DEFENSIVE MARKETING MIX STRATEGIES BASED ON CUSTOMER SATISFACTION COMPARISON OF DIGITAL PRINTING IN SURABAYA

Rinawiyanti, Esti Dwi and Meitha, Rosita and WIBISONO, RENDY (2014) DEFENSIVE MARKETING MIX STRATEGIES BASED ON CUSTOMER SATISFACTION COMPARISON OF DIGITAL PRINTING IN SURABAYA. In: Proceeding 11th. International Anual Symposium on Management. Department of Management Faculty of Business and Economics University of Surabaya, Surabaya. ISBN 978-979-99365-8-5

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Abstract

The company in running its activities has a goal of gaining profit. To make sure that its offered product is qualified and can fulfill the needs and wants of customers, the company should measure and analyze customer satisfaction. From this analysis the company will obtain feedback directly from customers about the product that has been given so far that will be used to improve the product or service offered. The study was conducted in Lael Print, a digital printing in Surabaya, with the purpose to analyze customers' satisfaction, to compare it to competitors and then propose appropriate marketing mix strategies. Questionnaires were distributed to 100 respondents and the result of the questionnaires was then processed and analyzed in order to identify the variables important for customers in choosing a digital printing and how customers are satisfied with those variables. Moreover, quadrant analysis was then performed to determine the strengths and weaknesses of the company. Furthermore, the customer satisfaction was also compared against competitors. Based on the quadrant analysis and customer satisfaction comparison was designed a proper marketing mix strategies covering 8P. Proposed strategies for product dimension are to add product variation and to maintain good product quality. While suggestions for price dimension are to provide a free delivery service that will make consumers more satisfied and also to create psychological pricing. In addition, suggestion for place and time dimension is to open early and close over night. For promotion dimension Lael Print needs to give the consumers keychains and business cards depicting Lael Print. And for people dimension it is suggested to add experts for design. A proposed strategy for process dimension is the customers can place an order via email or telephone. Besides, for productivity and quality dimension Lael Print should provide a suggestion box for consumers to gain the feedback to improve the service quality. While proposed improvement for physhical evidence dimension are maintaining the cleanliness and comfort of waiting room, also adding more variation of soft drinks available in waiting room.

Item Type: Book Section
Uncontrolled Keywords: marketing mix, customer satisfaction, digital printing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Eko Setiawan 194014
Date Deposited: 02 Oct 2014 06:11
Last Modified: 02 Oct 2014 06:39
URI: http://repository.ubaya.ac.id/id/eprint/20972

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