The Role of Reward/Gift, Customer Relationship Management (CRM), and Reputation in Improving Google Reviews at PT Nasmoco Bahtera Motor

Abstract

In the digital service economy, online customer reviews play a crucial role in shaping consumer trust, brand credibility, and corporate reputation. For service-oriented industries such as automotive dealerships, Google Reviews are no longer a passive feedback channel but a strategic managerial tool that requires active and systematic management. This study aims to analyze the role of Google Reviews as a digital customer feedback platform at PT Nasmoco Bahtera Motor and to examine how reward-based strategies, Customer Relationship Management (CRM) practices, and corporate reputation contribute to enhancing Google Review performance. Specifically, the research explores the influence of non-monetary rewards or gifts on customer motivation to provide online reviews, the integration of Google Review management within CRM practices, and the extent to which corporate reputation strengthens customer trust and feedback behavior. A qualitative case study approach was employed, with data collected through semi-structured interviews with key organizational divisions, direct observation during an internship period, documentation of Google Review activities, and analysis of internal records. The data were analyzed using thematic analysis. The findings reveal that Google Review performance is shaped not only by service quality, but also by effective reward mechanisms, responsive and personalized CRM practices, and a strong corporate reputation. Corporate reputation reinforces the credibility of reviews, while CRM-driven responses transform feedback into long-term relational value.