Customer Relationship Management (CRM) Strategy of PT ASDP Indonesia Ferry (Persero): A Customer Satisfaction and Digital Transformation Approach
DOI:
https://doi.org/10.5281/zenodo.15191978Keywords:
Customer Relationship Management, Ferry Services, Digital Transformation, Service Quality, Customer SatisfactionAbstract
This study evaluates the CRM strategy of PT ASDP Indonesia Ferry through a mixed-methods approach combining survey data from 2,000 customers and in-depth interviews with company directors. The 2023 Customer Satisfaction Index score of 5.34 reveals improved but uneven performance, with walk-on passengers (5.39) significantly more satisfied than vehicle users (5.31). While digital initiatives like the Ferizy platform and service standardization programs show promise, key challenges emerge in three areas: persistent offline transaction preferences (80% among vehicle users), inconsistent service quality across branches (CSI range 5.13-5.41), and growing competitive pressures. The analysis identifies successful CRM pillars including digital transformation, service excellence programs, and targeted engagement strategies, but highlights the need for more segmented approaches to address distinct customer needs. Strategic recommendations emphasize enhanced digital integration with real-time tracking capabilities, operational improvements in fleet management, and continuous performance monitoring systems. These findings contribute practical insights for transportation service providers operating in archipelagic environments, demonstrating how CRM implementation must balance technological innovation with operational realities to achieve sustainable customer satisfaction improvements.
Downloads
References
Creswell, J.W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publications.
Kotler, P., & Keller, K.L. (2016). Marketing Management. Pearson Education.
Lemon, K.N., & Verhoef, P.C. (2016). Understanding Customer Experience. Journal of Marketing.
MarkPlus. (2023). CSI Report of PT ASDP Indonesia Ferry. Jakarta.
Payne, A., & Frow, P. (2005). A Strategic Framework for CRM. Journal of Marketing.
Reichheld, F.F. (2003). The One Number You Need to Grow. Harvard Business Review.
Keiningham, T., et al. (2020). The evolution of Net Promoter Score (NPS) research. Journal of Service Research.
Kumar, V., et al. (2020). Digital CRM in the service industry. Journal of Service Management.
Verma, S., et al. (2022). Digital adoption in service industries. Journal of Service Theory and Practice.
Grewal, D., et al. (2020). The future of technology-driven customer engagement. Journal of Marketing.
Martínez, P., & del Bosque, I. R. (2021). CSR and customer loyalty in services. Journal of Business Ethics.
Braun, V., & Clarke, V. (2022). Thematic Analysis: A Practical Guide. Sage.
Rust, R. T., & Huang, M. H. (2021). The service revolution and digital transformation. Journal of Marketing.
Kumar, V., & Rajan, B. (2022). Journal of Marketing, 86(3), 31-49 (Behavioral segmentation)
Chen, L., et al. (2023). Transportation Research Part E, 172, 103066 (Dynamic pricing ML models)
Brady, M. K., & Cronin, J. J. (2020). Customer orientation and firm performance: The mediating role of employee and customer satisfaction. Journal of Service Research, 23(2), 145–163.
Kotler, P., & Keller, K. L. (2020). Marketing management (16th ed.). Pearson.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2020). Unified theory of acceptance and use of technology: A synthesis and the road ahead. Journal of the Association for Information Systems, 17(5), 328–376.
Tussyadiah, I. P. (2020). A review of research into automation in tourism: Launching the annals of tourism research curated collection on artificial intelligence and robotics in tourism. Annals of Tourism Research, 81, 102883.
Lemon, K. N., & Verhoef, P. C. (2021). Understanding customer experience throughout the customer journey. Journal of Marketing, 85(6), 69–96.
Grönroos, C. (2020). Service management and marketing: A customer relationship management approach (5th ed.). Wiley.
Rafiq, M., & Ahmed, P. K. (2020). Advances in customer relationship management: A critical review and future directions. International Journal of Management Reviews, 22(1), 96–120.
Oliver, R. L. (2020). Customer satisfaction: A strategic review and guidelines for managers. Journal of Business Strategy, 41(3), 42–52.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (2020). Reassessment of expectations as a comparison standard in measuring service quality. Journal of Marketing, 68(1), 111–124.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (2020). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 48(1), 1–12.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Hasan Abdullah Muhammad, Fitri Adini Firdaus, Ni Ketut Mega Diana Putri (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Share
Similar Articles
- Nenden Eva Meilani Herlina, Sayyid Taufiq Abdulhafizh, Ihfan Aditya Ghafur, RD. Rohmat Saedudin, EVALUATING AND IMPLEMENTING BUSINESS MODEL BASED ON BPEL STRUCTURE: ASYSTEMATIC LITERATURE REVIEW , SITEKNIK: Sistem Informasi, Teknik dan Teknologi Terapan: Vol. 1 No. 1 (2024): January
- Shobrun Jamil Bagastio, M.Ahyar Harizillah, Muhammad Arya Pramudya Subekti, PERAN PROSES BISNIS DALAM TRANSFORMASI DIGITAL UKM: SYSTEMATIC LITERATURE REVIEW MENGENAI TEKNOLOGI YANG DIADOPSI , SITEKNIK: Sistem Informasi, Teknik dan Teknologi Terapan: Vol. 1 No. 1 (2024): January
- Daffa Shidqi Thamrin, Business Model for Effectiveness of Human-AI Collaboration Patterns in Digital Fiction Storytelling: A Systematic Literature Review , SITEKNIK: Sistem Informasi, Teknik dan Teknologi Terapan: Vol. 2 No. 3 (2025): July
- Fannzy Bayu Askar Prajaya, Riko Reky Londong, Syifa Nuurunnisa Wijaksana, ANALISIS PERBANDINGAN SIX SIGMA DAN LEAN MANAGEMENT UNTUK PENINGKATAN KUALITAS OPERASIONAL PADA BIDANG USAHA BERBASIS LAYANAN : A LITERATUR REVIEW , SITEKNIK: Sistem Informasi, Teknik dan Teknologi Terapan: Vol. 1 No. 1 (2024): January
- Rifki Nugraha Nurilahi, Mohammad Miswan, RD. Rokhmad Saedudin, PROSES BISNIS MANAGEMENT OPEN API MEDICAL RECORD PASIEN BERBASIS CLOUD COMPUTING , SITEKNIK: Sistem Informasi, Teknik dan Teknologi Terapan: Vol. 1 No. 1 (2024): January
- Muhammad Dwi Hary Sandy, Pengembangan Aplikasi Laundry Berbasis Android di Wilayah Kota Pekanbaru , SITEKNIK: Sistem Informasi, Teknik dan Teknologi Terapan: Vol. 2 No. 1 (2025): January
- Muharman Lubis, Rafian Ramadhani, Mochamad Yudha Febrianta, Identifikasi Masalah dan Tantangan dalam Sistem Manajemen Pembelajaran (LMS) Berbasis Mobile di Pendidikan Tinggi , SITEKNIK: Sistem Informasi, Teknik dan Teknologi Terapan: Vol. 2 No. 1 (2025): January
- Annisa Humairo, Akbar Habib Buana Wibawa Putra, Laily Indaryani, Muharman Lubis, Strategi Terbaik Transfer Pengetahuan dalam K3: Integrasi Teknologi dan Manajemen Pengetahuan , SITEKNIK: Sistem Informasi, Teknik dan Teknologi Terapan: Vol. 2 No. 3 (2025): July
You may also start an advanced similarity search for this article.
