Minggu, 30 Oktober 2011

Definisi Kepuasan Pelanggan (Customer Satisfaction)


By on 03.27



  1. Customer satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a product’sperceived performance (or outcome) in relation to his or her expectations. If the performance fall short ofexpectations, the customer is dissatisfied. If the performance matches the expectations, the customer issatisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted”. 
    • Kotler, P. and K. L. Keller, 2006. Marketing Management. Prentice-Hall of India. New Delhi, pp: 402.
  2. Customer satisfaction is the individual’s perception of the performance of the product or service in relation to his or her expectations.  The concept of customer satisfaction is a function of customer expectations. A customer whose experience falls below expectations will be dissatisfied.  And customers whose expectations are exceeded will be very satisfied or delighted . 
    • Schiffman, G.L. and L.L. Kanuk, 2005. Consumer Behavior. Prentice-Hall of India Private Limited, New Delhi, pp: 14-15.
  3. Customer satisfaction is the consumer’s response to the evaluation of the perceived discrepancy between prior expectations and the actual performance of the product as perceived after its consumption. 
    • Tse, D. and P. Wilton, 1988. Models of consumer satisfaction formation: An extension. J. Mark. Res., 25(1): 204-212
  4. Customer satisfaction is defined  from the mixture of both affection (emotion) and cognition approach as “the consumer’s fulfillment  response. It is a judgment that a product or service feature, or the product or service itself, provided (or is  providing) a pleasurable level of consumption-related fulfillment, including levels of under- or  over-fulfillment”. 
    • Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw Hill.
  5. Customer satisfaction can be defined ―as the result of a cognitive and affective  evaluation, where some comparison standard is compared to the actually perceived  performance. The satisfaction judgment is related to all the experiences made with a certain  supplier concerning his products, the sales process, and the after-sale service. 
    • Homburg Christian and Annette Giering (2001), ―Personal Characteristics as Moderators of the Relationship Between Customer Satisfaction and Loyalty—An Empirical Analysis.‖ Psychology & Marketing, Vol.18, No.1, pp.43-66
  6. Customer  satisfaction is actually how customer evaluates the ongoing performance. 
    • Gustafsson, A., Johnson, M.D., and Roos, I. (2005), “The Effects of Customer Satisfaction Relationship Commitment Dimensions, and Triggers on Customer Retention”, Journal of Marketing, Vol. 69, pg. 210–218
  7. Customer satisfaction is customer’s reaction to  the state of satisfaction, and customer’s judgment  of satisfaction level. 
    • Kim, M.K., Park, M.C., and Jeong, D.H. (2004) “The  effects of customer satisfaction and  switching barrier on customer loyalty in Korean mobile telecommunication services”,  Electronics and Telecommunications Research Institute, School of Business, Information and  Communications University, Yusong-gu, Hwaam-dong, Taejon 305-348, South Korea.
  8. Customer satisfaction is either defined as an overall judgment of satisfaction or given an attribute-specific definition based on the assumption that satisfaction is the outcome of comparing expectations to measures of performance or quality (e.g., comfort, cost, or frequency of service)
    • Anderson, Eugene W. and Mary Sullivan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12 (2), 125-143.
  9. Customer satisfaction is thought to be a relative judgement that takes into  consideration both the qualities and benefits obtained through a purchase as well as  the costs and efforts borne by a customer to obtain that purchase 
    • Ostrom, A. and Iacobucci, D (1995), "Consumers Trad-Offs and the Evaluation of Services",  Journal of Marketing, Vol.59, January 1995, pp.17-28. 
  10. Customer satisfaction may be perceived  as a summary psychological state or a subjective summary judgment based on the  customer ’ s experiences compared with  expectations. The concept has been defi ned  in various ways, for example, as  ‘ an overall  feeling, or attitude, a person has about a  product after it has been purchased ’  
    • Solomon , M . R . ( 1994 ) Consumer Behavior , 2nd edn., Allyn and Bacon, Needham Heights, MA, USA
  11. Customer satisfaction as an outcome of purchase and use   resulting from the buyers’ comparison of the rewards and costs of the purchase in relation to the anticipated consequences 
    • Churchill, G., Surprenant, C. (1982), “An Investigation into the determinants of customer satisfaction”, Journal of Marketing Research, XIX, (November), pp. 491-50
  12. Customer satisfaction as an emotional state that occurs in response to  the evaluation of a service. 
    • Westbrook, R. (1981), “Sources of consumer satisfaction with retail outlets”,  Journal of Retailing, 57, (Fall), pp. 8-85
  13. Customer satisfaction is defined as an emotional response, that results from a cognitive process of evaluating the  service received against the costs of obtaining the service. 
    • Woodruff, R.B., Scott, C., Schumann, D., Gardinal, S., Burns, M. (1991), “The standards ıssues in cs/d research: a historical perspective”, Journal of Consumer Satisfaction and Dissatisfaction and Complaining Behavior, 4, pp. 103-109

About Syed Faizan Ali

Faizan is a 17 year old young guy who is blessed with the art of Blogging,He love to Blog day in and day out,He is a Website Designer and a Certified Graphics Designer.

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