PEMASARAN BERORIENTASI KEPUASAN
PELANGGAN : KONSEP, TEORI, DAN IMPLIKASI

Elfianto
Staf Pengajar Fakultas Ekonomi Universitas Tamansiswa Padang, Sumatra Barat

Abstract

Consumer satisfaction mix variables consisting of compiling calculated, or it is forecasting of some different factors involved in relationship between firm and consumer. Some elements of consumer offering are receivable positively, but another offering is receivable negatively, because it can’t fulfill consumer expectation. To satisfy consumers, the firm needs to understand what the important thing for the is, and it must seek to fulfill consumers needs, at least their basic expectation. Needs of consumers are not only good and service, but it also the factor influencing of consumers satisfactory. As a result of good appraisal and satisfactory is, the consumer may be making purchasing and giving more advantages to the firm, so that it will be estabilshed stronger relations for long-term period and the further would be able to increase profit company. Thus, the profit will accompany it self, if the consumers feel os satisfy from the service given.

Key Words : Consumer Satisfaction