| dc.description.abstract | One of the greatest challenges in business is to create and keep customers
satisfied and loyal this can be realized by choosing a strategy and create policies
that can outperform competitors. Success in establishing and implementing
business policies starting from a good strategic management process. This study
aims to determine the role of business policy in increasing customer satisfaction at
Kongbox Cafe, Jl.SMTK no.8, Medan.
In this study, researchers selected marketing mix consisting of product,
price, place, promotion, people, process, and physical evidence. Tjiptono (2008:
95). as the variables for the service marketing mix elements of the company's
organization can be controlled by the company in their communication with
consumers and can be used to satisfy consumers.
The method used in this research is descriptive method with qualitative
approach. Research using sampling techniques as Non-Probability Sampling. Data
were obtained from interviews, observation, documentation studies, and literature
study. The informants were 12 people. That is one key informant, 8 key
informants and 3 additional informants. Data were analyzed using data reduction,
presentation and conclusion / verification data.
From the results of research show that customers who become informants
studies suggest that overall they were satisfied with the business policies applied
kongbox. Policies that give the highest satisfaction is the policy of the place /
location given Kongbox. | en_US |
