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7/30/2019 Ke 2-Persepsi Konsumen Thdp Pelayanan

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PERSEPSI KONSUMENTERHADAP PELAYANAN

Imanuddin Hasbi


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CUSTOMER PERCEPTION

How customers perceive services, howthey assess whether they have

experienced quality service, andwhether they are satisfied.


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Customer Perceptions of Quality and

Customer SatisfactionReliability

Assurance

TangibleEmpathy

Responsiveness

Service

Quality

Product

Quality

Situational

Factors

Customer

Satisfaction

Personal

FactorsPrice

Reliability

Durability

Repaireability

Form

Features

Performance

Conformance

Style

Design

Interaction

Quality

Reliability

AssuranceTangible

Empathy

Responsiveness

PhysicalEnvironment

Quality

Reliability

Assurance

Tangible

Empathy

Responsiveness

Outcome

Quality


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CUSTOMER

SATISFACTION What Is Customer Satisfaction? What Determines Customer

Satisfaction? National Customer Satisfaction

Indexes

Outcomes of Customer Satisfaction


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What Is Customer

Satisfaction?Satisfaction is the consumersfulfillment response. It is a judgement

that a product or service feature, orthe product or service itself, provide apleasurable level of consumption-related fulfillment.


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What Determines

Customer Satisfaction? Product & Service Feature Consumer Emotions

Attributions for Service Success orFailure Perceptions of Equity or Fairness

Other Consumers, Family Members,and Coworkers


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National Customer

Satisfaction Indexes The American Customer SatisfactionIndex (ACSI)

Indonesian Customer SatisfactionIndex (ICSI)


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Measurement CS QSS= Quality Satisfaction Score/kepuasan terhadap kualitas produk/layanan

VSS=Value Satisfaction Score/kepuasan

terhadap harga berdasarkan kualitas yangditerima PBS=Perceived Best Score/persepsi bahwa

merek secara keseluruhan (kualitas produk,harga, dll.) merupakan yang terbaikdibandingkan semua merek lain.


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Measurement CS Mengukur QSS dan VSS masing-masing merekdigunakan skala Likert 1-5 (1=sangat tidakpuas,2=tidak puas,3=biasa saja,4=puas,5=sangatpuas).

Mengukur PBS menggunakan skala binomial, yakninilai 1 atau 0. Kalau suatu merek dipersepsisebagai merek yang secara keseluruhan(harga,kualitas produk, dll.) terbaik danmemuaskan, maka diberi nilai 1. Sebaliknya, diberi

nilai 0. Misal angka PBS 70%, artinya 70 diantara100 orang menganggap merek tersebut sebagaiyang terbaik.


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Measurement CS Mengukur TSS=Total Satisfaction Score/nilaitotal kepuasan pelanggan, merupakan nilai relatif(bisa positif atau negatif), yang tujuannya untukmembuat rangking.

Angka TSS nol, berarti merek tersebut hanyamampu memuaskan pelanggan sama dengan rata-rata industrinya. Bila positif, berarti merek itumampu memuaskan pelanggan di atas rata-rataindustrinya. Sebaliknya bila negatif, merek itu

berada di bawah rata-rata industrinya.


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ICSI 2001 PER INDUSTRY

No. KategoriProduk QualitySatis-factionScore

(QSS)

ValueSatis-factionScore

(VSS)

Perce-ivedBest

Score

(PBS)1 Handphone 3,96 3,67 62,0%

2 Simcard 3,86 3,65 67,1%

3 Printer 3,89 3,64 65,1%4 Mobil 3,95 3,67 44,4%

5 Tabungan 3,89 3,65 55,3%


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ICSI 2001 PER KATEGORI PRODUK

No. MerekHandphone

QualitySatis-faction

Score (QSS)

Value Satis-factionScore (VSS)

Perce-ivedBest

Score(PBS)

TotalSatis-factionScore(TSS)

1 Nokia 4,09 3,72 74,6% 0,63

2 Siemens 4,05 3,71 68,6% 0,51

3 Ericsson 3,81 3,64 51,1% -0,06

4 Samsung 3,81 3,66 29,8% -0,32

5 Motorolla 3,79 3,46 44,3% -0,35


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Outcomes of Customer

Satisfaction Many believe that customersatisfaction is correlated with other

measures of economic health such ascorporate earnings and stock value


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Outcomes of Customer

Satisfaction Medio 1998, masyarakat pasar modal Amerika Serikatdisentakkan oleh temuan penelitian National QualityResearch Center, University of Michigan Business School.Bukan temuan tentang penyebab terpuruk ataumelambungnya harga-harga saham di bursa-bursa saham AS,

tetapi mengenai korelasi antara indeks kepuasan pelangganAmerika (ACSI) dan indeks saham di bursa Dow Jons (DowJones Industrial Average). Riset ini menyipulkan, adakorelasi positif kuat antara naik-turunnya indeks ACSIdengan indeks saham Dow Jines. Setiap terjadi kenaikanatau penurunan indeks ACSI selalu diikuti tren yang samaoleh indeks Dow Jones pada kuartal (Quarter) berikutnya(lihat grafik). Ini terbukti, pada kurun survei kuartalI/1995 hingga kuartal III/1997.


