Analysis to develop the quality of existing customer measurement to create customer retention using the six pillars of customer experience: Study in PT. Anandha Syariah
Adry Anandha Abdi
Bandung Institute of Technology (ITB)
Abstract
PT. Anandha Syariah is committed to always support the nation development through the guarantee of Sharia based financing guarantee and Sharia business solution. As a country with the largest Muslim population in the world, Indonesia has great potential for market growth and the Islamic economic sector can be an important factor in advancing it. Based on those facts we can see Anandha Syariah have the challenges to keep their loyal customer before they want to increase their total number of B2B (business to business) customer. Anandha Syariah wants to improve the existing customer experience survey and propose an appropriate concept to create marketing strategy to enhance customer retention in the future plan. This research is tended to explanatory research that emphasizes the phenomenon. Data will be collect within quantitative method. The questionnaire will be guide by relationship marketing, customer value, customer satisfaction and customer retention theory that emphasizes the result analysis using the six pillars of customer experience. The target of correspondents are B2B customers that specifically on total of 14 customers. Questionnaires were made to see the level of customer experience level number after used Anandha Syariah products and services.
Keywords: Sharia, Financing Guarantee, Six Pillars, Customer Experience, Customer Retention
Topic: International Conference of Islamic Economic and Financial Inclusion