Implementation of Supply Chain Customer Relationship Management in Increasing the Responsiveness of Hypermart Retail Companies
Year: 2025
Type: article
Abstract: This study aims to understand and analyze in depth how the implementation of Customer Relationship Management (CRM) in the supply chain system can improve the operational responsiveness of retail companies, especially at Hypermart Baubau Branch. This study uses a qualitative approach with a descriptive method. The results of the study indicate that the implementation of CRM in the supply chain at Hypermart Baubau Branch has a positive impact on increasing the company's responsiveness, especially in dealing with market demand and customer needs. Before CRM was implemented in an integrated manner, the company often experienced delays in service and inconsistencies in information between divisions, which resulted in decreased customer satisfaction. With the implementation of integrated CRM, communication between divisions becomes more efficient, decision making is faster, and customer service becomes more responsive.
Authors: Siti Suleha, Muhammad Rakib, Syamsu Alam
Institution: State University of Makassar
Language: English
Subfield: Management Information Systems
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412655403