Customer Behavior Analysis; A Case Study on The Influence of Products' Attributes To Customer Satisfaction of ELTI Jogjakarta

Abstract

Ajeng Vina Puspasari (2004), "Customer Behavior Analysis; A Case Study on The Influence of Products' Attributes to Customer Satisfaction of ELTI Jogyakarta". Jogjakarta: Management Department, International Program, Faculty of Economics, Universitas Islam Indonesia. Nowadays, the firm that has high concern to ward customers satisfaction is the mostsuccessful firm because satisfied customers give so many advantages. Afirm should find the mosteffective marketing strategy to winthe competition. A firm that is customer centered is the most effective oneto identify opportunities and make longterms strategy rationally. A customer-centered firm can give direct demand to customers by focusing all the firm resources. This research was conducted in order to obtain the level ofcustomers' satisfaction and to identify the factors influencing the satisfaction of the customers of ELTI Jogjakarta. This research involves 100respondents ofthe insurance's customertaken in a simple quota sampling. Based on the research, the following results are presented as follows. First, ELTI Jogjakarta is able to give good satisfaction to its customers. It is proven bythe number of the average score of ELTI's customers' loyalty in Jogjakarta thatexceeds 11.93. Second, simultaneously, the influence of Responsiveness (XI), Pries (X2), Assurance (X3), Reliability (X4), Tangible (X5) and Empathy (6) to customers' satisfaction (Y) through multiple regression (R² =0.495) had been proved statistically. Here the reliability (X4) is the dominant factor influencing customers' satisfaction (Y). Therefore, the Reliability variable needs to receive more attention and soon increases interms ofaccuracy inservice acceleration, staffs culture, staffs courtesy, and completing the services at the promisedtime. The other variables follow after it.