Below the line Promotion mix
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experience, or some part of it. Customer satisfaction is a pleasurable fulfillment response while dissatisfaction is an un pleasurable one Buttle,
2004. When the service quality exceeds the expectations, the service
provider has won a delighted customer. Dissatisfaction will occur when the perceived overall service quality does not meet expectations Looy,
Gemmel Dierdonck, 2003. Sometimes customer’s expectations are met, yet the customer is not satisfied. This occurs when the expectations are
low Buttle, 2005. For example, the customer expects the flight to be late and it gets late.
While the literature contains significant differences in the definition of satisfaction, all the definitions share some common elements Giese and
Cote, 2002. When examined as a whole, three general components can be identified:
a. Consumer satisfaction is a response emotional or cognitive.
b. The response pertains to a particular focus expectations, product,
consumption experience c.
The response occurs at a particular time after consumption, after choice, based on accumulated experience, etc.
2. Customer satisfaction Driven
In the two decades, discussion on drivers from customer satisfaction is the never ended. Many various articles and literatures
theoretically or pratically talking about customer satisfaction. According
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to the exprience of Handi irawan D, MBA in Fitri Amri 2009:24, Marketing and Research consultant from frontier says there are five
primary driver of customer satisfaction’’ a.
Product quality Consumer satisfied after buying and using the product, where actually
the product is fine. This product quality is globally dimensions at least elements from product quality: performance, durability, feature,
reliability, consistency, and design. b.
Price For sensitive consumer usually low price is an important source of
satisfaction because they will get satisfaction of high value of money. This price component is not important for those who are not sensitive
toward price. c.
Service quality Service quality is always depends on three things: system, technology,
and people. This factor of human being is giving into contributions is about 70 . it does not caused amazement, satisfaction toward service
quality usually hard to imitate. The concept of service quality is believed that have five dimensions
that is reliability, responsiveness, assurance, empathy, and tangible. d.
Emotion The feeling of product, confident, symbol of successes, is example of
emotion value that serve as a basic for customer satisfaction.
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e. Easy way to get product and service
Consumers get the products available in places easily accessible by consumers when needed, and when consumers have complaints or
assistance to users of the product, consumers get good service and quick response.
Customer satisfact ion is defined as a customer’s overall
evaluation of the performance of an offering to data. This overall satisfaction has strong positive effect on customer loyalty intentions across
a wide range of product and service catagories Gustafsson , 2005. From these five different drivers, could be concluded that it is not
enough for the company to make only the strategy of the company and program of increasing the level of customers. Next step will making long
term plan and do make research to many companies. To ask obstacles that faced by company in order to increase the customer satisfaction and look
into the drivers of each different companies. In the survey, the company will get all information that can
conclude whether getting research to high level of customer satisfaction is enough or not only by satisfied by using product or service only Recce, j
and inbakaran 1999: 189. According to peter 2007: 181 service quality and customer
satisfaction are growing concern to business organizations through out the world, and research on these topic generally focuses on two key issues,
Understanding the expectations and requirements of the customer and
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Determining how well a company and its major competitors are succeeding in satisfying these xpectation and requirements.