Definition of Customer Satisfaction

H. Definition of Customer Satisfaction

In reality customer satisfaction concept is still abstract, achieving of satisfaction can articulate a simple process or complicated, every people have a part in give services, it’s very important and influence in build satisfaction, but in this era customer have to facing variance of products, brand, price, and supplies. Kotler 1997 said “customer satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a product’s received performance or outcome in relations to the person’s expectation”. Means that satisfaction or dissatisfaction is comparing from expectation of consumer to real service encounter perception, from the opinion of expert on the above, so can construct conclusion in generally meaning of satisfied or dissatisfied of customer can see from suitable among expectation customer with perception. Meanwhile Tjiptono 2005 have statement that the satisfaction of customer is the transaction of selling and buying evaluation, where the alternative that could be choose at least give same result or pass from the customer expectation, while the unsatisfied it show up if there is no get the outcome at all. From that definition we can make the formula is: Customer satisfaction = f expectation, perceive performance From the formula on the above could explain that there is two main of variable that decide the customer satisfaction are expectation or wish and effort. The effort is far from the expectation, so the customer will be disappointed or unsatisfied. Basically, the customer satisfaction concept is including the differentiation between level of necessary and performance or the outcome that could be feeling by customer. That concept could be apply in satisfaction measurement or unsatisfied to current company quality, because both of the concept is has relation. The Concept of Customer Satisfaction Picture 2.1 Source: Rangkuti 2003, Measuring Customer Satisfaction, PT. Gramedia Pustaka Utama. The customer that feel satisfied of the company will attract to buy products of this company all over again, it’s happen because customer felt their willingness already fill, commonly, expected of customer is estimation or conviction customer about what customer will get if they buy or consume a products or services. The Objective of Company Customer Expectation of the Product PRODUCT Customer Needs and Willingness The Product Value for Customer Customer Satisfaction Level One factor that identify customer satisfaction is customer perception about service quality that have focus in five service dimensions, customer satisfaction , besides influenced by services perception also by quality products, price, and other private factors also situation at that time, customer perception about quality services should not makes customer use services to give value. Definition customer satisfaction by Mowen 1990:511 is “customer satisfaction is defined as overall attitude regarding a good or service after its acquisition and use it is a post choice evaluative judgment resulting from a specific purchase selection”. Means that customer satisfaction is all of attitude to products or service after acquisition and use it. Interestingly, satisfaction is used as a common marketing benchmark of an organization’s performance, almost to the exclusion of other issues. The banking sector is a classic example of an industry where customer satisfaction and repeat purchase are not positively related, although the PR hype from the banks would have you believe otherwise. Definition acquisition in here by Mowen 1990:504 is “the consumption, disposition, and post choice evaluation of goods, services, and idea. Means that acquisition are consumption, using, and evaluation from products, services and idea that choused”. That’s statement supported by Mowen 1990:622 is “satisfaction refers to an emotional response to evaluation of product or service consumption”. Important factor that influence to customer satisfaction is performance level that given by the bank or service company to customer about the services, these thing suitable with statement by Mowen 1990:523 “the factor most important to satisfaction is the level of performance of the product or service. If the level of product or service quality is high, customer tends to satisfied, even if they expected such levels of performance”.

I. Definition of Customer Loyalty

Service capability that have by company in giving excellent services to customer, it is will be effect satisfaction of customer. With satisfaction that felt by customer it will be achieve loyalty to company. Customer loyalty is affect of the satisfaction of customer, when customer felt that the expected and willingness of customer fill up, more customer feel satisfied more increase the loyal of customer to the company it self, behavioral loyalty is the purchase behavior actually displayed by customer, cognitive loyalty relates to the intentions of future behavior expressed by the customer. Finally, affective loyalty defines the attitude of the customer to the company. Attitudinal loyalty represents the individual’s feeling towards the company, which may or may not be translated into purchase behavior, depending on factors such as cost, alternatives, and convenience. However, attitudinal loyalty is an important construct as customer with more favorable attitudes are more likely to stay loyal in the long term. The increased profit from loyalty comes from reduces marketing costs, increased sales and reduces operational costs. “Loyal customers are less likely to switch because of price and they make more purchases than similar non loyal customer” Reichheld and Sasser 1990. Loyal customer will also help promote the Service Company or bank. The customer will provide strong word-of-mouth. Rambat 2001 states, “loyal customers serve as a ‘fantastic marketing force’ by providing recommendations and spreading positive word-of-mouth”. Loyal customers are customers who hold favorable attitudes toward the Service Company or bank, commit to repurchase the services, and recommend to others. The customer loyalty, in general, there are three distinctive approaches to measure loyalty: 1. The behavioral measurement 2. Attitudinal measurement 3. composite measurement The behavioral measure considers consistent, repetitious purchase behavior as an indicator of loyalty. Thus, repeat purchase does not always mean commitment. Attitudinal measurements use attitudinal data to reflect the emotional and psychological attachment inherent in loyalty. The third approach, composite measurements of loyalty, combines the first two dimensions and measurement of loyalty. According Tjiptono 2000 customer loyalty is commitment created by customer to brand, shop, or distributor based on positive attitude that representative in consistent transaction or buying by customer. Customer loyalty is loyal attitude of customer to company that provide goods and services, customer satisfaction is factor that also decide customer loyalty level, another factor such as customer value, customer satisfaction, and switching barrier SWA sembada “saatnya mencermati loyalitas pelanggan”, 2005: 27. Thus method could be concluding is condition of customer will evaluate services attribute that could buy and customer will be satisfied. Next satisfaction could decide loyalty or customer desire to do transaction continually, www.Suaramerdeka.com. The loyal customer don’t need to think more in save money in BNI, because by learning process and experience, the customer found that fulfill customer willingness. And loyalty is commitment of customer for the BNI, and the customer will consistent with these commitments.

J. Relationship between Customer Satisfaction and Customer Loyalty