Marketing Strategy Planning Based on Customers Expected Services: Evidence from Sharia Cooperatives in Bandung

DOI

10.2991/assehr.k.200323.070How to use a DOI?

Keywords

strategy planning, sharia cooperatives, customer desires

Abstract

The principal of sharia cooperative is free riba. The reality is market share of sharia cooperative only 5%. The purpose of this research is to determine the factors that influence the service which is desired by customers, the service desired by the customers and formulate the strategy plan based on the service which is desired by the customers. The research methodology used is explanatory mixed method survey. Analytical methods used are descriptive, confirmatory factor, and SWOT analysis. The research analysis unit is Sharia cooperative in Bandung Indonesia and the respondent units are the members and mangement of the cooperatives. The technique of collecting data used are questionnaires, observations, and interviews. The results show that the factors influenced the service are personal necessary factors and customer philosophy the service. Service factors desired by the customers are assurance, responsiveness, realibility, empathy and tangible. Strategy factors include distribution, raising funds, advertisement, guarantees and service quality improvement. SO strategy: Increasing the funds from members, amount and service quality. WO strategy: Increasing the cooperation with other sharia financial institutions, suppliers. ST strategy: develop the cooperation with travel agents, agricultural institutions. WT Strategy: Maintaining services with available resources, fostering existing employees, organizing organizations, government policies. Conclusion: marketing strategy for sharia cooperatives includes variations in services, utilizing technology for promotion and socialization, improving service quality, increasing sources of funds from both members and cooperative business fostering the existing employees.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Koernia Purwihartuti
AU  - Hennidah Karnawati
AU  - Kristianingsih
AU  - Tiafahmi Angestiwi
PY  - 2020
DA  - 2020/03/25
TI  - Marketing Strategy Planning Based on Customers Expected Services: Evidence from Sharia Cooperatives in Bandung
BT  - Proceedings of the 4th International Conference on Arts Language and Culture (ICALC 2019)
PB  - Atlantis Press
SP  - 591
EP  - 602
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200323.070
DO  - 10.2991/assehr.k.200323.070
ID  - Purwihartuti2020
ER  -