Implementasi Pendampingan Relationship Quality pada UMKM Kuliner Ayam Serundeng Mbok Na Kota Batam
DOI:
https://doi.org/10.35960/pimas.v5i3.2521Abstract
Kegiatan pengabdian kepada masyarakat ini bertujuan untuk mengidentifikasi kualitas hubungan pelanggan pada UMKM Ayam Serundeng Mbok Na di Kota Batam berdasarkan dimensi trust, satisfaction, dan commitment, serta memberikan pendampingan awal dalam penerapan customer relationship management (CRM) sederhana. Metode pelaksanaan menggunakan pendekatan observasi partisipatif melalui observasi lapangan, wawancara mendalam dengan pemilik usaha, dan pendampingan manajemen hubungan pelanggan. Hasil kegiatan menunjukkan bahwa hubungan pelanggan pada UMKM telah terbentuk secara alami melalui konsistensi kualitas produk, pelayanan yang ramah dan personal, serta komunikasi langsung dengan pelanggan. Dimensi trust terlihat dari konsistensi rasa dan pelayanan, satisfaction tercermin melalui respons positif pelanggan terhadap kualitas produk dan harga, sedangkan commitment terlihat dari tingginya pembelian ulang dan rekomendasi dari mulut ke mulut. Namun, pengelolaan hubungan pelanggan masih bersifat informal dan belum didukung oleh sistem CRM yang terstruktur, seperti pencatatan pelanggan, pengumpulan umpan balik, maupun program loyalitas pelanggan. Pendampingan yang dilakukan menghasilkan rekomendasi penerapan CRM sederhana berupa penyusunan SOP pelayanan, dokumentasi pelanggan, dan mekanisme feedback pelanggan untuk memperkuat loyalitas pelanggan secara berkelanjutan.
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