Today the attention to customer satisfaction and dissatisfaction has been growing. The more parties who are concerned about this. Parties most directly related to the satisfaction / dissatisfaction of customers are marketers, consumers, consumerism, and consumer behavior researchers.
Increasingly fierce competition, in which a growing number of manufacturers involved in fulfilling the needs and desires of consumers, causing every company must put orientation on customer satisfaction as a primary goal. This is reflected in the increasing number of companies that include commitment to customer satisfaction in its mission statement, advertising, and public relations releases.
Nowadays more and believed that the key to winning the competition is to provide value and satisfaction to customers through the delivery of quality products and services at competitive prices. With the increasing number of manufacturers who offer products and services, so consumers have more choices.
Thus the bargaining power of consumers at large, especially the security aspects in the use of certain goods or services. Many are now beginning to emerge consumerist activities of the consumer’s rights, business ethics, as well as awareness and love of the environment.
The researchers of consumer behavior is also more and more interested and pursue topics of customer satisfaction in order to seek solutions of maximum fulfillment of customer satisfaction.
According Schnaars (1991), is essentially the purpose of a business is to create satisfied customers. The creation of customer satisfaction can provide several benefits, including the relationship between the company and its customers into harmony, provide a good foundation for repeat purchases and create customer loyalty, and establish suaturekomendasi of mouth (word-of-mouth) that is profitable for the company (Tjiptono , 1994). There are some experts who provide a definition of satisfaction / dissatisfaction of customers.
Day (in Tse and Wilton, 1988) states that the satisfaction / dissatisfaction of customers is customer response to the evaluation of mismatch (disconfirmation) perceived between prior expectations (or other performance norms) and perceived actual performance of the product after use. Wilkie (1990) defines as an emotional response to the evaluation of the consumption experience of a product or service.
Engel, et al., (1996) stated that customer satisfaction is an evaluation purnabeli where alternatives are chosen at least equal or exceed customer expectations, while dissatisfaction arises when the results (outcomes) did not meet expectations. Kotler, et al., (1996) stated that customer satisfaction is the degree of one’s feelings after comparing the performance (or outcome) that he felt compared to expectations.
Of the various definitions above it can be concluded that the definition of customer satisfaction basically covers the difference between expectations and perceived performance or results. This understanding is based on the disconfirmation paradigm of Oliver (in Engel, et al., 1990; Pawitra, 1993). In evaluating satisfaction with the product, service, or a particular company, consumers generally refers to a variety of factors or dimensions.