Customer Loyalty Analysis with Markov Chain and Customer Bonding Strategy: Case Study at PT XYZ

Balqis Anwar, Idham Halid Lahay, Hendra Uloli

Abstract


Thiis stiudy aiims to analyze customer loyalty at PT XYZ is using the Markov Chain approach and Customer Bonding strategy. The research method combines quantitative analysis through Markov Chain to predict customer switching and qualitative analysis through questionnaires to measure the effectiveness of the Customer Bonding strategy. The results showed that the probability of customers staying was 54%, while the probability of moving to competitors was 46%. The Customer Bonding strategy, especially in the aspects of relationship bonding and advocacy bonding, has proven effective in increasing customer loyalty. The strategies that can be carried out so that XYZ Workshop does not experience a drastic decline in customers are by implementing strategies such as: Customer Retention Strategy, Improving Quality and Differentiation, Expanding Market Access, and Reanalyzing Business Models. However, the availability of spare parts and product design are still weaknesses that need to be improved.This study provides practical implications for companies in designing more effective customer retention strategies.

Keywords


Customer loyalty; Markov chain; Customer bonding; Automotive customer retention

Full Text:

PDF

References


Dewi, iK., and Gustya, K. S. i(2022). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan pada Jasa Pengiriman Barang KAI Logistik Express Bandung. iNusantara iHasana iJournal, i2(1), i179-186. https://nusantarahasanajournal.com/index.php/nhj/article/view/327

Efendi, iE., iSetyawati, iA., iHalim, iF., iAnggreani, iJ., i& iSudi|rman, iA. i(2023). Analysis of Models for Increasing Consumer Loyalty of Beauty MSMEs Through Brand Equity Management, Service Quality, and Customer Bonding. iJurnal iMaksipreneur: iManajemen, iKoperasi, idan iEntrepreneurship, i13(1), i92. https://doi.org/10.30588/jmp.v13i1.1614

iGifari, F. A., Maulana, M. A., & Maulana, S. i(2022). iAnalisis iRant|ai iMar|kov iUntuk iMengetahui iPeluang iPerpindahan iKonsumen iMerek iLaptop iPada iMahasiswa iTeknik iIndus|tri iUniversitas iIndraprasta iPGRI. iBulletin iOf iApplied iIndustrial iEngineering iTheory, i3, i45. https://jim.unindra.ac.id/index.php/baiet/article/view/6528

Febrianti, iF., i& iBeni, iS. i(2023). iStrategi Mempertahankan iLoyalitas iPelanggan Usaha iKuliner idi iKeca|matan Bengkayang. iJurnal iEkonomi idan Bisnis, 11(2), 191-210. https://doi.org/10.35450/jip.v11i02.384

Gustini, iS., iSuryani, iA. iN., i& iMahendri, iA. i(2022). iPengaruh iCustomer iBonding iTerhadap iLoyalitas iKonsumen iPada iKedai iR|emaja iSekayu. iJurnal iManajemen iKompeten, i5(1), i13-26. jurnal.irs.ac.id/index.php/mnjm/article/download/238/150/ I

Hendrayadi, H., iKustati, iM., i& iSepriyanti, iN. i(2023). IMix|ed IMethod IResearch. iJurnal iReview iPendidikan iDan iPengajaran, i6(4). 2402–2410. https://doi.org/10.31004/jrpp.v6i4.21905

Huda, iM. i(2020). ithe iEffect iof iCustomer iIntimacy, iCustomers iExperience, iCusto|mer iSatisfa|ction iand iCustomer iBonding ion iCusto|mer iLoyalty iAt iBank iBri iS|yariah iKcp iPanda’an iPasuruan. iAd-Deenar: iJurnal iEkonomi iDan iBisnis iIslam, i4(02), i244. https://doi.org/10.30868/ad.v4i02.903

Kotler, iP., i& i|Keller, iK. iL. i(2016). iMar|keting iManagement i(15th ied.). iPearson.

