Indonesia is one of the largest countries in the world. This nation is developing very well in the past few years because of the huge number of productive people. Those people are not only good to be the workers but also be the customers. They have a high level of consumption and demand. This fact means that there are many opportunities to build and expand the businesses.
Sanken is a local company that produces and sells home appliances product. The home appliances industry itself has developed rapidly and there are hundreds of company compete to gain more revenue and more market share. Products that they offer are relatively similar one another. That is why companies should do the differentiation strategy such as building a strong relationship with the customers. This thesis is aimed to get more comprehensive understanding about Customer Relationship Management that has been done by Sanken and to find out better strategy to implement this concept better in the future.
Sanken has done many Customer Relationship Management activities in order to maintain its existing customers. This company is focused on the domestic market. Its main customers are the Distribution Channels. Their relationship is quite unique because it is more informal and individual connection is preferred. In addition, to have better relationship with the customers, Sanken pays a lot of attention and also a lot of investment to communicate with them regularly. Making customers happy is the goal of this company.

Indonesia is one of the largest countries in the world. This nation is developing very well in the past few years because of the huge number of productive people. Those people are not only good to be the workers but also be the customers. They have a high level of consumption and demand. This fact means that there are many opportunities to build and expand the businesses.
Sanken is a local company that produces and sells home appliances product. The home appliances industry itself has developed rapidly and there are hundreds of company compete to gain more revenue and more market share. Products that they offer are relatively similar one another. That is why companies should do the differentiation strategy such as building a strong relationship with the customers. This thesis is aimed to get more comprehensive understanding about Customer Relationship Management that has been done by Sanken and to find out better strategy to implement this concept better in the future.
Sanken has done many Customer Relationship Management activities in order to maintain its existing customers. This company is focused on the domestic market. Its main customers are the Distribution Channels. Their relationship is quite unique because it is more informal and individual connection is preferred. In addition, to have better relationship with the customers, Sanken pays a lot of attention and also a lot of investment to communicate with them regularly. Making customers happy is the goal of this company.

Books and Journals
1. Anton, J. (1996), Customer Relationship Management, Prentice Hall, New York, NY
2. Boulding, W., Staelin, R., Ehret, M., & Johnston, W. J. (2005). A customer relationship management roadmap: What is known, potential pitfalls, and where to go. Journal of marketing, 69(4), 155-166.
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4. Buttle, F. (2004) Customer Relationship Management: Concepts and Tools (Sydney: Elsevier).
5. Deighton, John (2005), “Privacy and Customer Management,” Customer Management, (MSI conference summary). Cambridge, MA: Marketing Science Institute, 17–19.
6. Dorsch, M.J., Swanson, S.R. and Kelley, S.W. (1998). The role of relationship quality in the stratification of vendors as perceived by customers. Journal of the Academy of Marketing Science, 26(2), 128-142.
7. Ernst, H., Hoyer, W. D., Krafft, M., & Krieger, K. (2011). Customer relationship management and company performance—the mediating role of new product performance. Journal of the Academy of Marketing Science, 39(2), 290-306.
8. Fickel, L. (1999). Know your customer. CIO Magazine, 12(21), 62-72.
9. Hung, S.Y., Hung, W.H., Tsai, C.A., & Jiang, S.C. (2010). Critical factors of hospital adoption on CRM system: Organizational and information system perspectives. Decision Support Systems, 48(4), 592-603.
10. Ingram, T.N., LaForge, R.W. and Leigh, T.W. (2002), Selling in the new millennium: a joint agenda. Industrial Marketing Management, 31(7), 559-567.
11. Jayachandran, Satish, Subhash Sharma, Peter Kaufman, and Pushkala Raman. (2005). The role of relational information processes and technology use in customer relationship management. Journal of Marketing, 69 (October), 177–192.
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18. Mithas, Sunil, M.S. Krishnan, and Claes Fornell. (2005). Why do customer relationship management applications affect customer satisfaction? Journal of Marketing, 69 (October), 201–209.
19. Parvatiyar, Atul and Jagdish N. Sheth (2001), "Conceptual Frame- work of Customer Relationship Management," in Customer Relationship Management -Emerging Concepts, Tools and Applications, Jagdish N. Sheth, Atul Parvatiyar, and G. Shainesh, eds. New Delhi, India: Tata/McGraw-Hill, 3-25.
20. Patton, M. Q. (2002). Qualitative evaluation and research methods (3rd ed.). Thousand Oaks, CA: Sage Publications, Inc.
