PROPOSED STRATEGY FOR IMPROVING CUSTOMER SATISFACTION, ACQUISITION AND RETENTION IN LOGISTIC PROVIDER COMPANY

• Main Author: Nur Pratama, Ichwansyah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42642
• Institution: Institut Teknologi Bandung

Logistics plays an important role in the supply chain and distribution of goods from one point to another point. With opening up markets, globalization and free trade area, creating new opportunities for companies to expand and increase the area of marketing or good distribution between regions or between countries. Customer acquisition is especially necessary for enterprise to prevent themselves from losing the continuity of their business which is important to realize sustainable growth. Finding the critical service attributes that determine customer satisfaction and customer dissatisfaction can lead firms to seek comprehensive strategies for achieving lasting competitive advantage. Moreover, customer satisfaction plays as mediating attitude between service quality attributes and customer behaviors (retention and loyalty). Company amount execution report from export and import over the most recent 3 years will in general increment. In the interim, in view of a report on the quantity of clients there is a decline in the quantity of clients This is whenever permitted to keep on happening will be an issue when the quantity of company getting down in occurred of moving to another logistic provider. To appraise the current condition and problem which are to increase customer satisfaction, acquisition and retention, there are several ways that has been done to analyze PT. ICSA INDONESIA as logistic provider. The first is appraising the internal condition of PT. ICSA INDONESIA and the industry itself, which there are STP, Business Model Canvas and company value chain analysis and for industry itself Porter 5 forces and industrial value chain analysis. Through customer relationship management framework, which can be noted that PT. ICSA INDONESIA customer satisfaction, acquisition and retention is categorized as low and should improve workflow To answer the question and solving the problem, to improving customer satisfaction, acquisition and retention PT. ICSA INDONESIA, author try to propose a strategy consists of value added of the service and value creation from customer need.