INCREASING CUSTOMER LOYALTY IN LAUNDRY SERVICE (CASE STUDY: LAUNDRY IN PT. XYZ)

• Main Author: Zahra Zahirah, Vanita
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46486
• Institution: Institut Teknologi Bandung

Laundry In is one of the business units of PT. XYZ which provides clothes and goods washing services for customer needs by promoting quality and good service. Laundry In began operating since June 2018 until now. Laundry In aims to meet the needs of customer while helping customer in the process of washing clothes and goods so as to ease the burden on customer, especially for customer who have a busy time. This study aims to assist Laundry In in knowing what factors can influence customer satisfaction thereby increasing customer loyalty. In this study, the author will assess the condition of Laundry In by analyzing internal factors using STP and Marketing Mix and continued by analyzing external factors using Competitor Analysis and Survey to find out gaps between competitors and factors that influence customer satisfaction thereby increasing loyalty. Research methodology is quantitative by distributing questionnaire to potential loyal and loyal customer to find out factors that affect customer satisfaction thereby increasing customer loyalty. The result shows that factors that affect customer satisfaction thereby increasing customer loyalty is Privacy and Safety, Trust, Functional Value, and Emotional Value which will then be proposed a solution and can be implemented in Laundry In PT. XYZ.