Beyond Customer Satisfaction : Sebuah Tinjauan Teoritis  

Oleh:

Tukiran, Martinus

Jenis: Article from Proceeding
Dalam koleksi: Prosiding Seminar Nasional Riset & Teknologi Terapan (Ritektra) "Teknologi Terapan dalam Upaya Meningkatkan Produktivitas dan Daya Saing Industri Nasional", Jakarta 16 - 17 Juni 2010 : Fakultas Teknik Industri, page 201-216.
Topik: Kepuasan Pelangggan; Loyalitas Pelanggan; Pertumbuhan Bisnis
Fulltext: TI-24(~1.PDF (226.95KB)

Isi artikel

The aim of this research is to study a variable beyond customer satisfaction that more accurate to reflect organization business performance. This research conducted based on theoretic research methodology. Findings of this research show that customer satisfaction is not ultimate objective of business performance, it is a means objective. The ultimate objective is customer loyalty. Customer satisfaction is a prerequisite to obtain customer loyalty. Based on this finding, it can be concluded that customer loyalty is more accurate to reflect business performance than customer satisfaction. By managing customer loyalty, company can manage the business growth through customer retention and customer accusation with less effort and cost effective instead of only maintain customer satisfaction.

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