Customer satisfaction in two branches of Toyota dealerships in Bogor Area, Indonesia
Unpublished Project (MBA)
Call Number: HF5415.335 .T75 1997 SGP
Triosa, Lukas E.
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Business is becoming more competitive, thus, knowing and developing services to make customers satisfied is considered an important factor. This study was done in two branches of Toyota dealership in the Bogor area. The major purpose was to develop a data base on which to build a customer satisfaction program for the Toyota dealerships. Customers of the two Toyota service stations in Bogor area responded to a written tool. The customers gave their perceptions about the services of the service stations. Information was obtained form customers and also from employees who served customers everyday. Service station records and reports on what time the employees come to work, the jobs they performed, the bills they prepared for customers, and the name of customers and their telephone numbers, were also studied. Study Findings The study findings were classified into Products The products of the service stations were spare parts and repair services offered by the service stations’ integrated personnel. The employees comprised of service advisors, mechanics, front men, counter parts personnel, cashier, billing invoicing, and service personnel. The study findings for the two dealerships were similar. In general, customers of both stations were happy with services such as cleaning of ash tray and carpets, resetting of clocks, controlling tire pressure, spraying perfume on vehicles, cleaning windshields, and putting water into radiator and reservation tanks. Customers were happy with follow-up services by service station personnel who contact them by phone to inquire if problems with their vehicles still recur, and to assure them that they could bring the vehicles back for special checking. Customers appreciated their help and their dedication to their work. Customers for both service stations were also happy with Toyota’s spare parts inventory which was usually ready and adequate, or could be quickly ordered for them. Nevertheless, improvement in some service areas were suggested by some customers, which should be seriously considered. Customers cited the following problems: (1) less accurate diagnosis that needed redoing the jobs. They were still about 2% inaccurate in diagnosis; and (2) management should prevent the use of imitation parts. This would give a bad image to both Toyota products and employees’ services. Place The Setiajaya Mobilindo operates near the main road in the city of Bogor and PT. Depok Jaya Motor operated in the central city of Depok and the surrounding area. Customers found the locations of these two service stations to be convenient, with good parking facilities, and easy to find. Customers appreciated the strategic locations of the service stations. Price Toyota dealerships offered standard prices for parts and repairs all over Indonesia. Compared with competitors’ prices, Toyota service station prices were cheaper. Value added tax was the most important problem for customers. Many Indonesians do not understand taxation and some of them do not like to be charged value added tax because the way-side repair shops do not charge the tax. Value added tax was also an important barrier in the pricing policy of Toyota as a whole. Many customers wanted service-on-credit or to at least pay the bills after delivery of their repaired vehicles, but management had trouble with collecting service bills on credit.
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