Service strategy by considering price factor to increase titan tire customer satisfaction

Abstract

Titan Tire customers complain that the price of tires offered is more expensive than the prices offered by other tire companies. The price factor is very influential on customer satisfaction in addition to service quality. Price is an important aspect that is inseparable from the purpose of sales and service activities. Besides, Titan tires do not provide sales price determination to customers. This has a negative impact on customer satisfaction as shown in Table 3 where there are more unsatisfied customers than those who are satisfied with the services provided by Titan Tire. Multiple linear regression testing α = 0.05> sig = 0.00 which states that the service strategy by considering price factors should be able to increase customer satisfaction. For that Titan Tire wants to improve customer satisfaction in the future by improving better service strategies. Based on Table 1, good service to customers has a greater frequency of 55 people or 64.3% compared to poor service of 34.5%, but based on Table 3.3 the number of customers is not greater that is 52 people or 61.9% and those who are satisfied, namely 32 people or 38.0%.