Service Interaction Framework in Hospitality Industry Using Customer Relationship Management (CRM) at PT Mitra Global Holiday

• THALITA SASTI
• 2025

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This research aims to explore how Customer Relationship Management (CRM) principles are applied in

service interaction within the hospitality industry, focusing on PT Mitra Global Holiday as a case study.

The study employs a qualitative descriptive approach based on direct observations and documentation

obtained during the Certified Internship and Independent Study Program (Magang dan Studi Independen

Bersertifikat or MSIB) at PT Mitra Global Holiday. This research investigates how CRM practices

enhance customer service communication, client retention, and satisfaction in a business to business

environment. The results reveal that CRM strategies such as customer data management, relationship

maintenance, and service personalization play an essential role in optimizing English-based customer

service interactions. The integration of professional communication and CRM enables a sustainable

service framework, fostering loyalty and improving customer experience. The findings align with prior

CRM theories emphasizing customer value creation and relationship development. This study contributes

to understanding the synergy between CRM and professional communication in tourism and hospitality.

Keywords: customer relationship management, service interaction, hospitality industry, communication,

pt mitra global holiday

• CRM
• Hospitality
• Service Interaction

https://repository.bsi.ac.id/repo/75407/Service-Interaction-Framework-in-Hospitality-Industry-Using-Customer-Relationship-Management-(CRM)-at-PT-Mitra-Global-Holiday
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