Mutiu, iS., i& iDotun, iO. i(2015). iApplication iof iMarkov iChain iin iForecas|ting: iA iStudy iof iCusto|mers’ iBrand iLoyalty ifor iMobile iPhones. iEuropean iAcademic iResearch, i3(6), i7190–7205. www.euacademic.org

Nurhidayati, iR., iIsroyati, iI., iJayadi, iH., Khoiruddin, iH., iZikrullah, iM. iP. iI., i& Suak, iR. iM. i(2023). iAnalisis iLoyalitas Konsumen iDalam iPembelian iProduk Air iMineral iKemasan iBotol Menggunakan iMet|ode iRantai iMarkov. JASDIM Nusa Mandiri:iJurnal Pariwisata iBisnis iDigital idan Manajemen, i2(1), i22–29. https://doi.org/10.33480/jasdim.v2i1.4150

Oliver, iR. iL. i(1999). Whence Consumer Loyalty?. Journal of Marketing, 63(4_suppl1), 33-44. https://journals.sagepub.com/doi/10.1177/00222429990634s105

Rachmawati, iN. iL., i& iFitriani, iM. i(2023). iPengukuran iKepuasan iPelanggan iMenggunakan iMetode iService iQuality i(SERVQ|UAL): iStudi iKasus iPT iPos iIndonesia iKota iMetro. iJurnal iPASTI i(Penelitian idan iAplikasi iSistem iDan iTeknik iIndustri), i17(1), i 79-89. https://dx.doi.org/10.22441/pasti.2023.v17i1.008

Rosita, iE., iHi|dayat, iW., i& iYuliani, iW. i(2021). iUji iValiditas iDan iReliabil|itas iKuesioner iPerilaku iPrososial. iFOKUS i(Kajian iBimbingan i& iKonseling iDalam iPendidikan), i4(4), i279. https://doi.org/10.22460/fokus.v4i4.7413

Safitri, iJ., i& iKurniawati, iT. i(2024). Pengaruh iCustomer Intimacyi, Customer Experiencei, idan iStore iAtmosphere Terhadap iCusto|mer iLoyalty idengan Customer iBonding iSebagai iVariabel Intervening. Jurnal Ecogen,i7(2), i311–325. http://dx.doi.org/10.24036/jmpe.v7i2.15932

Sashi, iC. iM. i(2020). iCustomer iEngagement, Buyer-Seller iRelationships, iand iSocial Media. iManagement iDecision, i58(2), i263-272. http://dx.doi.org/10.1108/00251741211203551

Sulung, iA., iRomadhon, iK., i& iTrimarjoko, iA. i(2024). iMarkov iChain iMethod iIn iDecision iImplementation iof iPreventive iMaintenance iScheduling ito iReduce iEquipment| iDowntime iin iPT iADF iIndon|esia: iCase iStudy. iIJIEM i(Indonesian iJournal iof iIndustrial iEngineering i& iManagement), i5, i183–191. https://doi.org/10.22441/ijiem.v5i1.24820

Tumbelaka, iS. iS. iX. i(2022). iCustomer Bonding, iCustomer iSatisfaction, iand Customer iLoyalty i(Study ion ithe Customer iOf i“SMEs iMartabak iHokky Kawanua” iin iTondano). iInternational Journal iof iApplied Business iand International Management, 7(3), 74-82. https://doi.org/10.32535/Ijabim.V7i3.1899

Yahya, M. V., Umar, Z. A, i& Niode, I. Y. (2024). iPengaruh iStrategi iPemasaran iOnline iTerhadap iMinat iBeli iPada iKins iFactory. iJambura, i7(1), i37-48. https://doi.org/10.37479/jimb.v7i1.25048

Vitram, iK. iL., iRasa, iM. iI., i& iHarto, iS. i(2023). iCustomer iIntimacy, iCustomers iExperience, iCustomer iSatisfaction, iCustomer iBo|nding iDan iCu|stomer iValue iDalam iLoyalitas iNasabah iDi iBank iSyariah. iEkonomi i& iBisnis, i22(1), i44–54. https://doi.org/10.32722/eb.v22i1.5765




DOI: http://dx.doi.org/10.22441/ijiem.v7i1.33981

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

IJIEM - Indonesian Journal of Industrial Engineering & Management
Program Pascasarjana Magister Teknik Industri Universitas Mercu Buana
Kampus Menteng - Gedung Tedja Buana, Floor 4th
Jl. Menteng Raya No. 29 Jakarta Pusat- Indonesia
Tlp.: +62 21 31935454 Fax: +62 21 31934474
http://publikasi.mercubuana.ac.id/index.php/ijiem

Email: [email protected]

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Web Analytics Made Easy - StatcounterView My Stats

The journal is indexed by: