cited by Kriyantono, 2007 : 10. However, previously the image begins at corporate identity, such as the company profile, logogram, officers’ uniforms, etc.
Richard Varey stated that corporate identity is the strategically planned and operationally applied self presentation of the organization the corporate self on
the basis of a desired image Kitchen, 1997 : 113. When the image does not equal reality, people will suspect contrivance. So, a public relations practitioner must
seek the problems in order to reflect reality in organization corporate image. Corporate identity shows image to public, among others like image in
consumers’ point of views, community, media, investors, and employees until the image increases the corporate image Kriyantono, 2007 : 11. The meaning is that
corporate image is built from four areas, those are: 1.
Products and services including quality of products, and customer cares. 2.
Social responsibility, corporate citizenship, ethical behavior, and community affairs.
3. Environments offices, showrooms, factories.
4. Communications
advertisements, public
relations, personal
communications, brochures, and programs of corporate identities. Kriyantono, 2007 : 12
In conclusion, a corporation can make up its good image by giving attention to the corporate identities first, and then reflecting on the identities well until the
public can see that the corporation has the positive reputation.
D. Customers and Services
1. Customers External publics are people who have interest to an organization and they are
outside the organization, such as distributor, supplier, bank, government, community, and the press Kasaly, 1994 : 11. They are not part of the
organization, but have a relationship with it, and in certain circumstances, a substantial impact on the organization.
In an organization the external publics can be its customers. It depends on how the organization does its efforts to gain their loyalty. Based on the premise,
the organization should increase its quality of products and services. Furthermore, the organization or company must be able to take care of them. It can make the
publics come frequently, and always use the products. According to Rodney Overton 2002 : 118, customers do not buy things,
they buy needs satisfaction. They do not care with features, but benefits. So, it is reasonable if they do not consider price, but value. When a company can gain
their satisfactions, the company will be able to continue its existence because it is already winning the public loyalty.
Indonesia has the law regulating about customers’ rights. It is stated in the law number eight in 1999 paragraph four about consumers’ protection. The
following is the quotation cited by Pos Indonesia guide book; customers have rights to:
1. Get the products which the authenticity and quality are guaranteed
with the definite price, 2.
Get the first-rate servicing from the employees,
3. Get the nice and professional after sales servicing,
4. Get the right and clear information from the hospitality employees,
5. Get the easy access, and the atmospheres are peaceful, comfortable,
clean, and neat. 2. Services
In order to get customers’ satisfactions, a company should have officers having skills in servicing customers well. By taking care of customers’ desires,
the company is already paying attention to the progress itself. It is having connection with the way of customers’ opinions making.
Satisfied customers will think positively about a company that has satisfied them. The positive opinions from customers give impact to the image of
the company. Furthermore, the corporate image can be maintained. For the future, the company is able to exist and develop.
Hermawan K. Yuswohadi 2005 : 191 gave a term that all of efforts to fulfill customers’ needs, wants, and expectations are called customer service.
Moreover, the ability to fulfill consistently customers’ needs, wants, and expectations is called service quality. Usually, good customer service will raise
customer satisfaction. The satisfaction can be achieved if the expected service is same as customer perception to the perceived service.
Concerning service quality, there are five dimensions of it, they are: 1.
Reliability: ability to fulfill quality of promised service accurately.
2. Tangibles: appearances of physical facilities, equipments,
communication media, and personnel who are innocent, attractive, and professional.
3. Assurance: knowledge and courtesy of employees, and the abilities
to give confidence and trust feelings to customers. 4.
Empathy: caring, and giving attention individually to customers. 5.
Responsiveness: desiring to help customers and prepare punctuality services by considering that customers is number one.
Yuswohadi, 2005 : 192 By managing services well in an organization or a company, customers’
satisfactions can be created. It is surely able to maintain the good corporate image, and the existence of the organization or company. Furthermore, it can raise the
number of customers. Finally, the great number of customers will raise the income of the organization or company.
14
CHAPTER III DISCUSSION
