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PENINGKATAN SERVICE QUALITY (STUDI KASUS BENGKEL GARUDA AUTO)

IMPROVEMENT SERVICE QUALITY (CASE STUDY : GARUDA AUTO WORKSHOP)

Master Theses from JBPTITBPP / 2017-09-27 15:30:51
Oleh : HENRY DAVIN (NIM : 29107106); Pembimbing : Dr. Ir. Mustika Sufiati Purwanegara, M.Sc, S2 - Business Administration
Dibuat : 2009, dengan 6 file

Keyword : body repair, service quality, relationship, customer loyalty, customer retention

Industri otomotif di Indonesia berkembang sangat pesat, sehingga keberadaan bengkel tidak dapat dipisahkan dengan kendaraannya. Pemilik kendaraan yang menginginkan mobilnya selalu mulus membuka peluang bisnis bengkel body repair. Namun di tengah persaingan yang semakin meningkat berbagai upaya dilakukan oleh bengkel-bengkel untuk mempertahankan loyalitas pelanggannya. Seperti industri jasa lainnya kepuasan konsumen memiliki peranan


penting untuk memenangkan kompetisi bisnis. Konsumen yang puas akan menciptakan customer loyalty dan customer retention. Dalam hal ini bengkel pelanggan Garuda Auto sesuai dengan data kepuasan bahwa masih banyak yang


merasa cukup puas dan juga belum puas, sehingga banyak yang pindah ke bengkel lain.


Untuk mencari akar masalah, dilakukan analisis industri, analisis kondisi internal dan eksternal, analisis konsumen, dan analisis bauran pemasaran. Akar masalah dari bengkel Garuda Auto adalah kurang maksimalnya service quality dan relationship, seperti yang terlihat pada hasil survey pemetaan persepsi konsumen yang mengakibatkan masih banyaknya pelanggan yang pindah ke


bengkel lain.


Untuk membantu memecahkan masalah persoalan yang ada, dilakukan peningkatan service quality dan relationship sebagai upaya untuk menjaga dan meningkatkan kepuasan konsumen sehingga dapat mempertahankan dan menambah jumlah konsumen yang memperbaiki mobilnya di bengkel.


Rencana implementasi dari solusi-solusi yang diusulkan, disusun dalam bentuk jadwal pelaksanaan solusi peningkatan service quality dan relationship dan alokasi SDM yang dibutuhkan untuk menjalankan solusi-solusi tersebut.

Deskripsi Alternatif :

The automotive industry in Indonesia developed very fast, so as the existence of the workshop could not be separated from his vehicle. The owner of the vehicle that wanted his car always perfect opened the opportunity of the workshop business body repair. However in the middle of the competition that increasingly increased by various efforts was done by workshops to maintain his customer's loyalty. Like the other service industry the consumer's satisfaction had


the role important to win the competition for the business. The satisfied consumer will create customer loyalty and customer retention. In this case the customer's workshop Garuda Auto in accordance with the satisfaction data that still many that felt quite satisfied but also was not yet satisfied, so as many that moved to the other workshop.


To look for the problem root, was carried out by the analysis of the industry, the analysis of the internal and external condition, the analysis of the consumer, and the analysis of the marketing mixture. The problem root of the workshop of Garuda Auto was not maximal the service quality and relationship that was given by workshop, like that was seen in results survey the mapping of the perception of the consumer that result in still the number of customers who moved to the other workshop.


To help solved the problem of the available problem, was carried out by the increase service quality and relationship as efforts to guard and increase the


consumer's satisfaction so as to be able to maintain and increase the number of consumers who repaired his car in the workshop.


The implementation plan from solutions that it was proposed, were compiled in the form of the implementation schedule of the solution to the increase service quality and relationship and the allocation of human resources that were needed to undertake these solutions.

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  • Pembimbing : Dr. Ir. Mustika Sufiati Purwanegara, M.Sc, Editor: PKL-SMK

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