THE IMPACT OF AFTER S ALES SERVICE TOWARD CUSTOMER LOYALTY (CASE STUDY IN AUTO 2000 GARUDA

Abstract

Nowadays, a company not only to profit -oriented, but they began to focus on maintaining customer satisfaction so that the impact on customer loyalty, so that in the future they will continue to buy and use the products of that company. Toyota as one of the largest automotive company, always keeping customer satisfaction and loyalty through Auto 2000. Auto 2000 is one part of the Toyota is dealing with customers directly (serving after sales service, sales, and customer service). Auto 2000 spread evenly in many cities and have the same service standards. But in practice in the field, in every state of the Auto 2000 per city is not the same, Especially Auto 2000 Garuda. The focus of research in this thesis is the after sales service and relationship with customer loyalty (especially repurchasing). In this research, researcher used a combination of two methods. The second method is a qualitative analysis and quantitative analysis. In this thesis, the researcher used a qualitative interview analysis to determine the components of after sales services and what is offered from Auto 2000 Garuda, its implementation, and the challenges of applying the after sales service. After that, researchers make use of quantitative analysis to analyze the data derived from the questionnaire. In quantitative analysis, the researchers used the reliability, validity, and factor analysis in SPSS. Based on analysis and result, the data was valid and have strong relationship. Researcher used factor analysis to find out which factor has strong relationship with the repurchasing among other variables. Based on the analysis in chapter 4, there are relationship between after sales service and customer loyalty. Customer loyalty will come up based on customer satisfaction, in this research, based on qualitative and quantitative analysis, there are 4 factors that affect customer loyalty. From the 4 factors, there are 3 factors that will be recommendations for Auto 2000 Garuda.