APPLICATION OF BUSINESS STRATEGY AND SERVICE QUALITY TO CUSTOMER SATISFACTION AND LOYALTY AT ASTRA DAIHATSU CIBEREUM WORKSHOP, WEST JAVA

• Main Author: Briandhito, Caprillio
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62939
• Institution: Institut Teknologi Bandung

The Astra Daihatsu Cibereum Workshop is the official workshop of PT Astra Daihatsu, which is engaged in the service sector. The Astra Daihatsu Cibereum workshop is located in Bandung City, West Java, Indonesia. In 2021, the Astra Daihatsu Cibereum workshop experienced a decline in loyal customers. This is related to the decreasing customer satisfaction with the services provided. The Covid 19 factor is also one of the effects of the decrease in the level of loyal customers. The Astra Daihatsu Cibereum workshop needs to take action in a business strategy to restore customer satisfaction. This research was conducted to determine the factors that affect the sustainability of this business and suggest strategic recommendations for the coming year. In problem analysis, internal analysis and external analysis are carried out. In the external examination, the researcher will use the PEST framework to show the company's current condition from the outer side. This external analysis also conducted interviews with customers to obtain customer expectations for the Astra Daihatsu Cibereum workshop. An analysis of several competitors was also carried out to find out the advantages and disadvantages of the company. After external analysis, internal analysis was carried out using VRIO, STP, and 7P marketing mix to determine the company's current capabilities and internal conditions. Based on an external and internal investigation, the Astra Daihatsu Cibereum workshop faces many challenges from external and internal to the company. Based on SWOT and TOWS analysis which analyzes in terms of strengths, weaknesses, opportunities, and threats. The SWOT analysis can help researchers identify the weaknesses, strengths, opportunities, and dangers experienced by the Astra Daihatsu Cibereum workshop. TOWS analysis was carried out as a reference for researchers to formulate a new strategy proposed at the Astra Daihatsu Cibereum workshop.