Customer Satisfaction Analysis for HydroVac Vaccine (Case Study on Catfish Farmers in Kabupaten Bogor)

Abstract

The purpose of this study was to analyze factors influencing customer satisfaction, to analyze the level of customer satisfaction, and to formulate the strategies to improve customer satisfaction HydroVac Vaccine products in BRPBAT.  The data were collected from 165 respondents who were customers of HydroVac Vaccine product who used the product at least three times and living in Kabupaten Bogor.  Structural Equation Modelling (SEM) and Customer Satisfaction Index (CSI) were used to analyze the data.  The results of the study showed that only the product dimension that can influence customer satisfaction. From the estimates of SEM output, the result of CSI for HydroVac Vaccine is 67,85%.  The results of the study suggested for managerial implications to increasing the level of customer satisfaction by implementing a marketing mix strategy in product, price, place, and promotion.