SERVICE QUALITY INNOVATION TO RETAIN CUSTOMERS SATISFACTION IN INDONESIA’S CAR-SHARING INDUSTRY (CASE STUDY AT PT. HIJAU MAJU)

• Main Author: Riendi Syauqi, Arga
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70000
• Institution: Institut Teknologi Bandung

The development of technology has been giving such a significant impact to life. The more advanced technology-based products like smartphones have been enabling people to not only connect but also do many things remotely such as web browsing, online shopping, and even completing daily needs with one click away. Several applications that assist people on their daily routines are available to use in a smartphone. One of the applications is an on demand service provider platform which enables people to order a transportation service, food delivery service, package delivery service, grocery shopping, and many more. Seeing this trend in countries abroad, PT. Hijau Maju started to offer their services by replicating the idea to apply in the Indonesian market. Starting to serve in 2010, the first product that PT. Hijau Maju offered to the market was a transportation service with a two-wheelers and four-wheelers unit. Expanding the business to four other countries in South-east Asia, the application has been downloaded more than one hundred fifty five million. The four-wheelers service of PT. Hijau Maju is still one of the core products that contribute a large amount of profit to the company. This research will involve a series of experiments to increase the service quality of four-wheelers service applying several innovations to be tested to the Indonesian market and will be assessed using a qualitative and quantitative research method using interviews as a primary data collection method from two separate groups of interviewees. The group that will be interviewed are customers who ever experienced the ride with a tested type of drivers and the customers who never experienced the ride with a tested driver but given the idea of an ‘upgraded’ service of four-wheelers. The researcher is using the company's brand health tracker, the same data used as the company’s consumer insight team to share with the product development team in the company, as the primary data to do the analysis in the effort of proposing such innovation to the company. The proposed innovation will be reviewed and discussed thoroughly by the internal company management before moving forward with the trial phase. The data collection will be further used as a source for defining rooms to improve for four-wheelers development and market opportunity. To better the implementation of such innovations in terms of service quality for the company’s product, the researcher will propose several attributes to be wrapped up as a proposed innovation to be tested.