securing an executive mandate to system standardization. This model and roadmap provide a necessary strategic framework for the Tiga Maharewa Group to transform its siloed operations into a cohesive, data-driven ecosystem, ensuring enhanced efficiency, long-term competitive advantage, and alignment with the Islamic principle of Ta'awun (cooperation).

Downloads

Published

2025-12-31

How to Cite

Harmina, H., Basir, M. K., Burhanuddin, F. F., Triany, N. A., & Pagiling, N. (2025). ECOSYSTEM-BASED CRM INTEGRATION IN MULTI-UNIT UMRAH ENTERPRISES: A CASE STUDY OF TIGA MAHAREWA GROUP. International Journal of Economics, Business and Accounting Research (IJEBAR), 9(4). https://doi.org/10.29040/ijebar.v9i4.18561

Issue

Vol. 9 No. 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).