Innovation in services business through diversification of service types to increase customer satisfaction at markas grafis business

This research aims to develop service innovation in the Markas Grafis business. through diversification of service types to improve customer satisfaction. The subjects of the study consisted of 23 people, namely 20 customers and 3 internal parties of Markas Grafis (Owner, Designer, and Visual Content Manager). This study uses the Substitute, Combine, Adapt, Modify, Put to Another Use, Eliminate, Reverse (SCAMPER) method as the main approach in service development. The research procedure includes customer needs analysis, new service design, diversification implementation, and evaluation of its impact on customer satisfaction. Data were collected through interviews, Voice of Costumer (VOC), and observation, which were analyzed thematically to identify changes before and after service development. The results of the study showed that service diversification, such as social media management, vector design, and direct content capture in the field, succeeded in improving service quality and customer satisfaction. This new service is able to meet previously unmet customer needs, provide innovative solutions that are relevant to the demands of the digital era, and open up opportunities to expand market coverage. This study emphasizes the importance of service diversification as a strategic step in responding to the dynamics of customer needs. With continuous innovation, Markas Grafis can continue to compete in the dynamic and competitive graphic design industry.