Record Detail

Pembimbing: Sri Wahyuni-- This study focused on how competitive advantage wasformed from market orientation and electronic customer relationship management that can improve customer satisfaction at BPJS Ketenagakerjaan Bekasi Cikarang. As a company who was focused on customers, it must be able to maximize customer satisfaction. Betwixt by implementing marketing strategies such as market orientation in order to more recognize customers and competitors. Besides that the importance thing to maintaining good relationships with customers is by implementing electronic customer relationship management, where the synergy of people, processes and technology is expected to provide more value for customers and superior value for the company. The sampling technique that used is nonprobability sampling-purposive sampling-quota sampling. This research is a causal quantitative study, using a sample of 150 respondents who are PIC companies that become participants in the BPJS Ketenagakerjaan Bekasi Cikarang and have used and felt the benefits of E-service system. Data analysis that use in this research is Structural Equation Modeling (SEM) techniques with the Analysis of Moment Structure (AMOS) program. Statistical results shown that the marketing strategy undertaken by the BPJS Ketenagakerjaan Bekasi Cikarang through market orientation and electronic customer relationship management is considered to be able to increase customer satisfaction and make BPJS Employment as social security institution that has superior competitive value.