Measurement and proposal of improving Marketing Process to improve the Quality of Aftersales Services with Fuzzy Quality Function Deployment and Data Mining Methods in OV Agency

Abstract

OV Agency is a marketing, sales and service office under PL Assurance. The issues contained in the OV Agency include a lack of understanding of the client against the types and benefits of unit-linked insurance products taken, causing the client to stop paying the premium (expired) or closing policy (surrender), the problems caused by the agency lacking a detailed explanation lead to misunderstanding by the customer. The purpose of this study is to analyze customer satisfaction and service quality conditions, using Fuzzy-Quality Function Deployment to improve service quality, and use data mining to obtain useful indications based on data obtained from questionnaires and interviews. Questionnaires were made with the results of discussions with OV Agency which were then distributed to 100 customer samples. The results of the questionnaire answers are converted into fuzzy numbers which are then processed by the QFD method to determine the technical response to be performed first. The company uses an optimistic index with a value of 0.5 in carrying out technical responses. The three main priorities of technical responses to be undertaken under the prescribed Fuzzy QFD method are to increase the frequency and quality of training for agents, improve quality standards within the company, and update the methods and techniques used in the training. Data mining is calculating to determine the overall level of customer satisfaction. The satisfactory results of OV Agency customer satisfaction rate, it can be seen from satisfactory posterior probability has the greatest value of 0.0017.