CUSTOMER RELATIONS AND CUSTOMER LOYALTY MIXUE ICE CREAM & TEA WEST JAKARTA AREA
Main Article Content
Abstract
In the era of globalization and the competitive business environment, companies must deftly and accurately understand the competitive conditions in a dynamic and uncertain business environment. Every business venture must be competitive to attract and retain buyers. Mixue Ice Cream & Tea is a culinary business in the form of desserts, which in 2020 has more than 10,000 stores spread across Indonesia. By increasing the number of branches, Mixue Ice Cream & Tea is increasingly recognized by the public. In addition, Mixue Ice Cream & Tea provides menu choices ranging from ice cream menus to tea at affordable prices. This is an attraction for people to buy Mixue Ice Cream & Tea. To maintain public enthusiasm, Mixue Ice Cream & Tea must obtain loyal customers by carrying out one of the public relations functions, namely establishing good relations with customers (customer relations). This study aims to determine the effect of customer relations on customer loyalty. Using quantitative research methods, it was found that customer relations have an influence on customer loyalty. The research results only apply to Mixue Ice Cream & Tea, West Jakarta branch. If customer loyalty decreases, customer relations increase. Therefore, the company needs to increase customer relations activities to increase customer loyalty.
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