ANALYSIS TO DEVELOP THE QUALITY OF EXISTING CUSTOMER MEASUREMENT TO CREATE CUSTOMER RETENTION USING THE SIX PILLARS OF CUSTOMER EXPERIENCE: STUDY IN PT. JAMINAN PEMBIAYAAN ASKRINDO SYARIAH

• Main Author: Anandha Abdi, Adry
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35714
• Institution: Institut Teknologi Bandung

Askrindo Syariah Financing Guarantee Inc is the first Sharia-based insurance company in Indonesia. Askrindo Syariah is committed to always support the nation’s development through the guarantee of Sharia-based financing guarantee and Sharia business solution. As a country with the largest Muslim population in the world, Indonesia has great potential for market growth and the Islamic economic sector can be an important factor in advancing it. Based on these facts, we can see Askrindo Syariah have the challenges to keep their loyal customer before they want to increase their total number of B2B customer. Askrindo Syariah wants to improve the existing customer experience survey and propose an appropriate concept to create marketing strategy to enhance customer retention in the future plan. This research is tended to explanatory research that emphasizes the phenomenon. Data will be collect within quantitative method. The questionnaire will be guide by relationship marketing, customer value, customer satisfaction and customer retention theory that emphasizes the result analysis using six pillar of customer experience. The target of respondents is B2B customer, specifically on total of 14 customers. Questionnaires were made to see the level of customer experience number after used Askrindo Syariah product and services. Given this result, it can be concluded that analyzing the result using six pillars of customer experience can improve the business solution and practical implementation to be more detail.