Analysis of the Customer Satisfaction Index (CSI) for Sales of Dynamix Ready-Mix Products in Bekasi Regency Based on ISO 20252
DOI:
https://doi.org/10.55927/ijba.v6i4.16665Keywords:
Customer Satisfaction, Construction Market Research, Product Customization, ISO 20252Abstract
PT Solusi Bangun Beton offers ReadyMix Dynamix, a high-quality ready-mix concrete that complies with national and international standards. It features a precise composition of cement, aggregates, water, and additives, along with technical advantages such as controlled setting time and adaptability to various environmental conditions. Despite its success in various regions, the implementation of this product in the highly competitive Bekasi Regency market faces significant challenges. These challenges indicate that the product has not yet fully met the specific needs and on-site conditions encountered in the area, despite its technical superiority.
This study employs a market research approach based on the international standard ISO 20252, which ensures accurate, ethical, and reliable research methodologies for mapping the preferences and needs of contractors in Bekasi Regency. The study aims to analyze consumer characteristics in the region, identify the impact of regional conditions on product adoption, and formulate effective and efficient marketing and sales strategies.
The results are expected to provide practical recommendations for improving the efficiency of Dynamix services in accordance with existing field conditions, enhancing customer satisfaction, and fostering long-term relationships with customers in Bekasi Regency.
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