BUSINESS STRATEGY TO REGAIN THE MARKET SHARE LOSSES BY INCREASING CUSTOMER SATISFACTION AND ENHANCING CUSTOMER EXPERIENCE (CASE: PT GARUDA)

• Main Author: Nebila Wijendra, Valda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74602
• Institution: Institut Teknologi Bandung

This research is related to one telecommunication company in Indonesia facing a declining market share. This research addresses the declining market share of a telecommunications company in Indonesia and focuses on developing a business strategy to regain its market position. In the beginning, the symptom gap was found from declining customer satisfaction data. The objectives are to identify the root causes of declining customer satisfaction, understand its impact on market share, and propose strategies to enhance customer experiences and regain market share. The research methodology is a mixed-method approach, and the research combines quantitative and qualitative analysis. The data collection is obtained through semi-structured interviews with 15 respondents and a questionnaire survey for qualitative 100 respondents for quantitative. The findings reveal that network, product, and channel are critical factors influencing declining customer satisfaction. Price emerges as the primary dissatisfaction source. In addition to network, product, and channel experiences, there are non-related customer experiences factors such as advocacy, brand reputation, and situational condition that affect the market share of a telecommunication company. The research recommends using scenario matrix 2x2, the current position of network coverage, and market position to create a strategy to regain market share. These strategies aim to regain market share by gaining new customers and protecting existing ones. The research suggests implementing four combination scenarios to regain market share. The research recommends network infrastructure investment, product enhancement, improved customer service, competitive pricing, and an integrated customer experience platform. Future research opportunities include verifying the relationship model between customer experiences and non-related factors. This research provides valuable insights and recommendations to improve the company's performance.