21. Payne, Adrian and Pennie Frow. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69 (October), 167–176.
22. Reichheld, F.F. and Sasser, W.E. (1990). Zero defections: quality comes to services. Harvard Business Review, 68(5), 105-111.
23. Reitz, Bonnie. (2005), “Worst to First to Favorite: The Inside Story of Continental Airline’s Business Turnaround,” Customer Management, (MSI conference summary). Cambridge, MA: Marketing Science Institute, 4–5.
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25. Rust, Roland T., Kay Lemon, and Valarie Zeithaml. (2004). Return on marketing: using customer equity to focus marketing strategy. Journal of Marketing, 68 (January), 109–127.
26. Sheth, Jagdish (2005), “The Benefits and Challenges of Shifting Strategies,” Customer Management, (MSI conference summary). Cambridge, MA: Marketing Science Institute, 4–5.
27. Srinivasan, Raji and Christine Moorman. (2005). Strategic firm commitments and rewards for customer relationship management in online retailing. Journal of Marketing, 69 (October), 193–200.
28. Stenbacka, C. (2001). Qualitative research requires quality concepts of its own. Management Decision, 39(7), 551.
29. Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Newbury Park, CA: Sage Publications, Inc.
30. Swift, R. S. (2001). Accelerating customer relationships: Using CRM and relationship technologies. Upper saddle river. N.J.: Prentice Hall PTR.
31. Thomas, Jacquelyn S. and Ursula Y. Sullivan. (2005). Managing marketing communications with multichannel customers. Journal of Marketing, 69 (October), 239–251.
32. West, J. (2001). Customer relationship management and you. IIE Solutions, 33(4), 34-37.
33. Winer, R. S. (2001). A framework for customer relationship management. California Management Review, 43(4), 89–105.
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35. Xu, Y., Yen, D.C., Lin, B. and Chou, D.C. (2002). Adopting customer relationship management technology. Industrial Management & Data Systems, 102(8/9), 442-452.
36. Yin, R. K. (2003). Case study research: Design and methods (3rd ed.). Thousand Oaks, CA: Sage.
37. Zablah, Alex R., Danny N. Beuenger, and Wesley J. Johnston (2003), "Customer Relationship Management: An Explication of Its Domain and Avenues for Further Inquiry," in Relationship Marketing, Customer Relationship Management and Marketing Management: Co-Operation -Competition -Co- Evolution, Michael Kleinaltenkamp and Michael Ehret, eds. Berlin: Freie Universitat Berlin, 115-124.
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Websites
1. http://olx.co.id/elektronik-gadget/elektronik-rumah-tangga/mesin-cuci/bogor-kab/#from404
2. http://swa.co.id/swa/listed-articles/berebut-pasar-elektronik-rumah-tangga
3. http://www.antaranews.com/en/news/102591/indonesias-productive-age-population-increasing
4. http://www.gbgindonesia.com/en/manufacturing/article/2012/indonesia_s_electronics_and_home_appliances_sector.php
5. http://www.indexmundi.com/indonesia/demographics_profile.html
6. http://www.indonesia-investments.com/culture/population/item67?
7. http://www.indonesia-investments.com/finance/macroeconomic-indicators/gross-domestic-product-of-indonesia/item253
8. http://www.marketing.co.id/pasar-elektronik-antara-pesimistis-dan-optimistis/
9. http://www.republika.co.id/berita/koran/bincang-bisnis/15/04/06/nmdxdb-teddy-tjan-direktur-marketing-sanken-andalkan-inovasi
10. http://www.superbrands.id/about
11. http://www.sanken.co.id
12. http://www.topbrand-award.com/
13. http://www.worldbank.org/en/news/press-release/2016/06/17/reforms-strengthen-indonesias-economic-resilience-world-bank-report
14. https://www.cia.gov/library/Publications/the-world-factbook/geos/id.html
15. https://finance.detik.com/advertorial-news-block/3217199/ada-lagi-mudik-gratis-2016-bersama-transmart-carrefour
16. https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=5&cad=rja&uact=8&ved=0ahUKEwju5KCJ66XSAhVGNpQKHaUbAt8QFgg5MAQ&url=http%3A%2F%2Fwww.euind-tcf.com%2F%3Fwpfb_dl%3D536&usg=AFQjCNGe-UrhK63oyWdx2ebn571z-OKbIw&sig2=nvexkN9u3ChCydEYheLPFA&bvm=bv.148073327,d.dGo
17. https://www.statista.com/outlook/256/120/home-appliances/indonesia#takeaway
18. www.euind-tcf.com/?wpfb_dl=536