Oleh : Adriani Dewi Hutami & Selvy
Publikasi pada : ProMark Vol.2 No.2 Desember 2011, hal.86-95, ISSN : 2087-3077
ProMark Reg :0011211
ABSTRACT
In all areas of service, consumers will generally reveal the dissatisfaction of the gap that occurs between the service expected by the services received by consumers with complaints against the company gives service providers. One strategy in case of failure in the delivery of services, companies can use service recovery strategies to restore the lost customer satisfaction.
During its development, service recovery has a positive relationship to the cumulative satisfaction (the handling of specific complaints and overall satisfaction based on services received) and post-recovery satisfaction. Satisfaction through service recovery can be measured through RECOVSAT instruments, which are formed based on the disconfirmation paradigm and focus on what is expected by the consumer services of the company from recovering service after a service failure.
By performing the service recovery efforts to meet customer satisfaction, it will provide a positive impact on cumulative satisfaction and loyalty that will drive customer retention and loyalty for long-term.
Key Words: service recovery, cumulative satisfaction, loyalty
Service Recovery
Parasuraman, Zeithaml, & Berry (1988) dalam Boshoff (1999) mendefinisikan ekspektasi sebagai persepsi konsumen terhadap apa yang seharusnya ditawarkan oleh penyedia jasa dibandingkan dengan apa yang sudah mereka berikan. Perusahaan jasa yang mengalami service failure perlu memahami ekspektasi konsumen dalam merespon service failure.. . . (baca_selengkapnya )Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
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