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Korelasi Antara Index ASCIDengan Index Dow Jones

18%

9%

0

-9%

-18%

2%

1%

0

-1%

-2%

Percent change inDow Jones

industrial average*

Percentchange inACSI

*Average for last month of the quarter

Q1

95

Q2

95

Q3

95

Q4

95

Q1

96

Q2

96 Q396

Q4

96

Q1

97

Q2

97 Q3

97

Q3

97

Q4

94

Q1

95

Q295

Q3

95

Q4

95

Q1

96

Q2

96

Q3

96

Q4

96

Q1

97

Q2

97


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Relationship between Customer Satisfaction & Loyalty in

Competitive Industries

1 2 3 4 5

Very Dissatisfied Neither Satisfied Very

Dissatisfied Satisfied Satisfied

nor Dissatisfied

Satisfaction Measure

Loyalty

(retention) (%)

100

80

60

40

20


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SERVICE QUALITY Outcome, Interaction, PhysicalEnvironment Quality

Service Quality Dimensions E-Service Quality


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Outcome, Interaction, PhysicalEnvironment Quality

Brady & Cronin: Outcome quality,Interaction quality, & Physical

Environment Quality. Gronroos: Two types quality-

technical and functional-referring to

the outcome of the service and themanner in which it is delivered.


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Rust & Oliver: Three aspects of servicequality as service product, servicedelivery, and service environment.

Bitner: the evidence of service quality asconsisting of the three new Ps forservices: People, Process, and Physical

Evidence.


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Example: A Restaurant

A restaurant customer will judge the serviceon her perceptions of the meal (technical

outcome quality) and on how the meal wasserved and how the employees interactedwith her (interaction quality). The decor andsurrounding (physical environment quality) ofrestaurant will also impact the customersperceptions of overall service quality.


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Technical outcome quality for manyservices is highly complex and sometimesambiguous, the quality of the technical

outcome is not always evident.For example, the technical quality ofservices offered by lawyers, doctors,

engineers, college professors,accountants, and architects.


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Service Quality Dimensions

Quality of Automobiles is judge by suchfactors as reliability, serviceability,prestige, durability, functionality, and

ease of use. Quality of food products: flavor,

freshness, aroma, and so on.


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Service Quality Dimensions(Parasuraman, Zeithaml, and Berry)

RATER or TERRA

Reliability: ability to perform the promisedservice dependably and accurately.

Assurance: employees knowledge andcourtesy and their ability to inspire trust

an confidence.


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Service Quality Dimensions

Tangibles: appearance of physical facilities,equipment, personnel, and writtenmaterials.

Emphaty: caring, individualized attentiongiven to customers.

Responsiveness: willingness to helpcustomers and provide prompt service.


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E-Service Quality (e-SQ)

e-SQ is defined as the extent towhich a website facilitatesefficient and effective shopping,purchasing, and delivery.


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E-Service Quality

(11 Dimensions)1. Access2. Ease of navigation

3. Efficiency

4. Flexibility5. Reliability

6. Personalization

7. Security/privacy

8. Responsiveness

9. Assurance/trust10. Site aesthetics

11. Price knowledge


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E-Service Quality

(4 core dimensions)1. Efficiency: the ease and speed of accessing andusing the site.

2. Fulfillment: the extent to which the sites

promises about order delivery and itemavailability are fulfilled.

3. Reliability: the correct technical functioning ofthe site.

4. Privacy: the degree to which the site is safe andprotects customer information.


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E-Service Quality

(3 additional dimensions)1. Responsiveness: handling problems andreturns through the site.

2. Compensation: the degree to whichcustomers are compensated for problems.

3. Contact: the degree to which help can beaccessed by telephone or online

representatives.


