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3. Customer Satisfaction Measurement
Kotler and Armstrong 2003:148 discuss several methods to measure customers‘ satisfaction, which are:
a. Complaint and Suggestion system Each customer-oriented service organization should provide the
widest opportunity to its customers to submit suggestions, criticisms, opinions, and their complaints. Information obtained through this
method can provide new ideas and input are valuable to the company making it possible to react quickly and respond in overcome the
problems that arise. b. Customer Satisfaction Survey
Like in this research, company does a survey to measure customer satisfaction using such as questionnaire or by phone calls to a random
sample of their customers. Through the survey, companies will get responses and feedback directly from customers and give a positive
sign that companies pay attention to them. Customer satisfaction survey is divided into four categories, which are:
1 Directly reported satisfaction The respondent are being asked directly with question in order
to know if they are very satisfied, satisfied, enough, dissatisfied, or very dissatisfied. This survey is used to collect the customer
opinion and needs which can give the result called the customer
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satisfaction index. T his customer satisfaction index‘s the standard
the company needs to maintain. 2 Derived dissatisfaction
The question that being asked included two aspects, how high is the customer expactation in the certain attribute, and how high is
the performance that customer‘s feel of this attribute.
3 Problem analysis Respondent are being asked to describe two things; the
problem which related with the company offer and suggestion for improvement.
4 Importance performance analysis The respondents are asked to rate the services according to the
customer importance and company performance in each attributes. c. Ghost Shopping
This method use a person to pose as potential buyer to report their findings on strong and weakness points when experiencing buying the
company‘s and competitor‘s products. The Ghost Shoppers can also observe how the company and its competitors in serving customer
demands, answering customer questions, and solve any problems or customer complaints.
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d. Lost customer analysis The company contact customers who have stopped buying or
switched to another supplier tolearn why this condition happened and in order to understand and take policies to further improve or refine.
e. Some caution in measuring customer satisfaction The company must make a well-structured questionnaire;
otherwise the customer would face a huge questionnaire. The company must also be able to recognize that two customers can report being
highly satisfied for two reasons. One person maybe easily satisfied most of the time, and the other one might be hard to please but was
pleased on this occasion.
C. TRUST IN BRAND 1.
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