Page 41 - E-Mag _ Catatan Mag v2

hand

servi ce
I n

other
customer

refers
the
,

and

i t

make
to

processes
the

acti ons
that

a

busi ness
to

for
easi er
do
wi th

customers
,

company
customer
2000
( Kotl er
).
Excel l ent

marketi ng
vi tal
part

for

i s
a

of

servi ce
organi zati on

an

of

.
i s
I t
abi l i ty
the

the
to
exceed
organi zati on
consi stentl y

to
of
expectati ons

i ts

customers
order
.

. I n
trust
we
to
thei r

bui l d

take
acti on
shoul d
an

i n
best
the
provi di ng
.

customer
by

servi ce

"Factors to improve
customer service in 2.CUSTOMER
SATISFACTION
Business"

sati sfacti ons

emoti onal
i s

1.SERVICE QUALITY Customer to wi th ) experi ence an products or , ( or

the
provi ded
response
by

parti cul ar
associ ated

purchased
retai l

,
Servi ce qual i ty and customer sati sfacti on servi ces patterns of behavi or outl ets , or as even

wel l

as
the

,
mol ar
are i narguabl y the two core concepts that overal l market pl ace ( Beard , 2014 ). I n other
are the crux of marketi ng theory and
hand , compani es who offer amazi ng
practi ce ( Spreng and Mackoy , 1996 ). I n today
customer experi ences create envi ronments
worl d of i ntense competi ti on the key to
where sati sfacti on i s hi gh and customer
sustai nabl e competi ti ve advantage l i es i n
advocates are pl enty .
del i veri ng hi gh qual i ty servi ce that wi l l turn
resul t i n sati sfi ed customer ( Shemwel l et al . ,
An Accenture gl obal customer sati sfacti on
1998 ). I n other hand , Parasuraman et al .
report ( 2008 ) found that pri ce i s not the

servi ce
of
di mensi ons
)
ten

i denti fi ed
mai n reason for customer churn ; i t i s
( 1985

responsi veness
actual l y due to the overal l poor qual i ty of
,
;
rel i abi l i ty
,
qual i ty
,
i ncl udi ng
access
competence
customer servi ce . Customer sati sfacti on i s
,
,
courtesy
,
,
,
communi cati on
securi ty
credi bi l i ty
the metri c you can use to reduce customer
,
the
and
/ knowi ng
understandi ng

,
churn . By measuri ng and tracki ng customer

customer

tangi bl es
di mensi ons
are
these
However
sati sfacti on you can put new processes i n
,

.

that
pl ace to i ncrease the overal l qual i ty of your
fi ve
di mensi ons

reduced

to
:
are
,
tangi bl es
assurance
empathy
,
customer servi ce .
,
rel i abi l i ty
1998

).
,
( Parasuraman
The other customer sati sfacti on factor that
descri be
a

as
i mproves customer servi ce i s the

been
servi ce
qual i ty
,

has
Thus
l ong

run
atti tude
organi zati ons offeri ng warranti es and

form
a
-
overal l
of
eval uati on
guarantees . Warranti es serve as an
,

and
the

constructs
servi ce

agreement that the product wi l l perform as

are
atti tude

and
vi ewed
qual i ty

as

si mi l ar

overal l
al
).
. ,
promi sed or some form of resti tuti on wi l l be
( Parasuman
1988

The
et

sati sfacti on
made to the customer . Customers who are
customer

servi ces

the
wi th

of
ri sk - averse fi nd warranti es reassuri ng
based

on

the
al l

the
i s

organi zati on

wi th
( Pri nci pl es of Marketi ng , 2015 ).
experi ences

customers
that

of
the
,

can
qual i ty

si mi l ar
organi zati on

servi ce
to

i n

l evel s

organi zati on
at

mul ti pl e
occur