Analysis of marketing mix factors and service quality towards customer satisfaction and customer loyalty in architecture firm (a case study at PT Han Awal & Partners Architects)
The aim of this research is to study and analyze decisive factors of customer satisfaction and loyalty against architecture firm in Jakarta and PT Han Awal & Partners Architects as the case study. As consulting firm more and more appear in architecture industry, there tense to overcome a fierce struggle. Then connected with the philosophy that the main focus of marketing is customers and how to satisfy them and make them coming back for more. Hence researcher intents to determine factors and analyzing correlation decider and contribution. Primary data obtained by a questionnaire to 89 customers of PT Han Awal & Partners Architects'. Data collected then analyzed using SPSS and AMOS. The result showed that marketing mix factors and service quality had correlation with customer satisfaction; and satisfaction can result in loyalty that in late day causing behavioral intention in repeat order (rehire) and recommendation. Conclusion and recommendation are given in last part of research according to findings from data gathered.
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