(IJCSIS) International Journal of Computer Science and Information Security,Vol. 10, No. 12, 2012
and satisfactory . If the services receivedexceed consumer expectations, the quality of service perceived as the ideal quality. Conversely,if the services received is lower than what isexpected, then the perceived poor quality of services.According to Zeithaml, consumerexpectations for quality of a service is formed by:a
. Enduring Service Intensifiers
This factor is a factor that is stable andencourage consumers to increase theirsensitivity to services. This includesexpectations caused by others and one'spersonal philosophy towards services.b.
One feels the need for fundamental welfare isalso very decisive expectations. These needsinclude the physical, social and psychological.c
. Transitory Service Intensifiers
This factor is a temporary individual factorsthat increase the sensitivity of consumers tothe service, including:1)
An emergency situation when aconsumer really needs the services andwants the company can help.2)
The consumer consumed the last servicecan also be a reference to determine themerits of subsequent services.d.
Perceived Service Alternatives
It is the consumer's perception of the level ordegree of service other similar companies. If consumers have few alternatives, the hopesfor a service tends to be greater.e.
Self Perceived Service Roles
This factor is the consumer's perception of thelevel or degree of involvement in influencingthe services it receives.f.
This factor consists of all the possibilities thatcould influence the performance of serviceswhich are beyond the control of the serviceprovider.g.
This factor is the states of organization abouttheir services to consumer. This promise asadvertisment, personal selling, comunicationswith the employee.h.
Regarding the instructions relating to servicesthat allow consumers about the service andhow it should be provided.i.
Word of Mouth
(rekomendasi/saran dari oranglain)Is a statement made by someone other thanthe organization to consumers. Word of mouth is usually more readily accepted by theconsumer, as are those that convey a credibleas experts, friends, family and mass mediapublications. j.
Past experience includes the things they havelearned or known consumers from everreceived in the past. This consumerexpectations evolve over time, as more andmore consumers as well as informationreceived increasing numbers of consumerexperience .According Wyckof defined service qualityis the level of excellence expected and control overthe level of excellence to satisfy the consumer .In defining the quality of service, there are someadditional characteristics that should be considered.Garvin identified eight dimensions of quality, suchas the performance characteristics of the operationson core products, features or additional privileges,compliance with specifications durability,serviceability, aesthetics and perception of quality. However, most of the dimensions are moreappropriately applied in manufacturing, thereforemodified into seven dimensions that can be appliedto service industries such as:a.
Function, the primary performance of theservices requiredb.
Characteristics or additional features, theexpected performance or complementarycharacteristics.c.
Conformance, a decision which is based onthe fulfillment of specified conditions.d.
Reliability, belief in services in relation totime.e.
Serviceability, the ability to make repairs if there is some mistake.f.
Aesthetics, consumer experience associatedwith feelings and senses.g.
Perception, reputation for quality.According to Janda, Trocchia, and Gwinnerconducting research on consumer perceptions of Internet Retail Service Quality and developmeasurement scale that examined the servicesquality from the perspective of the consumer.Measurement scale is organized into five maindimensions: website performance, access, securityof online shopping, shopping sensation, andinformation .
In the services marketing literature,according to Bolton, Cronin and Taylor describedconsumer satisfaction as the decision on the basisof a specific service encounter . This isaccordance with Oliver'S  looked at satisfactionis an emotional reaction that affects attitude. Fromthis perspective, Cronin and Taylor said thatconsumer satisfaction should confine the servicequality and trading decisions specific to long-termattitudes. Consequently cumulative effect of servicesatisfaction needs to be directed at the evaluation of global service quality frequently . Therefore,the researchers found that satisfaction was preceded