Efforts to Improve Customer Satisfaction with Wood Pellets Using the CARTER Method

Marnoto Marnoto, Sopi Sopi, Arini Novandalina

Abstract

This study aims to evaluate and improve customer satisfaction with wood pellets in Semarang by applying the CARTER method (Compliance, Assurance, Reliability, Tangibles, Empathy, and Responsiveness). A quantitative approach with an explanatory design was chosen to measure the impact of the CARTER intervention on customer perceptions. The sample consisted of 100 active wood pellet customers who were purposively selected (customers with ≥ 1 year of experience, had submitted complaints, and were willing to participate). Primary data was collected through a validated Likert scale 1–5 questionnaire (Cronbach's α > 0.6). The analysis included descriptive statistics, validity and reliability tests (SPSS 25). The results show that all CARTER dimensions scored an average of ≥ 4.0 on a 1–5 scale, indicating generally positive perceptions. Regression analysis revealed that Empathy and Responsiveness had the most significant impact on overall satisfaction. Based on the findings, the researcher recommends optimizing the logistics system through the use of digital platforms to improve delivery timeliness, enhancing service training focused on product expertise and quick solution capabilities, and strengthening transparency in communication regarding technical standards and environmental regulations to maintain customer trust. This study contributes theoretically by filling a research gap in the literature on customer satisfaction with wood pellets, which has primarily focused on technical production aspects. Practically, the findings offer a CARTER framework that can be adopted by wood pellet producers and distributors in Indonesia to enhance regional competitiveness and support the achievement of national renewable energy mix targets.

Keywords

CARTER method,customer satisfaction, renewable energy, wood pellet

Full Text:

PDF

References

M. A. Hakim, M. T. S. Utomo, and Muchammad, “Pengaruh Penggunaan Biomasa Wood Pellet Pada Proses Co-Firing Terhadap Suhu Pembakaran,” J. Tek. Mesin, vol. 11, no. 3, pp. 121–126, 2023.

I. Aji and Lukmandono, “Integrasi Metode Servqual, KANO, dan QFD untuk Meningkatkan Kualitas Layanan (Studi Kasus : Fakultas Teknik UG),” Pros. SENASTITAN Semin. Nas. Sains dan Teknol., vol. 1, no. 1, pp. 8–16, 2021.

A. C. Barus and L. -, “Analisis Faktor-Faktor yang Mempengaruhi Profitabilitas pada Perusahaan Manufaktur yang Terdaftar di Bursa Efek Indonesia,” J. Wira Ekon. Mikroskil, vol. 3, no. 2, pp. 111–121, 2013, doi: 10.55601/jwem.v3i2.207.

R. S. Fleming, “SMALL BUSINESS RESILIENCE AND CUSTOMER RETENTION IN TIMES OF CRISIS: LESSONS FROM THE COVID-19 PANDEMIC,” Glob. J. Entrep., vol. 5, p. 30+, Sep. 2021, [Online]. Available: https://link.gale.com/apps/doc/A668712691/AONE?u=anon~9f12d568&amp

O. J. Oteri, E. C. Onukwulu, A. N. Igwe, C. P.-M. Ewim, A. I. Ibeh, and A. Sobowale, “Artificial Intelligence in Product Pricing and Revenue Optimization: Leveraging Data-Driven Decision-Making,” Int. J. Multidiscip. Res. Growth Eval., vol. 4, no. 1, pp. 842–851, 2023, doi: 10.54660/.ijmrge.2023.4.1-842-851.

S. Zhang, X. Wu, Y. Wang, and P. Jiang, “Does time of day affect consumers’ price sensitivity?,” Humanit. Soc. Sci. Commun., vol. 11, no. 1, 2024, doi: 10.1057/s41599-024-03647-5.

T. A. Butcher and R. Trojanowski, “Effect of Thermal Storage on the Emissions and Efficiency Performance of a Wood-Pellet-Fired Residential Boiler,” ACS Omega, vol. 5, no. 44, pp. 28517–28528, 2020, doi: 10.1021/acsomega.0c03080.

R. Mack et al., “Quality range of ENplus A1 certified wood pellets and their combustion behavior in residential pellet stoves and pellet boilers,” Biomass Convers. Biorefinery, 2024, doi: 10.1007/s13399-024-06346-y.

M. I. D. W. Putri et al., “Hybrid Biopellets Characterization of Gamal Wood (Gliricidia sepium) and Robusta Coffee Husk at Various Compositions,” J. Sylva Lestari, vol. 12, no. 3, pp. 595–609, 2024, doi: 10.23960/jsl.v12i3.913.

Manoto and S. Yusuf, “Studi Keunggulan Bersaing UMKM Mebel,” vol. 2, pp. 227–235, 2022.

K. Kotler, “Manajemen Pemasaran.” Indeks, Jakarta, 2007.

Z. Azmi, A. S. Pasma, R. R. Wahyudi, and M. A. Alfarisi, “Sistem Pembangkit Listrik Biomassa Energi Terbarukan di Swedia,” J. Energi Baru dan Terbarukan, vol. 4, no. 3, pp. 257–273, 2023, doi: 10.14710/jebt.2023.21060.

P. Kumar, J. N. Malik, V. K. Gahalaut, R. K. Yadav, and G. Singh, “Evidence of Strain Accumulation and Coupling Variation in the Himachal Region of NW Himalaya From Short Term Geodetic Measurements,” Tectonics, vol. 42, no. 8, 2023, doi: 10.1029/2022TC007690.

Sugiyono, Metode Penelitian Manajemen. Bandung: Alfabeta, 2022.

T. Williams, E. Kallas, E. Garcia, A. Fitzroy, and P. Sithole, “International Business Expansion Strategies: A Data-Driven Approach with IBM SPSS,” APTISI Trans. Manag., vol. 8, no. 2, pp. 131–138, 2024, doi: 10.33050/atm.v8i2.2275.

J. F. Hair, G. T. M. Hult, C. M. Ringle, M. Sarstedt, N. P. Danks, and S. Ray, “An Introduction to Structural Equation Modeling,” pp. 1–29, 2021, doi: 10.1007/978-3-030-80519-7_1.

DOI: https://doi.org/10.31284/j.jtm.2026.v7i1.8246

Refbacks

  • There are currently no refbacks.