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2. Factors that Formed Customer Satisfaction
According to Parasuraman and Grewal, 2000:169 customer satisfaction is one measure to see the competitiveness of an enterprise.
Based on some scientific research about the customer satisfaction, there are five primary factor determining the level customer satisfaction which
consists of: a. Product Quality
If a product fulfills the customer‘s expectations, the customer will be
pleased and consider that the product is of acceptable or even high quality. If his or her expectations are not fulfilled, the customer will
consider that the product is of low quality. This means that the quality of a product ma
y be defined as ―its ability to fulfill the customer‘s needs and expectations‖ Unido, 2006. The main parts of overall
quality are safety, durability and freshness. A safe food should cause no unwanted physical side effects. Freshness is an individual opinion;
it is how the consumer feels about the product based upon their senses. Freshness is more of a nebulous concept. Ultimately the quality of a
product is going to be determined by the consumer buying it. Therefore any quality measurement should correlate to sensory
changes in the product. Two of the main senses that customers use are sight and smell, it usually comes down to how the consumer feels
about the product‘s general appearance andor odor. And durability
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related to the measure of the product‘s expected operating life Dodd, 2006:5.
b. Emotional factor Emotional factor related to the product or services arouse feelings or
affect. c. Price
The price of a productservice can be analyzed associated with customers‘ quality expectations andor their past experiences. If the
price is judged too expensive, consumers might not purchase. A low price policy causes poor positioning and neglected opportunities.
However, price appears to be a standard for quality in some circumstance. ‖a higher price level equals a better quality in the minds
of customers, especially when the service is highly inta ngible‖
Gonroos, 2000:80. d. Cost and ease of to gain the product or service
Customers can find products or services easily with cheap cost that can fulfill their needs and wants.
Thomas Foster 2010 explained that there are some factors which are often used in evaluating satisfaction to product manufacturing, consist of:
a. Performance refers to the efficiency with which a product achieves its intended purpose.
b. Features, refers to attributes that supplement the product‘s basic
performance
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c. Reliability, which is the reliability and consistency of performance of service facilities, goods and staff. This includes punctual service
delivery and an ability to keep to agreements made with the customer. d. Conformance to specifications refers to the degree to which a
product‘s design operating characteristics meet prior established standards. Conformance to specifications focuses attention on the
internal operating view of quality. e. Durability,
related to the measure of the product‘s expected operating life.
f. Serviceability refers to speed, courtesy competence of repair. Consumers are concerned, not only about a product‘s break-down, but
also about the elapsed time before service is restored, the timelines with which service appointments are kept, the nature of their dealings
with service personnel with the frequency with which service calls or repairs fail to correct outstanding problems specific customer
issues. g. Esthetics, extent to which the components of the service package are
agreeable or pleasing to the customer, including both the appearance and the ambience of the service environment, the appearance and
presentation of service facilities, goods and staff. h. Perceived quality refers to what customers think they are buying,
rather than what they are actually buying. Perceived quality extends beyond what is put into the package.
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3. Customer Satisfaction Measurement
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