| dc.description.abstract | Success in implementing and conducting business policy derives from a
good strategic management. Perceived saticfaction of customers is an end result
expected by every business and also a way to decide if a customer will return or
not. The aim of this research is to find business policy and its role in increasing
customer’s satisfaction at Kopi Baba Coffee Shop Dr. Mansyur Street Number 47,
Medan.
Service Marketing Mix is a substantial aspect which generates a proper
business policy for a company. Tiptono (2008:95) stated that service marketing
mix consists of the whole elements in business activity. It has 7 aspects : product,
proce, place, promotion, people, process and physical evidence. Kotler dan Keller
(2009:138) also defined satisfaction is a glad or dissapoint feeling as a result of
perceived product perfomance compared with their expectation towards the
product.
This research was conducted by using descriptive and qualitative
approachment. It applied Purposive Sampling as a part of Non Probability
Sampling technique. There were 15 informants for this research who were divided
into key informant, main informant and additional informant. In order to analyze
the data, this research also used reduction, display and verification data technique.
In general, Kopi Baba applied business policy which derives from 7
aspects of service marketing mix. Applied business policy is not officially written,
nevertheless orally notified by the owner to all employees. Informants also
asserted their whole satisfaction towards Kopi Baba. The highest satisfaction was
due to physical evidence which consists of some facilities such as internet access,
decoration, air circulation and created environtment in Kopi Baba. | en_US |
