SERVICE MARKETING STRATEGY TO INCREASE CUSTOMER EXPERIENCE: A CASE STUDY OF CUSTOM TAILORING SERVICES ‘RUMAH JAHIT ARCAMANIK’

• Main Author: Putri Insani Imania (NIM: 29115625), Aisyah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25239
• Institution: Institut Teknologi Bandung

The fashion industry in Indonesia has become a major sector that drives Indonesia’s creative economy. According to the latest survey of Badan Ekonomi Kreatif (2017), the fashion industry comes in second place with 18.15% in making a significant contribution to the Gross Domestic Product (GDP) of Indonesia’s creative economy. In Bandung, the fashion industry also continues to grow. Many fashion brands now provide ready-to-wear clothing that follows the latest trends in the market. However, not all customers are satisfied with ready-to-wear clothing from these brands. There are customers who need clothing with certain sizes, materials, and designs for specific purposes. <br /> <br /> <br /> Rumah Jahit Arcamanik as a provider of custom tailoring service in Bandung, tries to use the opportunity and fulfill customers’ need towards high quality, reasonable price, and friendly sewing services. However, there are some problems experienced by Rumah Jahit Arcamanik. The lack of online presence, few new customers, and unsatisfying customer experience are business issues that are currently faced by the company in maintaining its position in the fashion industry. <br /> <br /> <br /> An analysis of company condition, both internal and external, is conducted to obtain data about current service condition and customer experience of Rumah Jahit Arcamanik. The external analysis is explored using PESTLE and competitor analysis, while internal analysis is explored using STP and 7P’s service marketing mix analysis. The result will be formulated with SWOT analysis as well as to identify the root cause of business issues. The results show that compare to competitors, the weak marketing activities and lack of proper service environment at Rumah Jahit Arcamanik leads to the unsatisfying customer experience. <br /> <br /> <br /> In the next stage, TOWS Matrix analysis is conducted to formulate a strategy to overcome business issues of the company. Based on the formulation of alternative strategies, Rumah Jahit Arcamanik should proposed new STP, new service marketing mix strategy and customer experience management. The strategy focused on the improvement of promotion activity and service environment as an aim to increase customer experience of Rumah Jahit Arcamanik. Implementation of proposed strategies are explained in business timeline for the next two years (2017 – 2018).