IMPROVEMENT OF MARKETING STRATEGIES AND SERVICES TO GAIN CUSTOMER SATISFACTION AND LOYALTY FOR LAO ASEAN LEASING PUBLIC COMPANY

• Main Author: Douangvilay, Phonepaserth
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/69925
• Institution: Institut Teknologi Bandung

Small and medium-sized Enterprises (SMEs) are critical in enhancing economic development in Laos. However, finance access is one of the main obstacles to the operations and growth of registered SMEs in Lao PDR. In 2018, access to finance has become a greater challenge. Lao Asean Leasing Public Company (LALCO) is a leasing company for first and secondhand motorbikes and cars that was established in 2015. It has many branches across the country. LALCO intends to boost the Lao economy by providing funds to SMEs in Laos through finance and refinance leasing services and providing job opportunities for Lao people, especially new graduates. There are many problems that LALCO is encountering, particularly customer loyalty maintenance. Moreover, LALCO received several negative feedbacks on social media platforms regarding its marketing strategies and services. To be competitive in this high intensity of rivalry, LALCO must investigate the root causes of low customer loyalty to effectively address the solution. The purpose of this study is to find the causes of low customer loyalty and to solutions for improvement. The result of this study reveals that high service quality affects customer satisfaction positively. Moreover, investing in financial resources to improve customer satisfaction is the ultimate source of customer retention and loyalty. In this study, the researcher utilized internal and external analysis to investigate the internal and external factors of LALCO which consist of STP, Marketing Mix 7P, PESTEL, and Five Force Porter. Moreover, customer attitude, experience, satisfaction, and loyalty will be used to describe the consumer behaviour analysis. In addition, the author also used SWOT for the summary.