Nowadays, the competition in car industry becoming more and more
aggressive. Therefore, as one of the big car distribution in East Java, Honda
Basuki Rachmat (HBR) should concern about its performance primarily of its
services. One of the factors that customers will do repeating buying is influenced
more by satisfaction of its services. For this reason, HBR should pay attention of
its service department or workshop.
The writer uses primary and secondary data as the research method and
uses descriptive approach to analyze it. She did survey, interview, and observation
to get more information about HBR customers opinions toward its workshop. The
results of the analysis show that increasing sales in workshop begins from
increasing customer satisfaction index. Besides improving service performances,
including human resources quality and atmosphere, HBR workshop need
appropriate promoting strategies by Customer Relationship Marketing and
Marketing Communication Mix for services.
Optimistically, by applying regular promotion strategies such as
advertising, holding automotive events, and so forth HBR workshop unit-in could
increase significantly. Still, all of the strategies can be done well if HBR
workshop increase its human resource quantity and quality, and also renovate its
atmosphere.
Author
• (34400041) ANNA JULIA
Contributor
• (96-010) Richard Von Llewelyn
• (98-038) Filicia Chandra
Publisher
Universitas Kristen Petra
Year : 2004
Subject
1. SALES PROMOTION
2. RELATIONSHIP MARKETING
3. CUSTOMER RELATIONS
Keyword
honda basuki rachmat workshop, promoting strategies and service performance, increase unit-in cars
Category
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Language
English
Rights
Final Assignment report No. 00040037/MAN/2004; Anna Julia (34400041)
The resource(s) is/are owned by the Creator/Contributor.Reproduction & distribution for non-commercial purposes is permitted provided that the credit for the Creator/Contributor and the source are explicitly stated,and no alteration are made
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