EVALUASI TOUCHPOINT PELANGGAN DI POS BLOC JAKARTA

• Main Author: Patria, Nezar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67812
• Institution: Institut Teknologi Bandung

Customer satisfaction is the most important thing for a service-oriented business. Customer satisfaction will be associated with successful sales and increased revenue. A bad experience with a service product will have an impact on marketing failure, and result in decreased sales and lost revenue. Therefore, knowing the journey of consumer interaction with service products is very important to increase customer satisfaction. This study aims to assess consumer experience at a creative center, Pos Bloc Jakarta, by using customer journey mapping techniques through several number of touchpoints. A qualitative approach with random sampling method were applied by conducting semi-structured and in-depth interviews with 28 respondents who visited Pos Bloc Jakarta. Through Open Coding, Customer Mapping, and Sentiment Analysis, the results show that Pos Bloc Jakarta has succeeded in satisfying visitors but needs to optimize service at several touchpoints to give customers the best experience.