Usulan pengembangan strategi customer relationship management dengan pendekatan Metode Fuzzy Quality Function Deployment pada Bimatama Tour

DETAIL KOLEKSI

Usulan pengembangan strategi customer relationship management dengan pendekatan Metode Fuzzy Quality Function Deployment pada Bimatama Tour

Oleh : Sri Prastuty Koeswardini

Info Katalog

Penerbit : FTI - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2005

Pembimbing 1 : Pudji Astuti

Subyek : Customer relations - Management;Fuzzy systems

Kata Kunci : Bimatama Tour, fuzzy, customer relations, management, service industries, quality control, b

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2005_TA_TI_06301272_Halaman-Judul.pdf	23
2.	2005_TA_TI_06301272_Bab-1.pdf	5
3.	2005_TA_TI_06301272_Bab-2.pdf
4.	2005_TA_TI_06301272_Bab-3.pdf
5.	2005_TA_TI_06301272_Bab-4.pdf
6.	2005_TA_TI_06301272_Bab-5.pdf
7.	2005_TA_TI_06301272_Bab-6.pdf
8.	2005_TA_TI_06301272_Bab-7.pdf
9.	2005_TA_TI_06301272_Daftar-Pustaka.pdf	2
10.	2005_TA_TI_06301272_Lampiran.pdf

Abstrak
Abstract

B Bimatama Tour adalah perusahaan yang bergerak di bidang jasa perjalanan (Travel Agency and Tour Operator). Menyadari bahwa jenis jasa seperti ini bukan merupakan jasa yang mudah dijual, Bimatama Tour menerapkan strategi customer relationship management (CRM) yang tujuannya adalah untuk membangun hubungan jangka panjang dengan konsumen (relationship longevity). Namun konsumen setia pada perusahaan apabila mereka merasa puas, oleh karena itu untuk meningkatkan kepuasan konsumennya , Bimatama Tour melakukan pengembangan kualitas pelayanan. Pengembangan kualitas pelayanan dilakukan dengan menggunakan metode Fuzzy Quality Function Deployment (FQFD).ldentifikasi kebutuhan konsumen dilakukan dengan penyebaran kuesioner pendahuluan yang kemudian digunakan untuk menyusun kuesioner penelitian. Penyebaran kuesioner penelitian dilakukan kepada 100 responden.Pengolahan data menggunakan metode FQFD . Pertama, yang dilakukan adalah menentukan tingkat kepentingan dari masing-masing karakteristik kebutuhan konsumen dalam angka fuzzy. Kemudian karakteristik kebutuhan konsumen tersebut dikorelasikan dengan karakteristik teknis perusahaan dimana hasil korelasi yang diperoleh juga merupakan angka fuzzy. Selanjutnya menentukan arah perbaikan karakteristik teknis, menentukan korelasi antar karakteristik teknis, menentukan tingkat kesulitan perusahaan dalam mewujudkan karakteristik teknis, memberikan gambaran posisi pelayanan terhadap pesaing, dan yang terakhir adalah menentukan tingkat kepentingan absolut dan tingkat kepentingan relatif karakteristik teknis. Tingkat kepentingan relatif digunakan untuk menentukan prioritas karakteristik teknis perusahaan.Hasil dari penelitian ini, terdapat 4 macam karakteristik dan 8 macam perilaku responden, terdapat 18 buah karakteristik kebutuhan konsumen, karakteristik teknismenanamkan sikap disiplin dan rasa tanggung jawab yang tinggi pada karyawan menempati prioritas pertama dan karakteristik teknis enam hari masa kerja aktif dalam satu minggu menempati prioritas terakhir. Dari 18 karakteristik pelayanan yang diberikan, hanya satu karakteristik pelayanan yang dapat mengimbangi tingkat kepuasan konsumen dari perusahaan pesaing, dan berdasarkan analisa, terdapat dua belas buah usulan pengembangan yang diberikan. Salah satu usulan yang diberikan untuk mengembangkan strategi CRM adalah pembentukan program customer database.

B Bimatama Tour is the company that moves in the field of the travel service (Travel Agency and Tour Operator). Realized that the service kind like this is not the service that is easy to be sold, Bimatama Tour applied the customer relationship management (CRM) strategy that its aim is to develop long-term relations with the customer (relationship longevity). However, the customer will be loyal to the company if they felt satisfied, because of that to increase its customer's satisfaction, the company carried out the development of the quality of the service. The development of the quality of the service is carried out by making use of the Fuzzy Quality Function Deployment method (FQFD).The identification of the requirement for the customer is carried out with thespreading of the introductory questionnaire that afterwards is use to compile the research questionnaire. The spreading of the research questionnaire is carrying out to I 00 respondents.Data processing by made use of the method FQFD. First, that is carried out is decisive the level of the interests from each one the characteristics of the requirement for the customer in the figure fuzzy. Afterwards the characteristics of the requirement for this customer are correlated characteristically technical the company where results of the correlation that is received also are the figure fuzzy. Further determined the improvement direction of the technical characteristics, determined the correlation delivered the technical characteristics , determined the level of the company's difficulty in bringing about the technical characteristics, gave the picture of the position of the service towards thecompetitor, and that finally is decisive the level of the absolute interests and the level of the interests relatively characteristic technical. The level of the relative interests is used to determine the priority in the technical characteristics of the company.Results ofthis research, are received by 4 characteristics sorts and 8 behaviors sortsof the respondent, there is 18 characteristics of the service that is needed by the customer. The technical characteristics invested the discipline attitude, the feeling of high responsibility to the employee occupied the first, and characteristic priority technical six lengths of service days are active in one week occupied the last priority. From 18 characteristics of the service that are given, only one characteristic of the service that could match the level of the customer's satisfaction from the competitor's company, and is based on the analysis, is gotten by twelve development proposals that are given. One of the proposals that are given to develop the CRM strategy is the formation of the program customer database.