Customer Relations Management Sonobudoyo Museum in Improving Brand Loyality

Abstract

The Sonobudoyo Museum is also one of the tourist and historical destinations in Yogyakarta which is within the Yogyakarta Cultural Center. Museums and visitors have a close relationship. When visitors get what they need, visitors will feel satisfied so as to create visitor loyalty to the Sonobudoyo Museum. One strategy that can be used to maintain and increase visitor loyalty is by Customer Relationship Management (CRM). CRM is a strategy for managing a company's or agency's interactions with its customers. Based on this background, the researcher wants to uncover a problem, namely how the strategy Costumer Relations Management Sonobudoyo Museum in Improving Brand Loyality. The purpose of this research is to analyze how the strategy Costumer Relations Management Sonobudoyo Museum in Improving Brand Loyality. This type of research is descriptive qualitative research and uses data collection methods in the form of interviews, observation and documentation. Based on the research that has been done, it can be concluded that strategy Customer Relation Management (CRM) implemented by the Sonobudoyo Museum in improvingbrand loyality is in accordance with the theory put forward by Kalakota and Robinson which consists of 3 phases namely equire, enhance, and retain which has been well executed. Although improvement is still needed in terms of strategies to increase visitor loyalty, it is evident from the presence of loyal visitors repeat visitor and an increase in the number of visits shows that visitors are satisfied with the services provided by the Sonobudoyo Museum.