Strategies For Increasing Customer Loyalty PT. BRI Multifinance Banyuwangi

PT.Banyuwangi Indonesia Multifinance BRI is an institution that distributes financing for motorized vehicles and heavy equipment, and machinery. Along with the development of the City of Banyuwangi, many similar institutions operating in this city include PT. Mandiri Tunas Finance, PT. BFI Multifinance and others. Each institution certainly wants to serve its customers as well as possible so that in the long run it remains its customer. Customers like this are called loyal customers. To get loyal customers, of course it must be followed by fulfilling the basic needs for service to these customers. In order to further increase customer loyalty, PT. BRI Multifinance Banyuwangi seeks to research, discover and implement Customer Loyalty Enhancement Strategies using SWOT analysis. SWOT analysis is an effort to identify the scope of strengths, weaknesses, opportunities, and threats that determine the company's performance. The results of the analysis show that the problems faced by PT. Banyuwangi BRI Multifinance is a relatively long process / stage of financing because it is associated with a processing system that is centralized at the Jakarta Multifinance BRI Head Office. In addition, workers / employees who are relatively new, have not been educated properly, so that product knowledge and mastery of the work field are not optimal.

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