Analisis Penerapan Booking service dalam Meningkatkan Kepuasan Pelanggan pada CV. Kombos Tendean Manado

Abstract

This study examines how the booking service system is carried out and what shapes its contribution to customer satisfaction at CV. Kombos Tendean Manado, an authorised automotive workshop in Manado, North Sulawesi. A descriptive qualitative design was applied, involving five purposively selected informants: two Maintenance Reminder Appointment officers and three Service Advisors. Data were gathered through field observation, in-depth interviews built around ten guiding questions, and documentation of company records and standard operating procedures. Analysis followed the interactive model of Miles, Huberman and Saldana, while credibility was tested through source and technique triangulation, prolonged observation and member checking. The findings show that the booking flow already runs in an orderly manner, beginning with schedule offers by telephone and WhatsApp, recording in the Dealer Management System, reconfirmation one day before arrival, vehicle reception and initial inspection, and ending with a follow-up call three days after delivery. Cross-functional coordination and transparent communication with customers emerged as the strongest supporting factors. The obstacles, by contrast, are largely structural: demand surges in the morning and towards weekends, limited stalls and technicians, late arrivals or sudden cancellations, and additional work discovered only during inspection. Implementation broadly conforms to the standard operating procedure, although follow-up on cancelled bookings remains inconsistent. The study recommends an automated reminder feature, an online booking channel, added technician capacity during peak hours, and a more structured measurement of customer satisfaction.