Strategy for enhancing KAI Argo Pahrayangan customers’ loyalty

Abstract

This study aims to know about things that needed to be done to build customer loyalty. Customer loyalty is believed could give a view on the decision to enhance satisfaction and loyalty thus it can be used to make a business strategy. The focus of the study is on the customers of PT. Kereta Api Indonesia (Indonesia Train Company) especially the passenger of Argo Pahrayangan with Jakarta – Bandung route through Gambir Station. Price fairness and service quality become the variable of the study. The methodology used is descriptive qualitative with a library-based approach to analyze customer’s loyalty. The result showed that the higher the level of price fairness, the higher the customer’s satisfaction. It’s possíble to observe that service quality can also affect the customer’s satisfaction. Therefore, in conclusion, both price fairness and service quality are having a significant relationship with customer satisfaction.