Integrating SEM, Markov Chain, and TRIZ in Customer Loyalty Management and Enhancement (A Case Study in the Bina Mitra Sejahtera Cooperative Probolinggo, East Java)

Abstract

Cooperatives are public service institutions that build and increase the economic potential of their members. Customers will get financial services that can be used to improve social welfare. However, in practice, not all customers are loyal to the cooperative. This could be because the quality of the services provided was not following customer perceptions. In addition, the market share of cooperatives can change from time to time. This study aims to analyze the causal relationship between service quality, customer satisfaction, and customer loyalty and provide suggestions for improvement to increase customer loyalty. In the Structural Equation Modeling (SEM) method, an analysis of the outer model and inner model will be carried out to determine the indicators that are the focus of improvement. Furthermore, the prediction of changes in market share will be carried out using the Markov chain method. After obtaining the outer loading weights from Structural Equation Modeling (SEM) and the results of the market share prediction analysis from the Markov chain, the proposed improvement concept ideas will be designed using the Theory for Inventive Problem Solving (TRIZ) by considering the limitations and objectives of the improvement idea.