Fauziah, Siska Arifah (2025) STRATEGI PEMASARAN LAYANAN POS MENGGUNAKAN METODE SERVQUAL DAN IMPORTANCE - PERFORMANCE ANALYSIS (IPA) UNTUK MENINGKATKAN DAYA SAING PASAR PADA PT. POS INDONESIA TULUNGAGUNG. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines marketing strategies for postal services at PT. Pos Indonesia Tulungagung amid increasing competition in the courier industry. The objective is to analyze service quality and identify priority improvements using the Service Quality (Servqual) method and Importance-Performance Analysis (IPA). A descriptive qualitative approach was employed, with data collected through interviews, observations, and documentation. Servqual was applied to evaluate the gap between customer expectations and perceptions, while IPA was used to determine service attributes requiring improvement. The findings reveal that reliability, responsiveness, and delivery speed remain less than optimal. IPA highlights delivery timeliness, service consistency, and responsiveness to complaints as top priorities for improvement. Addressing these aspects is expected to enhance customer satisfaction and loyalty, thereby strengthening the company’s competitiveness in the logistics service market.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Siska Arifah Fauziah | ||||||||
| Date Deposited: | 04 Dec 2025 05:08 | ||||||||
| Last Modified: | 04 Dec 2025 05:08 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47799 |
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