RELATIONSHIP OF VARIABLE PRODUCT QUALITY, SERVICE QUALITY, AND SERVICE RECOVERY APPROACH THROUGH CUSTOMER SATISFACTION AND LOYALTY

• Main Author: Rifki, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70738
• Institution: Institut Teknologi Bandung

This study aims to identify the relationship between Product Quality, Service Quality, and Service Recovery variables on customer satisfaction and loyalty at AMA Group Bandung as well as looking for solutions to business issues that exist in the AMA Group, namely a decrease in sales revenue. This research combines explanatory and verification research with qualitative and quantitative analysis. The population in this study are AMA Group Construction B2B customers who have collaborated with or used AMA Group services. The samples were 60 customers who had used AMA Group products and services. Data collection techniques used include Interviews, observation, internal analysis (Porter Value Chain, STP & Marketing Mix) and external analysis (PESTEL, Competitor analysis), and customer analysis from customers using questionnaires. The method used in this study was using analysis of Validity, Reliability, Descriptive analysis, and path analysis (Path Analysis). The analysis tools used are smartPLS. The research analysis results show that Product Quality, Service Quality, and Service Recovery significantly affect customer satisfaction and customer loyalty. Thus, AMA Group needs to improve its products and services and create new strategies that can be implemented in the future.