1. Customer satisfaction, retention, and e-CRM are important for companies to succeed as customer expectations and experiences determine whether they are satisfied. 2. A satisfied customer will remain loyal to the brand, purchase more frequently, and provide positive word-of-mouth marketing, while an unsatisfied customer may stop purchasing and negatively impact the brand. 3. Measuring customer satisfaction involves understanding expectations, perceived performance, and determining if expectations were confirmed, exceeded, or not met to identify satisfied and dissatisfied customers.

1. Customer Satisfaction, Customer Retention and e-CRM Yohan Wismantoro [email_address] e-Business Strategy Management Department Dian Nuswantoro University

2. KEPUSAN KONSUMEN SURAT PEMBACA KELUHAN PUJIAN PENGALAMAN MEMAKAI PRODUK PUAS BERCERITA (2 ORG) TIDAK PUAS BERCERITA (10 ORG) BERPENGARUH PEMBELIAN

3. PERUSA-HAAN MEMUASKAN KONSUMEN MENGHINDARI DEVIL ADVOCATE PEMASAR GRATIS WORD OF MOUTH COMMUNICATION LOYAL COMITTED BUYER (Aaker (1991) HARDCORE LOYAL (Kotler, 2000)

8. IKLAN

10. Harapan Berdasarkan Tingkat Keinginan Ideal Excellence Desired Deserved Needed Adequate Minimum tollerable Intolerable Zona Toleransi Zona Tak berpengaruh Sumber : Oliver, dalam Simamora (2001, 161)

17. Service Failures and Recovery Strategies

18. Figure 14.1 Types of Service Failures Total sample Is there a service delivery system failure? Group 1 Nature of failure? Nature of requests/ need? Nature of employee action? Unavailable Slow Other failures “ Special needs” Customer preference Customer error Disruptive others Level of attention Unusual action Cultural norms Gestalt Adverse conditions Group 2 Group 3 Group 1A Group 1B Group 1C Group 2A Group 2B Group 2C Group 2D Group 3A Group 3B Group 3C Group 3D Group 3E Is there an implicit/ explicit request for accomo- dation Is there an Unpromoted/ unsolicited action by employee? No Yes Yes Yes No No Source: Mary Jo Bitner, Bernard H. Booms, and Mary Stanfield Tetreault, “The Service Encounter: Diagnosing Favorable and Unfavorable Incidents,” Journal of Marketing (January 1990, pp. 71-84.

19. SAMPLING OF SATISFACTION RESULTS Source: Robert A. Peterson and William R. Wilson, “Measuring Customer Satisfaction: Fact and Artifact,” Journal of the Academy of Marketing Science 20,1 (1992), p. 61.