Developing Customer-Centric Marketing Strategies for Maritime Logistics

¹ Lecturers, 14150 Maritime Institute (Sekolah Tinggi Ilmu Pelayaran), North Jakarta, Indonesia
² Lecturers, Universitas Negeri Jakarta, Indonesia

^* Corresponding author: bernadmarudut@gmail.com

Abstract

This research investigates the development of customer-centric marketing strategies for promoting tailored maritime logistics solutions in Indonesia. Through qualitative analysis of interviews and document analysis, key indicators such as customer understanding, tailored marketing messages, and customised service packages are examined. The findings reveal a mixed level of customer understanding among logistics providers, highlighting the need for improved segmentation and targeting strategies. While some providers excel in developing tailored marketing messages, others rely on generic approaches. Compliance with international standards and regulations emerges as a challenge, necessitating greater support and guidance from industry stakeholders. Professionalism and industry expertise are identified as critical factors in gaining the trust of customers, particularly in a competitive market like Indonesia. Aligning marketing strategies and service offerings with the needs of international customers is crucial for success in the global market. Overall, the research underscores the importance of adopting a customer-centric approach to marketing, compliance with international standards, and fostering professionalism within the maritime logistics industry.