DESIGN OF CUSTOMER SATISFACTION AND LOYALTY MEASUREMENT SYSTEM ON TRAINING SERVICE QUALITY (CASE STUDY: PT IHATEC)

• Main Author: Fitri Ghaisani, Rizka
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79394
• Institution: Institut Teknologi Bandung

In 2017, PT IHATEC was the only company in Indonesia that offered training and education services in the halal field. However, new competitors are starting to emerge, which makes the company worried that customers will switch. To prevent this, the strategy taken is to increase loyalty by measuring the level of customer loyalty first. This concern grew because PT IHATEC received complaints from customers regarding service quality. Although the company has conducted a customer satisfaction survey, corrective action has not been taken based on the survey results. This is because the current system and measuring tool still have several weaknesses that make the survey process inefficient and the results are unable to show what aspects of the service need to be improved. Therefore, this study aims to design a customer satisfaction and loyalty measurement system, evaluate customer satisfaction and loyalty, and make suggestions for improving the quality of training services. The information system is designed using the Framework for the Application of Systems Thinking (FAST) methodology. The measuring tool design is carried out using the gap 5 SERVQUAL method with 6 dimensions (reliability, assurance, tangible, empathy, responsiveness, and applicability), Customer Satisfaction Index (CSI) and Customer Loyalty Index (CLI) methods. In addition, the calculation method from Best (2013) is used to estimate the number of customers who will consume the company's training services again, the number of customers who will not switch to competitors, and the number of customers who will recommend the company's services. The results of the system design and measurement tools are tested on customers and related stakeholders. This research produces a web application-based customer satisfaction and loyalty measurement system that can integrate the questionnaire with the dashboard so as to increase the efficiency of the survey results data processing, facilitate the data recording and reporting process, and produce accurate information in real-time. Calculation of the gap 5 SERVQUAL produces negative values for all dimensions with the two highest gap scores belong to reliability and empathy dimensions. The measurement also produces a CSI of 90.97% (very satisfied) and a CLI of 88.28% (loyal). Suggestions for improvement are extending the duration of training, providing training and evaluation to employees and trainers on a regular basis, improving training modules, developing procedures for training registration, and improving the complaint management system.