Dr. Tanti Handriana, SE., M.Si.
B2B market is a target customer for freight forwarding. To become a market leader, marketers do not only focus on potential customers or those that already exist. It’s important to target customers who are lost to be recovered. This study aims to evaluate several factors why customer finally decided to leave the freight forwarding company as the logistic service partner. The sample of this study were 10 informants from lost customers and its sales representatives at freight forwarding company. The data in this study were obtained through in-depth interviews and will be analyzed using triangulation technique.
The results showed that there were several factors for customers to leave the company such as price and service quality that did not meet expectations. Customers who left because of the price, they might be attracted with bundled promotion. But those who left because of service quality will require internal improvements and personal approaches. This research has implications that customers will have the desire to return and give trial shipments when the company shows the improvement for each reason.
Keywords : B2B market, freight forwarding, lost customer.