CUSTOMER LIFETIME VALUE METRICS AS CUSTOMER RELATIONSHIP MANAGEMENT INDICATORS

Authors

  • Alief Reza Kurniawan PT Taman Wisata Jogja, Indonesia
  • Riana Mayasari State Polytechnic of Sriwijaya, Indonesia
  • Jovan Febriantoko State Polytechnic of Sriwijaya, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v5i3.2855

Abstract

The use of CLV can assist companies in making management decisions in determining the most profitable strategy for the company. The formulation of the problem in this study is related to the analysis of the strategy applied by PTTWJ in CRM using one of the CRM metrics, namely CLV. The purpose of this study was to analyze the strategies that must be applied in managing customers and identify the factors causing the decline in visitors. The method used in this research was descriptive qualitative with a case study approach. Data collection techniques used in this study were in-depth interviews, documentation, observation and literature study. The types of data used in this study were primary and secondary data. Primary data obtained from in-depth interviews and observations. Secondary data obtained from documentation and literature study. Credibility test using triangulation and member check. Data analysis was inductive by drawing conclusions from data or events through interviews, documentation, observations, and calculations. Based on the results of data analysis, it is known that there is a decrease in the value of CLV in all categories. It is because the company only implements CRM in a simple and not optimal way.

Author Biographies

Alief Reza Kurniawan, PT Taman Wisata Jogja

Department of Tax and Finance

Riana Mayasari, State Polytechnic of Sriwijaya

Department of Accounting

Jovan Febriantoko, State Polytechnic of Sriwijaya

Department of Accounting

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Published

2021-09-28

How to Cite

Kurniawan, A. R., Mayasari, R., & Febriantoko, J. (2021). CUSTOMER LIFETIME VALUE METRICS AS CUSTOMER RELATIONSHIP MANAGEMENT INDICATORS. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(3), 2283–2293. https://doi.org/10.29040/ijebar.v5i3.2855

Issue

Vol. 5 No. 3 (2021): IJEBAR : Vol. 05, Issue 03, September 2021

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Articles

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