ANALISIS KEPUASAN NASABAH PRIORITAS BERDASARKAN BAURAN PEMASARAN (Kasus Pada PT. Bank Central Asia, Tbk Kantor Cabang Utama Jambi)
Abstract: The research
purpose is to
explain the BCA’s
Priority Customer Satisfaction based
on the marketing
mix instruments. For that purpose, survey is conducted by choosing 78
unit samples. The result shows that the
customer had been satisfied
on the marketing
mix attribute: Product, Place,
Promotion, People, Process
and Physical Evidence. However
the customers are not satisfied on the
price attribute. The result
also shows that there
is no satisfaction differences
among the priority customer satisfaction
category. According to Cartesians diagram,
the marketing mix attribute,
process is identified as
attribute where policy
should be concentrated,
it’s belong to quadrant A. Meanwhile the attribute
people, physical evidence, place belong to quadrant B, and
promotion and product are belong to quadrant C that do not need
attention more. What BCA should focus on serving the Priority Customer
on the future is enriching the
benefit by diversified service to cover the unsatisfied condition on price, charging the penalty.
Penulis: Johannes,Mulyadi Raf,
M. Lukman
Kode Jurnal: jpmanajemendd090175
