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Marketing Research Project : PT Excelcomindo PRATAMA

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The objective of this paper is to measure the degree of customer loyalty among the college or universities students in west Jakarta. There sub objectives are made. The first one is the analyze the customer loyalty of XL ‘Bebas’ users. The second objective is to analyze the level of trust XL ‘Bebas ‘users have in XL ‘Bebas’. The last objectives is measure the satisfaction level of XL ‘Bebas’ users towards XL ‘Bebas’.rnrnTwo key variables are identified for the objectives. The first one is customers satisfaction and the second one it trust. Descriptive method is used because this method can illustrate the characteristic of various population groups. Primary and secondary data are also used. Questionnaire, online journals and client’s website are the data being used to help to complete the research. SPSS is used to analyze the data from the questionnaires. From there, the result or the findings can determine whether or not the objectives have been achieved.rnrnIn the findings, SPSS used cross-tabs, t-test and frequencies to help to achieve the three objectives. From the findings, it shows that West Jakarta XL ‘Bebas’ users are loyal to XL ‘Bebas’ but they are not so confident of the product quality. Therefore XL ‘Bebas’ must try to improve on the product quality and if the product quality has been improve; automatically the customers will be more loyal to XL ‘Bebas’ also. This has been backed up by the findings, in which where product quality and loyalty relate significantly to each other.rn

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P60000016

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Detail Information

Series Title

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Call Number

MKT 214 (2006) 016

Publisher

: INTI College Indonesia., 2007

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Language

English

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Subject(s)

Marketing Research

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