Marketing

Seminar

Customer Satisfaction

Radhitya Adhitama

125030200111016

Customer Satisfaction

Tsoukatos and Rand (2006), customer satisfaction is a key to long-term business success.

Kotler & Armstrong, (2010), satisfaction as a persons feelings of pleasure or disappointment resulting from the

comparison of products perceived performance in

reference to expectations

Customers feelings and beliefs also affect their satisfaction level. Along with Zeithaml (2009),

Zeithaml and Bitner

Aspects that can affect

customer satisfaction

Schisffman and Kanuk)

1. Warranty costs

2. The handling of complaints from customers.

4. Costs of poor quality.

5. Industry reports

Guiltinan suggested that one of the benefits of

this is customer satisfaction can increase

customer loyalty, as seen in the image below.

Measuring Customer Satisfaction

The system of complaints

The customer satisfaction survey and suggestions

Ghost shopping

Lost customer analysis

(Kotler)

Case

EXCELLENT SERVICE

Beings PT. TRAIN INDONESIA (Individual Companies)

will provide the best service in accordance with the quality

standards that satisfy the expectations or exceed customer

expectations by meeting 6 A basic elements: Ability ,

Attitude ,Form, Caution, Action , and Responsibility.

PT Kereta Api Indonesia start from 2010 until now still expand their business into great and better company to fulfill customer need. In 2010 the policy are changing all of the activity from train station and train transportation. This policy implementing the new strategy that use customer oriented. This is the example about the policy :

One seat one person

Revitalization train station

Revitalization of fleet

Close privacy ( no unimportant people come and go in the train)

Quality and customer satisfaction have long been recognized as playing a crucial role for success and

survival in today's competitive market. Regarding the

relationship between customer satisfaction and service

quality, Oliver (1993) first suggested that service quality

would be antecedent to customer satisfaction regardless

of whether these constructs were cumulative or

transaction-specific

Thanks for your

attention