ANALISIS KEPUASAN NASABAH PRIORITAS BERDASARKAN BAURAN PEMASARAN (Kasus Pada PT. Bank Central Asia, Tbk Kantor Cabang Utama Jambi)

The research purpose is to explain the BCA’s Priority Customer Satisfaction based on the marketing mix instruments. For that purpose, survey is conducted by choosing 78 unit samples. The result shows that the customer had been satisfied on the marketing mix attribute: Product, Place, Promotion, People, Process and Physical Evidence. However the customers are not satisfied on the price attribute. The result also shows that there is no satisfaction differences among the priority customer satisfaction category. According to Cartesians diagram, the marketing mix attribute, process is identified as attribute where policy should be concentrated, it’s belong to quadrant A. Meanwhile the attribute people, physical evidence, place belong to quadrant B, and promotion and product are belong to quadrant C that do not need attention more. What BCA should focus on serving the Priority Customer on the future is enriching the benefit by diversified service to cover the unsatisfied condition on price, charging the penalty