Transcript Loyalty - Dosen Perbanas

Satisfaction
and
Loyalty
Customer Satisfaction versus
Loyalty
Satisfaction = Meeting minimum expectation
Loyalty = Exceeding customers expectation
and securing future commitment
Retention = Satisfaction + Loyalty
Satisfaction:
Feelings from experience
Loyalty:
Choice of brand
over others
Outcomes:
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–
Sales to increase revenues
Less price sensitivity
Lower organization’s costs
Positive word of mouth
Expectancy Disconfirmation
• Performance expectations are compared to
actual product performance.
– If quality falls below expectations,
emotional dissatisfaction results
– If performance is above expectations,
emotional satisfaction occurs
– If performance is not perceived as different
from expectations, expectancy
confirmation occurs
Satisfaction - Loyalty links
Hostages
Apostle
100%
Zone of affection
80%
Zone of indifference
60%
Loyalty
40%
Zone of defection
20%
Terrorist1
Satisfaction
5
Mercenaries
Determinants of Dissatisfaction
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Core service value (mistakes, billing errors,
harm,…)
Service encounter failures (impolite,
unresponsive, unknowledgeable,…)
Pricing (high price, unfair pricing, deceptive
pricing,…)
Inconvenience (location, waiting time,…)
Responses to service failures (negative
response, reluctant,…)
Attraction by competitors (more personable,
reliable, …)
Ethical problems (dishonest, intimidating,…)
Involuntary switching (customer moves, third
party,…)
Disssatisfaction Responses
•
•
Take no action -> Less favorable attitude
Take action ->
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5.
Complain to store/manufacturer
Stop buying
Warn friends
Complain to private or government agencies
Legal action
Brand loyalty . . .
. . . is the degree to which a customer holds a
positive attitude towards a brand, has a
commitment to it, and intends to continue
purchasing it in the future.
Brand-Loyal Behaviors...
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•
•
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•
Proportion of purchases method
Undivided Loyalty
Occasional switch
Switch loyalty
Divided loyalty
Brand indifference
Brand Loyalty Continuum
Undivided
Brand
Loyalty
AAAAAAA
Indifference
ABCDACDBCABC
Occasional
Switch
Switch
Loyalty
Divided
Loyalty
AABAAACAADAA
AAAAAABBBBB
AAAABBBAABBB
Customer Satisfaction, Repeat Purchases,
and Customer Commitment
Total Buyers
Satisfied Buyers
Repeat
Purchasers
Committed
Customers
Hawkins, Best & Coney
Repeat Purchasers
continue to buy the same brand though they
do not have an emotional attachment to it
because
switching costs
(the cost of finding, evaluating & adopting another solution)
too high
vulnerable to competition
Committed Customers
consumer loyal to brand
has an emotional attachment to the brand or firm
• Expression:
“I like this brand”
“I like this outlet”
“I believe in this firm”
•
Arise:
–
–
•
Brand reflects and reinforces self concept
Performance above expected (delighted)

1.
2.
3.
4.
Unlikely to consider additional information
Resistant to competitors
More receptive to line extension
Forgive occasional failure
Relationship Marketing
An attempt to develop an ongoing, expanding
exchange relationship with a firm’s customers.
5 levels
1. Basic marketing
simply sells
2. Reactive marketing
sells + call if they have comments, questions,
complaints
3. Accountable marketing
phone customer
4. Proactive marketing
contact from time to time
5. Partnership marketing
work continuously with customer
Traditional Marketing Concept
vs
Value and Retention-Focused Marketing
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2.
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Make only
Do not focus
Market product
Research consumer
Understand the purchase
Realize
Segment the market
Target large group
Use one way promotions
Create loyalty program
Encourage customers to stay
Determine marketing budget
Conduct customer satisfaction
surveys
Crete customer trust
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Use technology
Focus
Utilize
Research the levels
Understand customer
Make each customer
Use hybrid
Invest in technologies
Use interactive communication
Create customer tiers
Make it very unattractive
Base your marketing budget
Conduct customer satisfaction
surveys
Create customer intimacy