RETENTION STRATEGY ANALYSIS OF SPEEDY KANDATEL BANDUNG

• Main Author: SENJAYA (NIM : 29108033); Pembimbing: Dr. Ir. Mustika Sufiati Purwanegara, M. Sc., SHIANE
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17219
• Institution: Institut Teknologi Bandung

The large number of broadband internet service providers make competition in this industry become more competitive, in which impact Speedy that provides broadband internet cable service, where Speedy had to face challenges such as high customer churn rate that <br /> <br /> <br /> reached 22.8% of total subscribers in 2009. High customer churn rate indicates that Speedy's retention program was not able to make its customer loyal. Based on the analysis of company's external environment, marketing activities, strategies, and customer, are known that the root cause of customer's churn was the existing retention program could not increase customer's loyalty. Cause of the problem can be solved by implementing retention strategy which will give customer value-added in order to increase both customer's satisfaction and loyalty. Through variations of retention programs that deepen customer's relationship with the company, customer will be encouraged to use the same internet service provider. Data collection methods used in this research in order to formulate the right retention strategy for Speedy were depth interview and open questionnaires to Speedy's customer. Data processing is processed using SPSS 17. In addition, management of Speedy gave a positive response toward the retention programs proposal. Implementation planning is consisted of several activities, such as calendar of events and IMC (Integrated Marketing Communications) budgeting for 19 months period. Hopefully, those activities are continuum with continuous improvements in accordance with market trends.