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Title: | Pengaruh Service Marketing Mix, Service Profit Chain Dan Brand Image Terhadap Loyalitas Pelanggan Pt. Sumatera Star Group Wisata |
Other Titles: | Effect of Service Marketing Mix, Service Profit Chain And Brand Image Against Customer Loyalty Pt. Sumatra Star Tourism Group |
Authors: | Ahmad Fauzi, Batubara |
metadata.dc.contributor.advisor: | Suryani, Wan |
Keywords: | Technology Improvement;Transportation Business;Loyalty Customer;Peningkatan Teknologi;Bisnis Transportasi;Loyalitas Pelanggan |
Issue Date: | Mar-2023 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;188320339 |
Abstract: | Adanya globalisasi, peningkatan teknologi, volatilitas pasar, dan pasar yang kompetitif, membuat perusahaan terus mencari cara untuk meningkatkan pelayanannya. Peningkatan pelayanan bagi pelanggan dapat dilakukan dengan cara meningkatkan keunggulan kompetitif perusahaan. Perkembangan bisnis transportasi saat ini semakin meningkat, salah satunya adalah bisnis transportasi berupa travel. Meningkatnya perusahaan jasa travel, secara tidak langsung dapat membuat perusahaan-perusahaan tersebut bersaing sebagai perusahaan yang mampu menciptakan suatu merek yang baik di mata masyarakat. Loyalitas pelanggan yang dipengaruhi oleh service marketing mix diharapkan mampu memberikan dampak positif terhadap kelangsungan sebuah usaha. Salah satu bentuk strategi pemasaran yang mampu mendukung dalam memasarkan produk untuk menciptakan kepuasan pelanggan adalah dengan menerapkan service marketing mix. Keuntungan dari loyalitas pelanggan salah satunya adalah perusahaan memiliki pelanggan jangka panjang dan kumulatif karena mempertahankan pelanggan lebih penting dibandingkan strategi agresif seperti memperluas ukuran pasar dengan menggaet konsumen potensial. Due to globalization, technological improvements, market volatility, and competitive markets, companies are constantly looking for ways to improve their services. Improving service for customers can be done by increasing the company's competitive advantage. The development of the transportation business is currently increasing, one of which is the transportation business in the form of travel. The increase in travel service companies, indirectly can make these companies compete as companies that are able to create a good brand in the eyes of the public. Customer loyalty which is influenced by the service marketing mix is expected to have a positive impact on the continuity of a business. One form of marketing strategy that is able to support product marketing to create customer satisfaction is to implement a service marketing mix. One of the advantages of customer loyalty is that the company has long-term and cumulative customers because retaining customers is more important than aggressive strategies such as expanding market size by attracting potential customers. |
Description: | 67 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/20188 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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188320339 - Ahmad Fauzi Batubara - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 827.15 kB | Adobe PDF | View/Open |
188320339 - Ahmad Fauzi Batubara - Chapter IV.pdf Restricted Access | Chapter IV | 485.98 kB | Adobe PDF | View/Open Request a copy |
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