PENGARUH CITRA PERUSAHAAN, KUALITAS PELAYANAN DAN PERSONAL SELLING TERHADAP KEPUASAN PELANGGAN (STUDI KASUS DI PT HOLCIM BETON CABANG KEMBANGAN)

Abstract

ABSTRACT
The rapid competition concrete industry in Indonesia is not only due to rising incomes and a growing
economy, but also because customers are increasingly savvy and demanding. Responding to the PT Holcim
Beton continues to improve its services both from HR and supporting systems such as SAP systems., However
the opposite phenomenon is found where, according to a survey conducted independent research emerge on the
initiative of Holcim Beton which is found that the value of customer satisfaction continues to decline from 2009
until 2011, which caused several factors namely Corporate Image, Service Quality and Personal Selling. Of this
phenomenon and the author tries to investigate the company over the decline in customer satisfaction, in this
case the authors used survey method using questionnaires. The results showed that the correlation between the
variables Corporate Image, Service Quality, and Personal Selling to variable Customer Satisfaction is very
strong.Suggestions in this study were PT Holcim Beton should really keep the Corporate Image by conducting
activities related to the surrounding community, quality of service too should all involved parties both from the
management down to the employees as well as Personal selling should be more attuned to the activities ongoing
training that is integrated with the customer.
Keywords: Corporate Image, Service Quality, Personal Selling and Customer Satisfaction.