MARKETING INITIATIVES FOR PASSIVE CUSTOMERS IN AUTHORIZED WORKSHOP TO INCREASE RETENTION AND AFTER-SALES PERFORMANCE

• Main Author: Faradila, Raisa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57918
• Institution: Institut Teknologi Bandung

Every year, Toyota as the automotive market leader in Indonesia has sold hundred thousand vehicle units all over Indonesia from Sabang to Merauke. Supported by the strongest dealer network in Indonesia, Toyota is present to fulfill the customer needs and to ease customers in using the vehicles. From the aftersales business’ perspective, more vehicles sold indicates the presence of high serviced unit potential as an additional revenue for TAM and Toyota dealers. In the journey, sometimes the serviced unit potential runs less optimum in generating revenue for Toyota dealers and TAM due to passive customers who are Toyota users that have not come to the Toyota dealers to do the periodic maintenance service for more than 12 months. There are some reasons why passive customers do not come and do the periodic maintenance service, such as their preference to do the periodic maintenance service at non-authorized workshops, lack of detailed information and education about the importance of doing the periodic maintenance service every 6 months. This research is aimed to discover marketing initiatives that can increase the utilization of passive customers to maximize the revenue and achievement of the aftersales business of TAM and Toyota dealers.