THE CORRELATION BETWEEN SERVICE MARKETING MIX AND CUSTOMER LOYALTY (CASE STUDY IN PT. YQ TEK INDONESIA)

Abstract

Service marketing mix is about “product, price, promotion, place, people, process, and physical environment”. Service marketing mix is main part of marketing strategy. This thesis aims to analyze PT. YQ TEK Indonesia current marketing mix from customer evaluation and find out the correlation between each service marketing mix element and customer loyalty of PT. YQ TEK Indonesia. Also this research aims to find out which element is more sensitive for customer loyalty. This research uses questionnaire to gather data from company’s current customers. Totally 48 questionnaires are distributed to the respondents. After research, the researcher find that most of the respondents agree PT. YQ TEK Indonesia has appropriate product, reasonable price, attractive promotion, successful distribution system, high performance people and clear process. And the impact of service marketing mix concepts on customer loyalty rank: clear process, high performance people, appropriate product, successful distribution system, attractive promotion and reasonable price. To be more competitive and increase customer loyalty, the company needs to increase its service marketing six.