RECOVERING KOMATSU PRODUCT IMAGE THROUGH COLLABORATION WITH UT CALL AND UT PONTIANAK TO INCREASE CUSTOMER SATISFACTION IN WEST KALIMANTAN AREA

Abstract

This study is conducted with the primary aim of evaluating and comprehensively understanding the level of customer satisfaction with the services provided by PT United Tractors Pontianak. In today's highly competitive market environment, gaining a nuanced understanding of customer satisfaction is essential for sustaining and enhancing customer loyalty and overall business performance. To achieve this, the research employs a structured survey methodology, involving the distribution of meticulously designed questionnaires to a representative sample of customers who have utilized PT United Tractors Pontianak's services. The survey encompasses a broad range of aspects, including product quality, customer service, pricing strategies, and the overall service experience. The data collected through this survey are subjected to rigorous statistical analysis to identify both the strengths that contribute positively to customer satisfaction and the specific areas where improvements are needed. The analysis reveals that the current level of customer satisfaction at PT United Tractors Pontianak stands at [, with particular aspects of the service receiving commendations for their excellence while other areas are highlighted as requiring significant enhancement. These insights offer valuable guidance for the company's management, facilitating the development of targeted strategies aimed at improving service quality and addressing the identified shortcomings. By implementing the recommended improvements, PT United Tractors Pontianak can enhance its service delivery, strengthen customer relationships, and reinforce its competitive position in the market.