Abstract
This study investigates the crucial role of customer satisfaction in business success, emphasizing the need for enterprises to prioritize customer needs and desires to achieve long-term growth and repeat business. Utilizing a descriptive-survey research method, the study focuses on understanding the current satisfaction levels of customers with a company's service quality. The research sampled 100 customers from a population of 150 using Slovin’s formula, ultimately analyzing 79 responses from those who had been customers for at least three years. The findings reveal that most respondents rated the company’s service quality highly in areas such as reliability, assurance, tangibles, empathy, and responsiveness. However, there was notable dissatisfaction with the speed of service, product pricing, customer loyalty, and complaint resolution. A significant relationship between service quality and customer satisfaction was identified, with long payment processing times highlighted as a major issue. In response to these findings, the study recommends several strategies to enhance customer satisfaction: conducting training and workshops for employees to reinforce standard operating procedures, implementing an improved feedback management system, and introducing loyalty programs to boost repeat business. Additional recommendations include establishing a centralized customer service hotline, conducting regular evaluations of service speed, providing waiting areas for customers, offering monthly discount allowances, and increasing staff during peak and lean seasons. These measures aim to address the identified challenges and enhance the overall customer experience, ultimately contributing to the company’s sustained success.