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SERVICE ENCOUNTERS: THE FOUNDATIONSFOR SATISFACTION & SERVICE QUALITY

Service Encounters or Moments of Truth The Importance of Encounters Type of Service Encounters

Sources of Pleasure and Displeasure in ServiceEncounters General Service Behaviors Satisfaction with Technology-Based Service

Encounters The Evidence of Service

Service Encounters or


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Service Encounters orMoments of Truth

Check-in

Bellperson takes to room

Restaurant meal

Wake-up call

Checkout

A Service Encounter

Cascade for Hotel Visit


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The Importance of Encounters

Any encounter can potentially bycritical in determining customer

satisfaction and loyalty


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Type of Service Encounters

Remote encounters (ATM)

Phone encounters (goods

manufacturers or service business) Face-to-face encounters (at Disney

theme parks)

S i E


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Service Encounters

Customers (either internal or external) are asked thefollowing questions:

Think of a time when, as a customer, you had aparticularly satisfying (or dissatisfying)interaction with____

When did the incident happen? What specific circumstances led up to this

situation? Exactly what did the employee (or firm) say or

do? What resulted that made you feel the interaction

was satisfying (or dissatisfying)? What could or should have been done differently?


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General Service Behaviors

Recovery: Employee Response toService Delivery System Failures

Adaptability: Employee Response toCustomer Needs and Requests

Spontaneity: Unprompted (tdk tepat)& Unsolicited (tdk memohon)Employee Action

Coping: Employee Response toProblem Customer.

GENERA SERVICE BEHAVIORS DOS AND DONTS


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GENERAL SERVICE BEHAVIORS-DOS AND DONTS

THEME DO DONT

RECOVERY

Acknowledge problem

Explain causesApologize

Compensate/upgrade

Lay out options

Take responsibility

Ignore customer

Blame customerLeave customer to fendfor (bertanggung jawabatas) him/herself

Downgrade

Act as if nothing is wrongPass the buck

ADAPTABILITY

Recognize the seriousness ofthe need

Acknowledge

AnticipateAttempt to accommodate

Adjust the system

Explain rules/policies

Take responsibility

Ignore

Promise, but fail to followthrough

Snow unwillingness to tryEmbarrass the customer

Laugh at the customer

Avoid responsibility

Pass the buck

GENERAL SERVICE BEHAVIORS DOS AND DONTS


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GENERAL SERVICE BEHAVIORS-DOS AND DONTS

THEME DO DONT

SPONTANEITY

Take time

Be attentive

Anticipate needs

Listen

Provide informationShow empathy

Exhibit impatience

Ignore

Yell(menakuti)/laugh/swear(mencaci)

Steal from customersDiscriminate

COPING

Listen

Try to accommodate

Explain

Let go of thecustomer

Take customersdissatisfaction personnaly

Let customersdissatisfaction affectothers


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Satisfaction with Technology-Based Service Encounters

Solved an intensified need: Customers in thiscategory were thrilled (merasa) that thetechnology could bail (jaminan keluar) them out

of a difficult situation. Better than the alternative: Many SSTstories related to how the technology-basedservice was in some way in some better thanalternative-easy to use, saved time, availablewhen and where the customer needed it, savedmoney.

Did its job: Because there are so many failuresof technology, many customers are simply

thrilled when the SST works as it should.

For Satisfying Self-Service Technologies (SSTs)

l


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Technology failure: Many dissatisfying SSTstories relate to the technology simply notworking as promised-it isnt available when

needed, PIN numbers dont work, or systemsare off line. Process failure: Often the technology seems to

work, but later the customer discovers that aback-office or follow-up process, which theyassumed was connected, doesnt work. Forexample, a product order seems to be placedsuccessfully, but it never arrives or the wrongproduct is delivered.

For Dissatisfying SSTs

f h h l


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Poor design: Many stories relate to thecustomers dissatisfaction with how thetechnology is designed, in terms of either the

technical process (technology is confusing,menu options are unclear) or the actual servicedesign (delivery takes too long, service isinflexible).

Customer-driven failure: In some cases thecustomers told stories of technology or thecompany.

For Dissatisfying SSTs


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The Evidence of Service

Process

Contact employees

Customer him/herself

Other Customers

Tangible communication

Servicescape

GuaranteesTechnology

People

Physical

Evidence

Operational flow of

activities

Step in process

Flexibility vs Standard

Technology vs Human

(from the customers point of view)


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STRATEGIES FOR INFLUENCINGCUSTOMER PERCEPTIONS

Measure and Manage Customer Satisfaction andService Quality (Track trends, diagnose problems,& other customer focus strtegies).

Aim for Customer Quality and Satisfaction inEvery Service Encounter (Many firms air forZero defects : Recovery, Adaptability,Spontaneity, and Coping).

Manage the Evidence of Service to Reinforce

Perceptions (Service mix 8P).

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