Understanding Service Quality and Benefits for Customers
Definition of Service Quality: Service according to Lovelock is defined as an economic activity that creates and provides benefits for customers at a certain time and place, as a result and act of bringing about the desired changes in themselves or on behalf of the recipient of the service. Meanwhile, Kotler's definition of service is every action or activities that can be offered by one party to another are basically intangible and do not result in any ownership.
Service Characteristics, service quality and customer satisfaction according to Norman (1991; 14) are as follows: The intangible nature of the service is quite the opposite of the real nature of the finished goods. The service in fact consists of concrete actions and is an influence which is social action.
While the control and management of social action is more concerned with skills and technical issues. Production and consumption of services can not be separated significantly, because in general the same events and occur in the same place. Service requires a positive attitude in front of consumers or customers. Smiles, words, gestures, ways of dress and dexterity in service will provide great added value for customers (Soeling 1997: 17).
This understanding is more than the traditional view which tends to limit the problems and complaints of consumers.
According to this understanding all people in the organization will be part of all services provided despite their indirect involvement. Service to customers can be done with the help of technology and communication media. Therefore, in order to achieve competitive advantage and win the trust of customers, customer service must be proactive, up to date, efficient and effective. Meanwhile (Sewell and Brown, 1997: 31-36) say, smile, said, gestures, dressing, and so on are part of an effort to provide good services but that is only a small part. If the service to the customer is like a cake, then manners, smiles, and willingness to come to a place far enough is the spice.
The cake is a system that allows us to do a good job.
By Davidow and Uttal (1989: 19) it is said that service in a broad sense is what endeavors to enhance customer satisfaction (whatever enhances customer satisfaction). Good service for customers is a powerful weapon to win the competition in capturing existing markets by offering goods or services that can satisfy and even exceed what consumers expect. Such is the importance of service to customers that there are expressions that state that "customer is king", "customer is key", "customer is one source" or "customer is the person who calls our paychecks". So however bad the appearance of a customer the officers at all are not allowed to assume that the customer's personality is also bad.
The appearance of the customer should not be an obstacle for the officers to lift the customer's self-esteem, so that the customer will always use the services offered.
Furthermore, the customer's self-esteem must also be protected and protected. And officers should never underestimate customer self-esteem, even if not in public. If the officer takes an action that makes the customer's feelings and self-esteem fall in public, it is certain that the customer will never come back again. And to get a new customer requires five times more effort than to retain existing customers while looking for new customers, because customers are repeat business.
Therefore often the use of services has made a number of organizations / companies value their loyal customers by giving discounts, offering to be a member of a particular club, giving bonuses in the form of goods, and newsletters. Satisfied customers are loyal customers, and such customers will tell others about the service they received.
Consumer or customer is a form of word-of-mouth advertising.
Word-of-mouth is usually quickly accepted by other customers because the people who deliver it are people they can trust, such as experts, friends, family, and publications in the mass media. Besides that word-of-mouth is also quickly accepted as a reference because service customers usually find it difficult to evaluate services that they haven't bought or haven't felt. Another understanding developed by Davidow and Uttal (1989: 22) is that customer service is all highlighting, actions and information that can enhance the customer's ability to realize the potential value of the core product or service