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II. LITERATURE REVIEW

2.1Customer Relation Management Strategy

Payne (2009) defined CRM as A business approaches aiming to create develop and

enhance customers boundaries with carefully targeted customers to improve value of

customers and profitability. Payne (2009) also states that CRM forces marketing to think

and make strategy to enhance the profitability of those customers it seeks to target. By

building relationship, marketing make a customer not as target but as investment. Payne

(2009) also states that it is more efficient to make investment through customer by

building good relationship of satisfied customer instead of aiming for sales. Marketing

which focus only aiming for sales will have bigger cost and risk.

2.2Data Analysis Emphasize Customer Relation Management in Customer Satisfaction

CRM also can be used in this modern era because CRM was meant to adapt and changing

according to the environment of the marketplace and system, which will enable to

maintain relation with customer and future revenue or profit (Cataldo, 2006). To maintain

this relation, marketing should collect some data by using marketing tools, in this era

there are lots of marketing tools such as internet, web-site and electronic mail to gaincustomers information such as customer buying behavior. Customers of luxury retailer

usually preferred to personalize or customized product, so it is important to fulfilled

customers satisfaction bygaining customers information with using modern marketing

tool in CRM (Cataldo, 2006).

2.3Marketing and Communication

Selling a product is not the only goal of marketing, but the main goal of marketing is to

own the market (McKenna, 1991). McKenna (1991) also states that Marketing is

everything and everything is marketing. The statement of McKenna shows that how

important the role of marketing in a business and marketing is not only about aiming for

sales but also building relation by using CRM. Web-site is the best communication

element to connect with customers in the internet and build relation. Web-site can be the

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virtual window display for any company especially luxury retailers. Not only as display

window but also can be the place for sources of product information for customers and

relevant stakeholders. Web-site with perfect information sources will help increase the

loyalty of a customer, and when a customer loyal to a product it means the customer is

satisfied of the product (McKenna, 1991).

2.4Customer Relation Management Delivering Experience

Chu and Pike (2002) found out that experience is the main factor of customers

satisfaction in the retail sector, especially the experience of feeling of esteem and

belongingness in society. Chu and Pike (2002) also states that best experience can be

delivered by perfect implementation of CRM. CRMs ultimate purpose is to satisfying

customer by delivering experience through brand or product such as luxury car. Perfect

implementation of CRM and experiences will lead to higher customer loyalty (Chu &

Pike, 2002).

2.5Customer Satisfaction in Customer Relation Management

The main thoughts behind behavioral writers, researcher and especially marketing are

Customer Satisfaction. In this modern era, customer satisfaction is the basic or a factor

that cant be avoided in business. Many researchers study the satisfaction of customers,

such as Wilkie (1991), Bolton (1995), Perkins (1991), and many others. Other researcher

such as Samanta (2010) and Ghavami & Olyaei (2006) see the impact of CRM activity

towards customer retention, customer loyalty and especially customer satisfaction. In the

previous time many marketing see marketing should aim to transactional, but now days

marketing shift their attention to building relationship with customer by using CRM and

good implementation of CRM will impact to customer satisfaction (Perkins,1991).

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2.6Research Conceptual Framework

This study will involve five luxury cars company and the consumer of the company. Researcher

will interview how CRM in luxury retailer especially in luxury car retailer can impact customerssatisfaction. Kotler (1994) states that to build better relation and higher loyalty the main factor is

creating high customers satisfaction. CRM strategy giving impact to customer satisfaction, and

to implement perfect CRM Strategy it is necessary to collect information about the customer and

analyze it (Fornell, 1994). Marketing and communication help company connect with customer

and to implement perfect CRM (Rust & Zahorik, 1993). The main goal connecting with

customer through CRM is to deliver the experience especially the experience in using luxury

brand or product, best experience leads to good satisfaction. Therefor this study will study the

impact of CRM Strategy in customers satisfaction, how big the impact and why it is impacting

customers satisfaction.