PROPOSED BUSINESS STRATEGY BASED ON ANALYSIS OF SERVICE QUALITY USING IMPORTANCE PERFORMANCE ANALYSIS (IPA): CASE STUDY AT PT POS INDONESIA

• Main Author: Arman Mahadi, Lalu
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79918
• Institution: Institut Teknologi Bandung

PT Pos Indonesia is facing growing competition in the postal and logistics market in Indonesia. The company's market share has been declining in recent years, even though the market size for logistics is growing year after year. To face this increasingly competitive landscape and remain relevant in the courier and logistics industry, PT Pos Indonesia must develop a business strategy to complement its already excellent operational performance by improving its service quality. This will involve identifying the factors that are most important to customers and taking steps to improve the company's performance in these areas. By conducting both internal and external analyses, PT Pos Indonesia can effectively utilize Importance-Performance Analysis (IPA) to pinpoint the service quality dimensions that are most crucial to customers and identify areas where the company is underperforming. This comprehensive approach will enable PT Pos Indonesia to prioritize its efforts, strategically allocate resources, and focus on the aspects of service quality that will have the most significant impact on customer satisfaction. Building on the analysis, integrated logistic collaborations and solutions were proposed to address the identified service gaps. These initiatives aimed to enhance coordination and delivery speed through integrated logistics partnerships, promote employee capabilities through an employee advocacy program, and gain deeper customer insights through an advanced marketing platform. These measures were designed to bridge the gap between customer expectations and perceived performance in service level agreements, delivery speed, staff competence, and understanding customer needs. By implementing these strategies, PT Pos Indonesia can improve customer satisfaction and achieve a competitive advantage in the market.