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Membangun Kepuasan Pelanggan Melalui Mutu,Pelayanan dan Nilai

Author

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  • Maharani, Whenny Amelya

Abstract

Penawaran akan berhasil jika memberikan nilai dan kepuasan kepada pembeli sasaran. Pembeli memilih penawaran berbeda berdasarkan presepsinya akan penawaran yang memberikan nilai terbesar. Nilai menverminkan sejumlah manfaat, baik yang berwujud maupun yang tidak berwujud. Dan biaya yang dipresepsikan oleh pelanggan. Nilai adalah kombinasi kualitas, pelayanan, dan harga yang disebut dengan “tiga elemen nilai pelanggan”. Nilai meningkat seiring dengan meningkatnya kualitas dan pelayanan. Dan sebaliknya menurun seiring dengan menurunya harga, walauoun faktor lain juga dapat memainkan peran penting dalam memainkan presepsi nilai. Nilai adalah konsep yang sentral perananya dalam pemasaran. Kita dapat memandang pemasaran sebagai kegiatan mengidentifikasi, menciptakan, mengkomunikasikan, menyampaikan dan memantau nilai pelanggan. Kepuasan mencerminkan penilaian seseorang tentang kinerja produk hasil dalam kaitanya dengan ekspektasi. Pelanggan tidak puas dan kecewa jika produk sesuai ekspektasi dan pelanggan puas jika produk melebihi ekspektasi.

Suggested Citation

  • Maharani, Whenny Amelya, 2022. "Membangun Kepuasan Pelanggan Melalui Mutu,Pelayanan dan Nilai," OSF Preprints ne85p, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:ne85p
    DOI: 10.31219/osf.io/ne85p
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