Batik Artisans Empowerment Model through Customer Relationship Management Approach Based on Information Technology

Abstract

Business people trying to create a customer loyalty that customers remain loyal to products that have been used so far. Customer Relationship Management is a consumer behaviour modification and learning all the time and every interaction, treatment of customers and build strength between consumers and companies. Business strategy by using Customer Relationship Management related to a lot of other business strategies such as technology and relationship benefits. Technology Acceptance Model or results provide information about the interests and behaviour of users in the system receiving the information technology systems is one of the key factor of successful using technology in order to increase the sales. This study is to analyse the marketing strategy of the batik industry around several location in East Java, Indonesia. The key purpose of this study is to identify and creating a new hybrid model which can help the batik SMEs to increase their sales through online purchasing using a right marketing strategy.

Keywords: Technology Acceptance Model, Customer Relationship Management, Marketing strategy