Factor affecting customer satisfaction on distribution of paint industry

Koeswono, Edwin Sucipto (2009) Factor affecting customer satisfaction on distribution of paint industry. Bachelor thesis, Petra Christian University.

Abstract

Nowadays, customer satisfaction becomes the essence for every company in the world. As one of the major paint distributor of PT Putra Mataram in Indonesia, PT SKAY Surabaya is having problem since about 40 percent of their customers are complaining about late delivery problem. Urgent requests from their customers become the main cause of the lateness in delivery which affects the customer satisfaction. This research is created to identify the factors which create impact toward the customer satisfaction. The factors that become the indicators are derived from the marketing mix theory of product, price, place, and promotion and the SERVQUAL theory which are tangible, reliability, responsiveness, assurance, and empathy. These factors then would be analyzed by using the validity and reliability tests, classical assumption tests which are normality, multicolinearity, autocorrelation, and homoscedasticity, and last but not least the multiple regression analysis. The result indicates three factors that can generate the most customer satisfaction. Those factors come from the product category and it is proven that the respondents are more satisfied by having more benefits on the product category rather than on the service category. This means there is no correlation between the variables in the service category with the customer satisfaction.

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