STRATEGI RETENSI PELANGGAN MELALUI CUSTOMER-TIER PROGRAMS

  • Nanda Eka Fitriani Universitas Padjadjaran
  • Cecep Safa’atul Barkah Universitas Padjadjaran
  • Tetty Herawaty Universitas Padjadjaran
  • Lina Auliana Universitas Padjadjaran
Keywords: purchase habits, retention, loyalty, membership, customer-tier

Abstract

This study aims to describe the purchase habits of Nunu Leather resellers and formulated strategies for the retention while increasing the profitability of resellers in order to make repeated purchases in larger and more stable quantities. In formulating the strategy, various analyses such as internal-based resources, VRIN framework, identification of Sustainable Competitive Advantage (SCA), and TOWS analysis are carried out. From the various analyses, a customer-tier strategy is formulated in the form of membership that is expected to solve the problems of Nunu Leather.

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Published
2022-09-26
Section
Articles
Abstract viewed = 133 times
PDF downloaded = 187 times