ANALYZING FACTORS INFLUENCE CUSTOMER SATISFACTION. CASE STUDY : PROJECTIND COMPANY

• Main Author: Fasya Salsabila, Fahrieva
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84566
• Institution: Institut Teknologi Bandung

This study analyzes the factors influencing customer satisfaction within the creative industry, focusing on Projectind, a company connecting student freelancers with early-stage businesses. By leveraging a qualitative approach, data were collected through in-depth interviews with both customers and marketing experts, followed by a comprehensive triangulation process. The analysis revealed key dimensions of service quality, including tangibles, reliability, responsiveness, assurance, and empathy, aligning with the SERVQUAL model. Specific to the Projectind company, this research identified two additional variables—"Excellent" and "Consistent"—within the service quality framework. The "Excellent" variable captures the exceptional service standards exceeding customer expectations, while "Consistent" underscores the importance of delivering uniform service quality across all interactions. These findings highlight the critical role of maintaining high and uniform service quality to enhance customer satisfaction in the competitive creative industry landscape. The study provides strategic insights for Projectind to refine their service delivery, ensuring a sustainable competitive advantage.