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1. Phau and Sari (2004 in Kitapci and Dortyol, 2009: p.934), defined CCB is the entire
responses triggered by perceived dissatisfaction, which is neither psychologically
accepted nor quickly forgotten with consumption of a product or service.
According to Phau and Sari (2004 in Kitapci and Dortyol, 2009: p.934) consumer
complaint behavior is constructed to have three dimension i.e. entire responses. This
means all of the responses by customer and caused by the feel of dissatisfaction just like
in the second dimension stated triggered by perceived dissatisfaction. Neither
psychologically accepted nor quickly forgotten with consumption of a product or service.
This could be interpreted customer cannot accepted by theirs psychologically and also so
difficult to forget it in consumption of a goods or services.
Operasionalisasi Variabel : definisi pertama dari Phau and Sari (2004 in Kitapci and Dortyol,
2009: p.934) dipilih dalam menjabarkan pengertian consumer complaint behavior ke dalam
dimensi karena sudah mencakup pengertian-pengertian lainnya.
Variabel
Consumer
complaint
behavior
Dimensi
Entire responses
Triggered by
perceived
dissatisfaction
Neither
psychologically
accepted nor
quickly forgotten
with consumption
of a product or
service
Indikator
Item
- Segala sesuatu yang
ditanggapi dari hasil
rangsangan
- Segala
sesuatu
balasan
dari
stimulus-stimulus
yang dihadapi
- Sesuatu
yang
memicu
perasaan
tidak puas
- Sesuatu yang tidak
dapat di terima dari
segi
psikologis
dalam
hal
mengonsumsi
produk dan layanan.
- Sesuatu yang tidak
dapat
cepat
dilupakan dalam hal
mengonsumsi
produk dan layanan.
2. Crie (2003: p.60) defined that consumer complaint behaviour (CCB) is one of the
responses to perceived dissatisfaction in the post-purchase phase.
If we see the statement by Crie (2003: p.60), Consumer complaint behavior is sort of the
responses from consumer like in this following statement one of the responses. Perceived
dissatisfaction in the post-purchase phase this following sentence means after the
consumer consume a product, the consumer feel disappointed.
Operasionalisasi Variabel : definisi pertama dari Crie (2003: p.60) dipilih dalam menjabarkan
pengertian consumer complaint behavior ke dalam dimensi karena sudah mencakup pengertianpengertian lainnya.
Variabel
Consumer
Dimensi
One of the
complaint
responses
behavior
Perceived
Indikator
Item
- Sesuatu yang ditanggapi
dari hasil rangsangan
- Suatu balasan dari
stimulus-stimulus yang
dihadapi
-
dissatisfaction in
pasca
the post-purchase
menyebabkan perasaan
phase
tidak puas.
pembelian
PT.
memuaskan
tidak
3. According to Tronvoll et al. (2007 in, Taghizadeh et al. 2013: p.331), customer
complaint behavior can be defined as a process that is created when the customers
experience of the given service is beyond acceptance level. This behavior is expressed in
the form of communication with the other party and causes a change in the behavior.
Based on Tronvoll et al. (2007 in, Taghizadeh and Panahi 2013: p.331) a customer
complaint behavior is constructed to have three dimensions. Firstly, a process that is
created when the customers experience of the given service is beyond acceptance level.
Secondly, This behavior is expressed in the form of communication with the other party
and causes a change in the behavior. Those is could be interpreted the customer get
disappointed about the product because they got an information the product is good, and
the customer expectation is so high, but they got a things that make they disappointed and
change they behavior to the product.
Operasionalisasi Variabel : definisi pertama dari Tronvoll et al. (2007 in, Taghizadeh et al. 2013:
p.331) dipilih dalam menjabarkan pengertian consumer complaint behavior ke dalam dimensi
karena sudah mencakup pengertian-pengertian lainnya.
Variabel
Consumer
Dimensi
A process that is
complaint
behavior
customers
Indikator
-Perasaan
yang
Item
tidak -Saya akan menilai buruk jika
dapat ditolerir
-Berhubungan
dengan
experience of the
perubahan
perilaku
given service is
beyond acceptance
kriteria saya.
of communication
with the other party
and causes a change
in the behavior
4. Levesque & McDougall (2000: p.28) have been classified actions of customer
complaint behaviour, or CCB i.e., complaining, negative word-of-mouth, and, to a lesser
extent, switching.
