CUSTOMER SATISFACTION DIMENSION IN PT RACHENHALL STAT TRANSPORTATION INDONESIA


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CHAPTER I

INTRODUCTION

 

A.  Background

Forwarding is a service industry. It produces intangible products. One of characteristics of service that the customer can be loyal if the service is satisfying. Customer satisfaction is a vital element in marketplace success. Businesses in all industries are focused on quantifying customer’s assessments of services and products because they realize the customer opinions will be affect the customer’s choices. In  order to fulfill the customer’s satisfaction the company has to understand the dimension of customer satisfaction (Parasuraman, Zeithaml and Berry, 1985: 31).

Understanding the dimension of customer satisfaction can help a company service attract new customers through positive word of mouth and increase the number of repeat customer. Customer satisfaction is an important aspect of company service success. The fulfillment of customer expectations of service are valid indicators of customer satisfaction. The identification and measurement of service quality are critical factors which is responsible for customer satisfaction (Parasuraman, Zeithaml and Berry, 1985: 32).

In reach customer satisfaction in forwarding service, the company performance is the important factor in identified the satisfied customers, such as Tangibles; the appearance of physical facilities, equipment, personnel, and communication material, Empathy; the provision of caring, individualized attention to customers, Assurance; the knowledge and courtesy of employees and their ability to convey trust and confidence, Responsiveness; the willingness to help customers and provide prompt service, Reliability; the ability to perform promised service dependably and accurately. By identifying the service performance of the forwarding service, we can measure the customer satisfaction and whether there is a relation between dimension of customer satisfaction and their satisfaction (Teas, 1993: 116).

Parasuraman, Zeithaml and Berry (1985: 41) has developed SERVQUAL method that measures five dimensions of service quality, that are presented in order of importance:

  1. Reliability; the ability to perform promised service dependably and accurately.
  2. Responsiveness; the willingness to help customers and to provide prompt service.
  3. Assurance; the knowledge and courtesy of employees and their ability to convey trust and confidence.
  4. Empathy; the provision of caring, individualized attention to customers.
  5. Tangibles; the appearance of physical facilities, equipment, personnel, and communication material.

Oliver (1997: 112) made a conceptual definition consumer satisfaction: the consumer’s fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment, including level of under- or over fulfillment.

Satisfaction occurs when consumer expectations are met or exceeded and the purchase decision is reinforced. As feedback from post purchase evaluation. Satisfaction reinforces positive attitudes toward the brand, leading to a greater likelihood that the consumer will repurchase the same brand. Dissatisfaction result when consumer expectations are not met. Such disconfirmation or expectations is likely to lead to negative brand attitudes and lessens the likelihood that the consumer will buy the same brand again. (Assael, 1998: 235).

Satisfied customer is an asset of the service company. They will be a word-of-mouth promotion because satisfied customers tend to be repurchasing the service or the product and recommend another people to use company service. On the other hand, unsatisfied customer will be a threat of the service company because unsatisfied customers tend to tell their friends  about their unsatisfaction so that their friends do not use the company service.

PT RST (Rachenhall Stat Transportation) is Germany forwarding company in Jakarta. It is conducted forwarding service of goods especially export service. The shipment of goods is using plane and ship.

Competition in forwarding bussiness is unavoidable, since there are many forwarding companies there. They have same spesification and strategies regarding customer services as the implementation of corporate vision and mission. However, not all customers are satisfied with the service given. Customers may have many expectations that the company cannot meet them yet. They feel the customer service seems to be rude, the shipment is late and so on. Each customer has different expectations.

PT RST may face problem regarding customer satisfaction, since there can be any point or issue that has not been met yet by the company. It becomes more important since they may have different perceptions and expectations compared to the expectations relying on person.

 

B.  Problem Statement

The research will attend to focus on customer satisfaction in PT RST Indonesia. The problem as follows: Do tangibles, empathy, assurance, responsiveness, reliability have positive and significant effect on customer satisfaction in PT RST Indonesia?

 

C.   Research Originalities

This research is based on a model for measuring consumer perceptions of service quality developed by Parasuraman, Zeithaml, and Berry (1985). Those researchers use computer manufacturer, retail chain, automobile insurer and life insurer as representatives of service companies.

There are some researches in service quality and customer satisfaction conducted by MM-UGM students. They are Suryawan (2000) who studies about service quality in retail store service and Utama (1999) and Limanjaya (1998) who studies about service quality conducted in bank.

The difference of this study to those previous studies is the objectives and location. This study will try to evaluate the inluence of service quality to customer satisfaction in forwarding company such as PT RST Indonesia. In this study, the customer satisfaction scores are obtained by comparing between the perceived performance scores of service and the expected performance scores of service. The difference of perceived performance scores and expected performance scores determine the satisfaction or dissatisfaction.

 

D.  Research Objectives

The objectives of this research are:

1.   To analyze whether any gap between customer service expectations and customer service received.

2.  To analyze whether the dimension of satisfaction such as tangibles, empathy, assurance, responsiveness, reliability have positive and significant effect on customer satisfaction in PT RST Indonesia.

 

 

E.   Research Benefits

High-level of satisfaction could be translated into a good promotional campaign. Highly satisfied person recommends the brand toward another people, or use it again when it is needed. It will be important for any company that faces the competition atmosphere, where competitor may produce lower price service. That issue important since PT RST Indonesia could build some strategies to improve customer satisfaction by understanding customer values.

 

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