Manajemen Strategi Pelayanan Servis PT Prisma Cemerlang Motors
DOI:
https://doi.org/10.30640/abdimas45.v4i2.5275Keywords:
service management, customer satisfaction, automotive industry, service strategy, ObservationAbstract
This article aims to analyze service management strategies implemented by PT Prisma Cemerlang Motors as an official Honda dealer in Surabaya. Data were obtained through direct observation, informal interviews, and documentation during the fieldwork program. The findings indicate that the company has implemented integrated service strategies such as digital reservation (e-Care), standardized operational procedures (SOP) from Honda, and customer-oriented programs like home service and weekend service. These efforts are designed to attract new customers and maintain long-term trust. However, several challenges remain, including long waiting times, uneven workload distribution among technicians, and limited follow-up on customer complaints. The SWOT analysis shows that PT Prisma Cemerlang Motors has strong opportunities in market expansion and digital innovation, but also faces threats from high competition and shifting customer expectations. This study concludes that continuous improvement in service efficiency, human resources, and digital systems is needed to enhance customer satisfaction and loyalty.
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