You are on page 1of 9

TUGAS INDIVIDU

TOPIK : CUSTOMER COMPLAINT BEHAVIOUR


Sebagai Tugas Pada Mata Kuliah Seminar Manajemen Pemasaran Dalam
Program Studi S1 Manajemen Fakultas Ekonomi dan Bisnis Universitas Padjadjaran
Disusun oleh:
Arta Dewadrajad Herisputra
120310130093
Dosen Pembimbing:
Popy Rufaidah, SE., M.BA., Ph.D.

PROGRAM STUDI S1 MANAJEMEN


FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS PADJADJARAN
BANDUNG
2016

KUTIPAN

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.

Saya akan menanggapi


segala hal yang tidak
berkenan dihati.
Saya akan memberikan
respon dari segala hal
yang di berikan oleh
perusahaan.
Saya merasakan tidak
puas dari pelayanan yang
diberikan PT.X.
Pelayan yang tidak ramah
sangat tidak masuk akal
bagi saya.
Saya tidak akan cepat
melupakan bilamana PT.
X memberikan pelayanan
yang buruk pada saya.

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
-

Segala hal yang terjadi

dissatisfaction in

pasca

the post-purchase

menyebabkan perasaan

phase

tidak puas.

pembelian

Saya akan menanggapi


segala hal yang tidak
berkenan dihati.
Saya akan memberikan
respon pada apa yang
di
berikan
oleh
perusahaan.
Layanan purna jual
pada

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

created when the

behavior

customers

Indikator
-Perasaan

yang

Item
tidak -Saya akan menilai buruk jika

dapat ditolerir

pelayanan yang diberikan juga

-Berhubungan

dengan

experience of the

perubahan

perilaku

given service is

oleh suatu sebab

buruk hingga melewati batas


kesabaran.
-Perilaku saya terhadap produk

beyond acceptance

dan pelayanan akan berubah

level This behavior is

jika ada yang tidak memenuhi

expressed in the form

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.

Houston kurang ramah.


Tidak

of-mouth

- Suatu

pada

mengurangi

rasa

atau -

kepuasan saya.
Seringkali saya memengaruhi

yang

keluarga dan teman untuk

persepsi

tidak menggunakan produk

percakapan

komunikasi
mengandung

negatif pada suatu hal


dalam forum informal
To a lesser extent - Suatu
perilaku -

Switching

segel

produk minuman mineral di


Caf

Negative word-

adanya

yang

dirasakan

tidak

berkualitas.
Caf A memberikan pelayanan

membanding-bandingkan

yang lebih ramah daripada

- Suatu tindakan berpindah- -

Caf B
Saya akan pindah produk ke

pindah
layanan.

produk

dan

Caf B jika ada penawaran


yang lebih menarik.

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
-

Saya menanggapi jika ada


masalah

lain

selain

masalah yang ada pada


produk dan layanan yang
-

kurang memuaskan.
Saya akan secara lugas
dan

tepat

jika

importance of the

memberikan keluhan pada

problem

produk

dan

pelayanan

yang kurang memuaskan.

6. Crie (2003 in Tronvoll, 2007: p.602) regarded customer-complaint behaviour as an


immediate act, rather than a process.
Based on Crie (2003 in Tronvoll, 2007: p.602) customer-complaint behaviour as an
immediate act, rather than a process. This could be interpreted that customer complaint
behavior happened so spontaneous, its not simultaneous.
Operasionalisasi Variabel : definisi pertama dari Crie (2003 in Tronvoll, 2007: p.602) dipilih
dalam menjabarkan pengertian consumer complaint behavior ke dalam dimensi karena sudah
mencakup pengertian-pengertian lainnya.

Variabel
Consumer

Dimensi
Immediate act,

Indikator
Item
- Suatu tindakan yang
-

complaint

rather than a

dilakukan

behavior

process

spontan

saran pada hal yang tidak

Menghiaraukan

disukai pada suatu produk

segala stimulasi lain.

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

Saya dalam memberikan


komplain

pada

produk

pelayanan

dengan

perilaku yang baik

dan

Perilaku extrovert

cara yang beretika.


Saya dalam memberikan

stability

komplain
dan

pada

pelayanan

produk
akan

menceritakan hal ini pada


Self-monitoring

Perilaku

pencitraan

lingkungan saya.
Saya

akan

diri

membayangkan diri saya

Perilaku

saat

membandingkan diri

complain.

dengan orang lain

memberikan

Saya dalam memberikan


komplain

pada

produk

dan pelayanan akan ukur


baju badan sendiri.

DAFTAR PUSTAKA

Kitapci, O. and Dortyol, I. (2009), " The differences in customer


complaint behaviour
between loyal customers and first comers in the retail banking industry: the case of
Turkish customers ", Management Research News, Vol. 32 No. 10, p. 934.
Crie, D. (2003), Consumers' complaint behaviour. Taxonomy, typology and determinants:
Towards a unified ontology, Journal of Database Marketing & Customer Strategy
Management, Vol, 11 No. 1, p. 60.
Taghizadeh, H. and Panahi, K. (2013), A comparative study of complaint behavior of
loyal customers versus first customers, European Online Journal of Natural and
Social Sciences, Vol.1 No. 3, p. 331 & 333.
Levesque, T. and McDougall, G. (2000), Service problems and recovery strategies: An
experiment, Revue Canadienne des Sciences de l'Administration, Vol. 17 No. 1, p.
28.
Levesque, T. and McDougall, G. (1996), Customer dissatisfaction: The relationship
between types of problems and customer response, Revue Canadienne des Sciences
de l'Administration, Vol. 13 No. 3, p. 265-266.
Tronvoll, B. (2007), Customer complaint behavior from the perspective of the servicedominant logic of marketing, Managing Service Quality, Vol. 17 No. 6, p. 602.
Harris, G. and Mowen, C. (2001), The influence of cardinal-, central-, and surface-level
personality traits on consumers' bargaining and complaint intentions Psychology &
Marketing, Vol 18. No.11 ,p. 1156.

You might also like