Analisis Kepuasan Pelanggan dalam Rangka Strategi Pemasaran Non-Tender PT Surveyor Indonesia (Persero) Cabang Surabaya

Mahfud Arifin, Bambang Syairudin, Fuad Achmadi


This study begins with collecting 73 samples taken with random sampling method from
266 SISUB’s customer. Variable questionnaire covers components and service quality components of
the marketing mix. After analysis of data questioner, obtained for value an interest in the things that
are desired by customers with average score 3.562. For the average perceived value obtained 3.493.
Furthermore, by exposing data in the Cartesian diagram using Importance Performance Analysis
(IPA) is known of position the quality of service that has been provided and there are 6 (six) things
to be fixed in SISUB services. Framing of Matrix House of Quality (HOQ) is performed as a basic
Quality Function Deployment (QFD) which is a method of design in determining the development
of quality improvement measures of performance to satisfy customers. Preparation of HOQ carried
out through Focus Group Discussion (FGD), the result is expected to improve performance in
supporting the Customer Relationship Management (CRM).

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