Credit Customers Satisfactin Analysis

THE SATISFACTION ANALYSYS OF THE RETAIL CREDIT CUSTOMERS

TO THE MARKETING MIX AT

PT BANK MANDIRI (PERSERO), TBK.

BANDAR LAMPUNG AREA

By

IRAWAN AZIS

Banking industry in Indonesia has had many crucial changes both internal and external. As the result of the changes, a bank required to apply prudential banking principals in all steps and strategies. The strategies should orient to the customer satisfaction both old and new customers. Imagining that almost all the banks in Indonesia pay their operational cost from the credit interest, this way the bank should pay more intention to the credit business without ignoring other units. Since credit is the interesting business, most of the banking companies compete to issue credit with high quality services, to attract much more customers. To make easier for the banking company to apply the superior marketing strategies, it is urgently needed that the companies choose their market segment. With the right segmentation, the banks can analyze and find right solutions whether their marketing mix 7P’s are match with the customer requirement.

The aim of this Thesis is to find which variables of marketing mix that influence the retail credit customer satisfactions. Doing this research, there will be found which variables have match with the customer expectation and which variable have not. If the answers of the questions are found, the bank can maintain and develop the marketing mix easily.

This research using survey method applying questioner lists. Samples are taken as much 65 respondents representative retail credit categories proportionally from 185 retail credits customers of Bank Mandiri Bandar Lampung Area. The samples were taken with stratified random sampling. The analysis equipment is Importance-Performance Analysis with Cartesius Diagram. Base on the research result after applying to the Cartesius Diagram, it is concluded that four variables; people, place, physical evidence and process have met the customer expectation and located on the B quadrant. The next works for the bank is to maintain these four variables. Regarding two variables of product and price (interest rate) are located in A quadrant which is important for the customers but still not satisfy the customers. Since these two variables are the company weakness, so the management should pay more attention on these two variables. For Promotion variable, it is located on the C quadrant which is not too important for the customer and the company needs only a little effort on this.

The company marketing strategy is to keep and maintain the variables of marketing mix which are good scored by customers as the strengths of Bank Mandiri against its competitors

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