Pelanggan Puas Tak Cukup!
Fandy Tjiptono, Anastasia Diana
<p>Kepuasan pelanggan telah menjadi bagian krusial dalam setiap rumusan visi, misi, tujuan, kredo, maupun moto organisasi. Sejumlah riset menyimpulkan peran penting kepuasan pelanggan dalam mewujudkan loyalitas pelanggan, rekomendasi gethok tular positif peluang sumber pendapatan di masa depan (seperti pembelian ulang. cross-selling, up-selling, brand extension, dan seterusnya). serta kinerja finansial superior (seperti margin operasi, ROI, dan laba akuntansi). Namun, sayangnya, tak banyak yang menyadari bahwa kepuasan pelanggan saja tidak cukup. Berbagai riset mengindikasikan bahwa rating kepuasan pelanggan belum tentu otomatis menjamin bahwa organisasi mampu mempertahankan para pelanggan selamanya. Setidaknya dibutuhkan pemahaman komprehensif atas dua isu terkait agar kepuasan pelanggan dapat menghasilkan dampak sesuai harapan: loyalitas pelanggan dan customer delight. Buku ini berfokus pada lima topik utama:</p><p>• Mengapa perlu kepuasan pelanggan?</p><p>• Konsep kepuasan pelanggan</p><p>• Bagaimana mengukur kepuasan pelanggan.</p><p>• Strategi kepuasan pelanggan.</p><p>. Tak cukup hanya kepuasan pelanggan.</p><p>Sasaran utama pembaca buku ini adalah para akademisi, mahasiswa, dan praktisi yang menaruh minat pada kepuasan pelanggan dan isu-isu terkait. Oleh sebab itu, buku ini memaparkan pula beberapa contoh spesifik riset kepuasan dan ketidakpuasan pelanggan, serta mengulas secara rinci strategi mewujudkan kepuasan pelanggan.</p>
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