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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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Outcome, Interaction, PhysicalEnvironment Quality
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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Outcome, Interaction, PhysicalEnvironment Quality
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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Outcome, Interaction, PhysicalEnvironment Quality
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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Satisfaction with Technology-Based Service Encounters
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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Satisfaction with Technology-Based Service Encounters
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).