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According to the concept of psychology: "Customer satisfaction is a psychological state arising stimulation of customers received the product or service along with their information."
There are many perspectives reviews different rates of customer satisfaction. Customer satisfaction is their reaction to the perceived differences between the experiences already know and expectations (Parasuraman & ctg.1988; Spreng & CTG, 1996; Terry, 2002), ie, experience has customer know when to use a service and results after the service is provided. satisfaction according Parasuraman (1994) is the aggregate result of the quality of service, product quality and price.
Bachelet (1995) suggest that customer satisfaction as an emotional reactions of customers meet their experience with a product or a service.
Customer satisfaction is an important factor to maintain long-term success in business and the appropriate business strategy to attract and maintain visitors customers (Zeithaml & CTG, 1996).
satisfaction is the response and the assessment of the status of the customer satisfaction, means that customer satisfaction is considered as the comparison between expectations before and after purchase a products and services (Oliver, 1997).
According to Kotler & Keller (2006), the satisfaction level of the state is the feeling of a people rooted in the comparative perception of a product than expected that man's. Accordingly, the three levels correspond to the following:
• If the perception of smaller clients, customers expect to feel dissatisfied.
• If expectations are perceived by customers to feel satisfied.
• If you receive greater knowledge, customers expect to feel the satisfaction or interest
motto of the company is to satisfy the business needs of the customer because the customer is the revenue and profitability of the company. When customers are satisfied with the service or merchandise, the ability of their companies to continue purchasing goods is very high. Moreover, when they meet, they tend to speak well of the company's services to other customers. Nguwoif satisfaction for the service consumer's feelings towards companies providing services based on each contact or transaction with that company (Bitner & Hubbert, 1994).
In general, the agreement satisfied Man- heart is the extent of the status of a person feeling derived from the comparison of results obtained in the consumer products / services with his or her expectations. Satisfaction levels depend difference between getting results and expectations, if actual results below expectations, customers are not satisfied. If the actual results match the expectations, the customer will be satisfied, if actual results are higher than expected very satisfied customers (Kotler, 2002).
According to Oliver (1997): satisfaction is the reflection consumer response to the expectations are met. This definition implies that satisfaction is the satisfaction of consumers in the consumer product or service because it meets their expectations, including levels above the desired response and below the desired level.
Grönroos (1984) introduced the model of quality research services to the customer's perception based on 3 essential points:
• First, distinguishing functional quality and technical quality. functional quality is the operation service activities, that is what the customer receives.
• Second, the image is of paramount importance for all customers providing services because customers can see the image and its resources during transactions
• Third, the whole feeling of quality is a function of the perceived rating of customer service and the differences between the this evaluation with this evaluation with the expectations of their services.
servqual 5 component model and service quality by Parasuraman & CTG:
Inspired in the model theory of Grönroos (1984), Parasuraman & CTG (1985) has developed a tool to measure the mixture, known as SERVQUAL, for measuring service quality feel. servqual measurement-based quality of service perceived by the customers using the service felt by the customer can become the 10 components, namely:
1) Reliability (Reliability): speak up possibilities perform appropriate service and on time the first time.
2) response (Responsiveness): express the desire and willingness of staff to provide services to clients.
3) capacity serving (Competence): speak qualified to perform the service. ability to serve expression when exposed employees directly performing customer service, research ability to capture relevant information needed to serve customers.
4) Access (Access): call to creating conditions to ease access to services such as shortening waiting time, location of service and convenient opening hours for customers.
5) Courtesy (Courtesy): implications on the way service with a smile, respectful, friendly with customers employees.
6) Communication (Communication): concerning
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