Customer complaint behavior have been classified by Levesque & McDougall (2000:
p.28) and there are four dimensions such as complaining, negative word-of-mouth, and,
to a lesser extent, switching. These words stand for the action by customer after they
consume a product. Complaining could be interpreted is to express dissatisfaction, pain,
and uneasiness. Negative word of mouth is stand for the campaign where the buyers of a
brand themselves become its marketers but in negative inform. To a lesser extent in this
case means comparing product by another product. At the last, the meaning of Switching
may be the process of customer moving to another brand or product.
Operasionalisasi Variabel : definisi pertama dari Levesque & McDougall (2000: p.28) dipilih
dalam menjabarkan pengertian consumer complaint behavior ke dalam dimensi karena sudah
mencakup pengertian-pengertian lainnya.
Variabel
Consumer
Dimensi
Complaining
Indikator
- Sesuatu ungkapan
complaint
kurang
puas
behavior
suatu
produk
Item
rasa - Pelayanan Caf A di cabang
terhadap
atau -
layanan.
of-mouth
- Suatu
pada
mengurangi
rasa
atau -
kepuasan saya.
Seringkali saya memengaruhi
yang
persepsi
percakapan
komunikasi
mengandung
Switching
segel
Negative word-
adanya
yang
dirasakan
tidak
berkualitas.
Caf A memberikan pelayanan
membanding-bandingkan
Caf B
Saya akan pindah produk ke
pindah
layanan.
produk
dan
5. Hirschman (1970 in Levesque & McDougall, 1996: p.266) CCB responses for different
problems are expected to vary with the importance of the problem.
According to Hirschman (1970 in Levesque & McDougall, 1996: p.266) consists of two
dimensions of consumer complaint behavior namely, first: responses for different
problems this terms means a feedback for the diversity issue. Secondly, expected to vary
with the importance of the problem means customer prospective to many problem to the
more important issue.
Operasionalisasi Variabel : definisi pertama dari Hirschman (1970 in Levesque & McDougall,
1996: p.266) dipilih dalam menjabarkan pengertian consumer complaint behavior ke dalam
dimensi karena sudah mencakup pengertian-pengertian lainnya.
Variabel
Consumer
Dimensi
Responses for
complaint
different
behavior
problems
Expected to vary
Indikator
- Sesuatu yang
ditanggapi dari hasil
rangsangan pada
masalah yang
berbeda
-
with the
Menyederhanakan
masalah yang ada
Item
-
lain
selain
kurang memuaskan.
Saya akan secara lugas
dan
tepat
jika
importance of the
problem
produk
dan
pelayanan
Variabel
Consumer
Dimensi
Immediate act,
Indikator
Item
- Suatu tindakan yang
-
complaint
rather than a
dilakukan
behavior
process
spontan
Menghiaraukan
dan layanan.
secara
Saya
secara
memberikan
Saya
spontan
kritik
tidak
dan
akan
mempertimbangkan nilai,
karakter dan sejarah dari
suatu produk dan layanan
dalam memberikan kritik
dan saran.
7. Harris & Mowen (2001: p.1156) Consumer complaint behavior has also been linked to
such constructs as agreeableness (in Kowalski, 1996), extraversion and stability (in
Mooradian & Olver, 1997), and self-monitoring (in Bearden & Crockett, 1981).
The statement by Harris & Mowen (2001: p.1156 in Kowalski, 1996, Mooradian &Olver,
1997 and Bearden & Crockett, 1981) Consumer complaint behavior is linked that mean
linked to influencing CCB from the following three dimensions. Firstly, such constructs
as agreeableness it means the effort to personality trait manifesting itself in individual
behavioral characteristics that are percept as kind, sympathetic, cooperative, warm and
considerate. extraversion and stability is the behavior like someone enjoys being around
people more than being alone and stability. And also self-monitoring it means the people
or customer concerned with their expressive self-presentation and comparing with others.
Operasionalisasi Variabel : definisi pertama dari Harris & Mowen (2001: p.1156 in Kowalski,
1996, Mooradian &Olver, 1997 and Bearden & Crockett, 1981) dipilih dalam menjabarkan
pengertian consumer complaint behavior ke dalam dimensi karena sudah mencakup pengertianpengertian lainnya.
Variabel
Consumer
Dimensi
Such constructs
Complaint
as agreeableness
Indikator
Item
- Perwujudan karakter
manusia
Behavior
Extraversion and
dengan
pada
produk
pelayanan
dengan
dan
Perilaku extrovert
stability
komplain
dan
pada
pelayanan
produk
akan
Perilaku
pencitraan
lingkungan saya.
Saya
akan
diri
Perilaku
saat
membandingkan diri
complain.
memberikan
pada
produk
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