INTERPERSONAL MEANING IN CUSTOMER RELATIONSHIP MANAGEMENT COMMUNICATION: A SYSTEMIC FUNCTIONAL LINGUISTICS APPROACH

• Fatturrahman Subandi

  Politeknik LP3I Medan

  Author

• Dzikri Ramadhan

  politeknik LP3I Medan

  Author

• M Farhan Syahputra

  Author

• Diki Wahyudi

  Author

• Ramadani

  Author

• Immati Zikra Arrusyfa

  Politeknik LP3I Medan

  Author

This study explores how interpersonal meaning is realized through the Attitude domain within Customer Relationship Management (CRM) in Micro, Small, and Medium Enterprises (MSMEs). Drawing on Martin & White’s (2005) Appraisal Theory, this descriptive-qualitative research examines natural evaluative clauses generated from two distinct interactional perspectives: conversations between the researcher and MSME owners, and interviews with their customers. Textual data was gathered using a purposive sampling technique up to the point of theoretical saturation. The micro-linguistic analysis reveals that the CRM communication climate within these businesses is remarkably positive and adaptive. In owner interactions, there is a clear dominance of positive security (+security = 13 occurrences), professional capacity (+capacity = 9), and ethical propriety (+propriety = 9), highlighting the owners' emotional stability and strong managerial commitment. Meanwhile, customer responses are characterized by a solid cognitive appreciation for product utility (+valuation = 5), a sense of security (+security = 5), and service propriety (+propriety = 4). The minimal presence of negative lexicons further underscores a low-resistance communication environment. Ultimately, this research empirically demonstrates that successful customer relationship management in MSMEs goes far beyond mere transactions; it hinges on the entrepreneurs' tactical ability to navigate emotions, showcase competence, and convey product value to build genuine consumer loyalty.

1. Dzikri Ramadhan, politeknik LP3I Medan

   dzikri ramadhan is a student of politeknik LP3I Medan

2. M Farhan Syahputra

   M Farhan Syahputra is a student of POLITEKNIK LP3I MEDAN

3. Diki Wahyudi

   Diki Wahyudi is a student of Politeknik LP3I Medan

4. Ramadani

   Dr. Ramadani, S.Pd., M.Hum is a lecturer and academic in the field of Linguistics. His academic interests primarily focus on language teaching and English for Specific Purposes (ESP). He is currently actively engaged in teaching various English courses, including Business English, English for Specific Purposes (ESP), General English, and Basic English. In addition to teaching, he actively conducts research in the areas of Systemic Functional Linguistics (SFL), Discourse Analysis, and Forensic Linguistics to promote language literacy and interdisciplinary scholarly development. He earned his doctoral degree (Dr.) in Linguistics from Universitas Pendidikan Indonesia.

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