Track: Business Management
Abstract
To enhance competitive advantage in oil and gas industry sub-contractor in Indonesia, the attention to customer satisfaction and customers loyalty should be a priority. This study used the Analytic Network Process (ANP) to determine the strategic dimensions and criteria of Customer Relationship Management (CRM) through interviews and distributed the questionnaires to five experts in the field of CRM oil and gas industry sub-contractor. The results of this research are six main dimensions and twenty-seven criteria for the design of a CRM strategy. It was found that the most important dimension is Customer, Output of CRM, CRM Strategy, CRM Process, Company Workcode Analysis and Organizational Alignment. The priority of CRM criteria to effective CRM strategy is Customer Retention.