Abstract :

The research has the aim of seeing the relationship and effect between the variables of Product Quality, Service Quality, and Service Recovery on customer satisfaction and loyalty at AMA Group Bandung which focuses on Business to Costumer (B2C) and finding solutions to business problems that exist in AMA Group, namely the instability of AMA Group’s sales revenue. This research includes quantitative and qualitative. In this study were AMA Group B2C customers Population. The sample was 100 AMA Group. Data collection using some techniques by researcher used include interviews, observation, internal analysis (Segmenting, Targeting, Positioning and Marketing Mix) and external analysis (PESTEL analysis, Competitor analysis), and also use customer analysis obtained through the use of questionnaires. The method used by researchers in this study using Validity analysis, Reliability analysis, Descriptive Analysis, and path analysis. Researchers in this study used an analytical tool is smartPLS. The analysis results by this researcher indicate that there is an influence between the variables of Product Quality, Service Quality, and Service Recovery on customer satisfaction and customer loyalty.

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Keywords :

B2C Marketing, Customer Loyalty, Customer Satisfaction, Market Targetting, Marketing Mix, Marketing Positioning, Marketing Segmentation, PESTEL Analysis, Product Quality, Service Quality, Service Recovery

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