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Go Back       Himalayan Journal of Economics and Business Management | Volume:4 Issue:3 | May 30, 2023
103 Downloads249 Views

DOI : 10.47310/Hjebm.2023.v04i03.014       Download PDF       HTML       XML

Driving Market Share Recovery: A Customer-Centric Approach for Improving Customer Satisfaction and Enhancing Customer Experiences (Case Study: Pt Xyz)

Valda Nebila Wijendra1*, Dr. Jemy Vestius Confido1, ST. MSEM2

1Institut Teknologi Bandung, School of Business Management, Jakarta, Indonesia

2Institut Teknologi Bandung, School of Business Management, Jakarta, Indonesia

*Corresponding Author

Valda Nebila Wijendra

Article History

Received: 20.05.2023

Accepted: 25.05.2023

Published: 30.05.2023

Abstract: This research is related to one telecommunication company in Indonesia facing a declining market share. The objectives are to identify the root causes of declining customer satisfaction, understand its impact on market share, and propose strategies to enhance customer experiences and regain market share. The research methodology is a mixed-method approach, combining quantitative and qualitative analysis. The findings reveal that network, product, and channel are critical factors influencing declining customer satisfaction. Price emerges as the primary dissatisfaction source. The study also found non-related customer experiences factors such as advocacy, brand reputation, and situational condition that impact the market share. The research recommends using scenario matrix 2x2, the network advantage and market position to create a strategy to regain market share. These strategies suggest the company conduct a pre-emptive defence strategy by increasing network quality and avoiding lowering the price. Future research opportunities include verifying the relationship model between customer experiences and non-related factors.

Keywords: Customer experiences, Customer Satisfaction, Market Share, Customer Lifetime Value

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