Jawwadurrohman, AbdulJabbar (2016) Service Excellence of Sales Assistant (SAS) to Customers in Order to Increase Sales at PT. Astra International Toyota AUTO 2000 Sukun-Malang Branch. Sarjana thesis, Universitas Brawijaya.
Abstract
English Abstract
Service Excellence is one term that evolved into todays marketing management science. Excellent service can actualize customer loyalty, so it is expected that the companys sales continue to increase. In order to build customer loyalty, Toyota dealers rely on personnel at the front liner, one of them is a Sales Assistant (SAS), which has an obligation to provide excellent services to customers. Therefore, the focus of this research involves two things: (1) How service excellence of Sales Assistant (SAS) is given to consumers in an effort to increase sales in PT. Astra International Toyota AUTO 2000 Sukun-Malang branch?; (2) Service excellence variable is most preferred by Sales Assistant (SAS) to serve customers in an effort to increase sales in PT. Astra International Toyota AUTO 2000 Sukun-Malang branch? This study used a qualitative approach. Data collection techniques used are (1) in-depth interviews, (2) participant observation, and (3) study the documentation. Data were collected from all three techniques were analyzed repeatedly in which involve data reduction, data presentation, and verification or conclusion. Credibility of data was checked through source triangulation, triangulation method, member check, discussions peers, and the adequacy of reference, while dependability and conformability are obtained through auditing by the supervisor. The findings of this study: The first that there are 6 (six) variable-rate service (service excellence) to customers who simultaneously carried out by the SAS as well. The variables of service excellence, among others: (1) the ability, (2) attitude, (3) appearance, (4) attention, (5) the action, and (6) accountability. Service excellence variables are understood, believed and done by the SAS in order to increase sales in AUTO 2000 Sukun-Malang branch. Service excellence variable is also a full concern and as a matter of evaluation for the Branch Manager or Supervisor, thus becoming one of the important materials in trainings conducted by the company. The second: that from the six (6) variables excellence SAS service provided to the customer has a different order of priority for the SAS of AUTO 2000 Sukun-Malang branch. However, the results of this study, the majority of SAS convey that attitude is the main variable that they have prioritized for display to the customer, and this is recognized by the Supervisor and Head of Branch in AUTO 2000 Sukun-Malang branch. From these results, it is recommended that the company should always evaluate variables excellence service that has been done by the SAS to the costumers. The evaluation results can be used as an assessment as well as apressure point of the material in the trainings to be conducted. So that, all variables of excellence service can be done by the SAS in a balanced manner with prime condition. The company should also pay attention to other factors which may provide encouragement for the SAS to provide excellent service to its customers. Therefore, the SAS has a high motivation to carry out the process of selling the products issued by the company. As for further research, it is expected to find additional variables that can add to the quality of excellent service for its customers, so the SAS services to the customers increasingly perceived kindness and actually can increase product sales PT. Astra International AUTO 2000 Sukun-Malang branch.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2016/5/051603099 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 16 May 2016 11:31 |
| Last Modified: | 16 May 2016 11:31 |
| URI: | http://repository.ub.ac.id/id/eprint/108944 |
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