IMPROVING THE MARKETING PROCESS IN EXTRACTIVE INDUSTRY USING SERVICE EXCELLENCE APPROACH : A STUDY IN PTBA

• Main Author: Satya Karuniawati, Ayu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35607
• Institution: Institut Teknologi Bandung

PT Bukit Asam Tbk is one of the largest coal mining companies in Indonesia, with sales in the domestic market of approximately 60% of total sales. This makes the domestic market has an important role in this company. About 70% of the sales in domestic are supplies for electricity generation needs. At this moment, the government also has 35,000 megawatt power plant development program, which is the potential to increase sales with new customers. The relationship between PT Bukit Asam and its customers in the domestic market has been established for decades with long-term contracts. However, this does not guarantee that PT Bukit Asam is the first choice of its customers. With the tight competition of coal suppliers in the domestic market, also to increase customer loyalty, PT Bukit Asam needs to set a strategy to differentiate its services from other companies. In this study, the author used a qualitative methodology by conducting interviews with 5 people consisting of 3 customers and 2 employees of PT Bukit Asam Tbk to know the level of service of the company from the customer side and the ability of the company to provide these services. In addition, the author also did observation during 3 months internship in this company and use secondary data to support this research. As a strategy to evaluate the services of PT. Bukit Asam, author have used the Six Pillar of Customer Experience method and to increase customer satisfaction, PT Bukit Asam needs to implement a new marketing strategy that prioritizes service. From the results of research, PT Bukit Asam can use Service Excellence Methods as a reference in providing services to customers.