PENERAPAN E¬ CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) PADA PENGELOLAAN PELANGGAN TRAVEL ODAN

The tourism industry in Indonesia continues to grow rapidly, with the increasing interest of tourists to visit various destinations in Indonesia. One of the most popular tourist destinations is Batu Bara, North Sumatra, which offers many interesting tourist attractions such as beaches and islands. However, competition between travel in Batu Bara is getting tighter with the increasing number of travel agencies. To survive, travel must be able to provide satisfying and quality services. This study aims to analyze the application of Customer Relationship Management (CRM) and service quality at Travel Odan, a travel company in Batu Bara. Popular destinations such as Salah Namo Island and Pandang Island are favorites for customers because they are close and cheap, but customers are not quite satisfied with the existing service and booking system. This research will dig deeper into the implementation of CRM and service quality at Travel Odan with strategies to implement CRM and provide the best service. The purpose of this research is to design an E-CRM application at Travel Odan, attract new customers, retain old customers, and help manage customers. The benefits of this research are to increase customer loyalty for Travel Odan, measure student abilities, and improve student learning outcomes and solidarity. Thus, this research is expected to make a significant contribution in improving the quality of service and customer relations at Travel Odan.