LOYALTY
Satisfaction reflects a person’s
judgment of a product’s perceived
performance in relationship to
expectations.
• If performance falls short of
SATISFACTIO expectations, the customer is
disappointed.
N • If it matches expectations, the
customer is satisfied.
• If it exceeds them, the customer is
delighted.
“The Satisfaction – Dissatisfaction Paradigm”
Souce : Rai and Srivastava, 2014. Customer Loyalty: Concept, Context and Character.
PERUBAHAN PARADIGMA
Disqualified
prospect
First time
customer
Repeat Inactive or
Customer Ex-Customer
Pathners
Client
Member Advocator
Trans
formation
Brand
Quality Deliver
y
ZAMAN TRANSFORMATION
MARKETING
KEPUASAN PELANGGAN?
☹ 5% Dokter, perawat
tahu. 5% disampaikan ke
Top Manajemen
Keluhan
Mengeluh dan
ketersediaan
disampaikan
Aksesibiltas kepada
Dokter
manajemen/ora
Perawat
Hubungan dokter pasien ng lain 65%
Tidak tahu
Ada masalah
Ketidakpuasan tetapi tidak
mengeluh 30%
1. Indikator Negatif
• Keluhan (komplain, voice response, 3th party)
• Pulang paksa
• Tuntutan hukum
• Tidak kembali,
• Provokator
2. Indikator Positif
• Akusisi (Mengajak orang lain)
• Cross Buying (Beli yang lain)
• Up Buying (Beli lebih banyak lagi)
• Retensi (Sering membeli hal yang sama)
• Advokasi (menganjurkan orang lain un. beli
Model 1 Karakteristik
SVR
Klien :
✔Faktor disposisi
✔Nilai, kepercayaan
✔Pengalaman
Rangsangan/Stimulus Reaksi/Reaction :
Penilaian Klien
: ❖Nangis, terkejut
(Value Judgement) :
⮚ Stetoskop
℘Dingin ❖Marah/Komplain
⮚ Waktu tunggu,
℘Terlalu lama ❖Jantung
Jawaban ptgs kasar
℘Menerima/menolak berdebar/takut
⮚ Rencana Operasi
℘Tidak ramah/cuek ❖Tidak puas
⮚ Perilaku perawat
Perceived
Performance,
Quality
Comparison
Standard
Pemanfaatan
Pelayanan
Evaluasi
Harapan Konfirmasi/dis- kinerja/kualitas
Kualitas Jasa konfirmasi harapan layanan
Respon Atirbut/
Emotional kinerja jasa
Evaluasi terhadap
Keadilan, pertukaran
Kepuasan
Konsumen
Model 4 Model integrasi 2
Amenity Technical
Quality
Faktor Genetik, Lingkungan, Upaya
kesehatan, perilaku masyarakat
Model 5
Sakit kepala, Kurang Kalori Protein, Diare , Cacing,
Kebutuhan
Luka, Depresi, Psikosis, Anemia,
(NEED)
Persepsi mutu
Pelayanan Rumah Dokter Puskes Obat tradisional
Permintaan
kesehatan Sakit privat mas , dukun
(DEMAND)
Ekonomi, Budaya
Geografi
Pemanfaatan
(UTILIZATION)
Unsatisfied Demand
Satisfied Demand
Vulnerable Customers = %
somewhat satisfied/might or might not repeat/might or might not
recommend
(Griffin, 2002)
Benefits of Having Loyalty Customer
01 02 03 04 05 06
Reduce Decrease Reduce over Increase Positively Decrease
marketing transactional cost cross selling word of failure cost
cost cost mouth
The Marketing Funnel
CHP: 1&5-31
Determinant
s of Loyalty
• Customer Satisfaction
Customer satisfaction is a necessary condition for customer loyalty but not
a sufficient condition.
• Trust
A customer expectation that the provider is dependable and can be relied
on to deliver promises.
• Customer Switching Cost
Burnham et al. (2003) identified different types of switching costs as
procedural cost, psychological cost, financial cost, relational cost, and
legal cost. The higher the cost of switching from the relationship, the
greater is the customer’s retention in the relationship and the greater, the
loyalty.
• Customer’s attitude towards switching behaviour
Decided by the very character of the customers. There are customers who
believe in the principle, “Variety is the spice of life,” and they keep
changing their consumption patterns.
THANK YOU