THE PROPOSED RETENTION STRATEGY AND THE OPERATION STRATEGY PRYDA STEELFAST PRODUCT (CASE STUDY PT. PRYDA INDONESIA BANDUNG)

• Main Author: NUGRAHA (NIM : 29107105); kepuasan konsumen, strategi retensi, loyalitas., LUCKY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18844
• Institution: Institut Teknologi Bandung

The competition business of the light steel roof to getting the consumer's was increasingly tight and competitive. Many similar companies emerged make PT. Pryda Indonesia must have the strategy in an effort to manage the consumer's in order to not move to the competitor's product. The problem was the level of the consumer's satisfaction against the Pryda Steelfast <br /> <br /> <br /> service still was low. This matter that resulted in the consumer being disloyal and carrying out substitution to the competitor's product that definitely had an impact in profit that was produced PT. Pryda Indonesia. Efforts that could be carried out were by increasing the strategy of the company's operation that consists of: loyalty, satisfaction, capability, service quality, productivity, and employee's satisfaction, in order to keep the quality product. And then make a concept of the <br /> <br /> <br /> service that was good manage the consumer, who it was hoped could increase satisfaction and the consumer's loyalty. Based on the internal and external analysis that was carried out, the concept of the service that will be used was the retention strategy that is marketing relationship. The retention strategy could change the consumer's who has been satisfied to become loyal against Pryda Steelfast. The solution to the business that it was proposed was to increase the process of strategies, budget in broad outline, and the determination of the implementation schedule of the solution. Programs to overcome the available problem will be carried out periodically for one year, with the evaluation that was determined in respectively the activity.