Laporkan Masalah

Costumer satisfaction and competitive advantage :: A Case of a company operating in the maturated market

NINA, Dr. Devendra Pal Singh

2001 | Tesis | Magister Manajemen

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In mature industries, innovations are hard to come by and therefore products are almost the same irrespective of who is the manufacturer. Therefore the customers tend to move from one manufacturer to another, looking for short-term gains. Therefore manufacturers are struggling to find the ways to get the customer loyalty. This is more pertinent, in the case of textile industry where garment manufacturers have low bargaining power as compared to their customers, the retailers. To increase the value of customer assets, customer satisfaction should be measured and managed. The dominant conceptual model in the customer satisfaction area is the disconfirmation of expectations model. Here customer satisfaction is an evaluative response of the product purchase and consumption experience resulting from a comparison of what was expected and what is received. This study deals with providing excitement attribute to garment manufacturing business. Like in any mature business, garment manufacturing competition is based on threshold and performance attributes. Example, the products should meet the minimum and market competing attribute requirements. Key parameters studies are product attributes, operations process and marketing activities. Products attributes are of prime importance to the ultimate consumer but all the above three parameters are important to retailers who have to find a balance in later two parameters where as product attribute increases their customer’s ultimate choice. This study covers the ranked various attributes according to their satisfaction index to customer, calculated gap between what customer expectations from market place vs. from garment manufacturer. Finally in this study have tried to calculate total satisfaction index by ratio and difference method. The results shows that the later method may give results which are different than those achieved by others

Kata Kunci : Manajemen Bisnis, Industri Garmen.


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