Manajemen Layanan dan Operasi

Dr. Maya Ariyanti

Fakultas Ekonomi dan Bisnis
School Economics and Business

Chapter 2
Customer

2 Creating the great business leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

Learning Objectives
• Customer
• Customer and Their Need
• Customer behavior
• A consumer decision model
• Unique aspect of service purchased
• A cultural profile of global customer
• A look into future
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Fakultas Ekonomi dan Bisnis
School Economics and Business

• a person or organization that buys goods or

services from a store or business.
• the most important person ever in this company
Customer • not dependent on us, we are dependent on him
• not an interruption of our work, he is the
purpose of it

Excerpt From: Haksever, Cengiz. “Service Management: An Integrated Approach to Supply Chain Management and Operations (FT Press
Operations Management).” Apple Books.

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Hierarchy Maslow
1. Physiological needs - these are biological requirements for human survival, e.g. air,
food, drink, shelter, clothing, warmth, sex, sleep.
2. Safety needs - Once an individual’s physiological needs are satisfied, the needs for
security and safety become salient. People want to experience order, predictability
and control in their lives. These needs can be fulfilled by the family and society (e.g.
police, schools, business and medical care).
Customer & 3. Love and belongingness needs - after physiological and safety needs have been
fulfilled, the third level of human needs is social and involves feelings of

Their Needs 4.
belongingness. The need for interpersonal relationships motivates behavior
Esteem needs are the fourth level in Maslow’s hierarchy - which Maslow classified
into two categories: (i) esteem for oneself (dignity, achievement, mastery,
independence) and (ii) the desire for reputation or respect from others (e.g., status,
prestige).
5. Self-actualization needs are the highest level in Maslow's hierarchy, and refer to
the realization of a person's potential, self-fulfillment, seeking personal growth and
peak experiences. Maslow (1943) describes this level as the desire to accomplish
everything that one can, to become the most that one can be.

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Fakultas Ekonomi dan Bisnis
School Economics and Business

the study of how people make decisions about

what they buy, want, need, or act in regards to a
product, service, or company. It is critical to
Customer understand consumer behavior to know how
potential customers will respond to a new
Behavior product or service. It also helps companies
identify opportunities that are not currently
met.

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Fakultas Ekonomi dan Bisnis
School Economics and Business

External influences are forces outside an

individual’s sphere of influence that nevertheless
form the environment in which he operates.
Consequently, these forces influence the way the
External individual lives, perceives the world around him,
thinks, and makes decisions, including purchase
Influences decisions. There include : Culture, Values,
Demographic, Social Status, References Groups,
House Hold, Marketing Activities.

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Fakultas Ekonomi dan Bisnis
School Economics and Business

“Culture is the personality of a society, and for that reason influences almost anything we do or
how we think. Culture is learned and is not static; it changes over time, usually slowly. ”
“Values are part of our culture learned from parents, family, religious organizations, school, and the
environment in which we live.”
“Demographic are Statistical characteristics such as age, sex, education, income, occupation,
distribution, and density of population make the demographics of a society. ”

External “Social status is the position of an individual relative to the rest of the population in terms of some
measurable demographic characteristics, such as education, occupation, and income.”

Influences “A group is a collection of two or more people. Groups are formed because people with similar
interests, objectives, values, or beliefs want to relate to each other, exchange information, or work
toward common goals. Groups that influence consumers’ purchase decisions are called consumer
reference groups.”
“Households with two or more people are important both as reference groups and as consumption
units.”
“Marketing activities focus on building and maintaining relationships with customers that will
benefit both sides. They interact with both external and internal factors.”

8 Creating the great business leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

Influences that originate within an individual’s

Internal body, or mind, are called internal influences.
Include : Emotions, Personality, Perception,
Influences Motives and Learning

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Fakultas Ekonomi dan Bisnis
School Economics and Business

“Emotions are strong and uncontrollable feelings that are generally

triggered by outside events. Fear, anger, joy, sadness, acceptance, disgust,
expectancy, and surprise are considered basic emotions.”
“Personality is the whole set of psychological characteristics that
distinguishes an individual. It is believed that personality plays an
important role in an individual’s purchase decisions and the way she
responds to advertising messages.”

Internal “A motive is an inner force, created by a need or desire that stimulates

and compels a person to act. This inner force usually emerges as a result

Influences of an unsatisfied need; consequently, the individual engages in behavior

to reduce the tension created by the unfulfilled need. ”
“Perception is how we see the world around us. It is a process through
which we select, organize, and make sense of stimuli from our
environment.”
“Learning can be defined as the process through which humans acquire
knowledge, which leads to a change in the long-term memory. ”

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Fakultas Ekonomi dan Bisnis
School Economics and Business

1. “Need recognition and information search—When a consumer realizes that a need

exists, the satisfaction of that need becomes the consumer’s problem. “If the
problem can be solved with the purchase of a good and/or service, the consumer
“decision process begins. First, the consumer searches for relevant information. Two
types of information are needed; information for developing criteria for an effective
decision and information on the existing brands. The time spent by the consumer in
this stage varies and depends on the nature of the need. ”

Consumer 2. “Evaluation and selection—Consumers need criteria to select the good or service
that will satisfy their needs. They also need to narrow the choices down to a
manageable size. This is necessary because most consumers have limited time,

Decision
energy, and capacity to process information. The resulting set of alternatives, or
brands, is known as the evoked set. ”
3. “Choice of service outlet and purchase—In many cases, selection of the service and

Making 4.
the service organization are concurrent decisions. In other cases the consumer has
to select where to buy the selected brand.”
“Postpurchase processes—After the purchase and use of the good or service, one of

Process the following possible outcomes will occur: (1) the performance confirms the
expectations of the consumer, leading to a neutral feeling of satisfaction; (2) the
performance exceeds expectations and the customer is delighted, which is known as
positive disconfirmation; or (3) the performance is below the expectations, the
customer is not satisfied, which is known as negative disconfirmation. Repeat
purchase is most likely when positive disconfirmation or a neutral feeling is the
result. Consumers engage in more postpurchase evaluation and information seeking
with services than with goods. ”

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Unique aspect to purchase

• Different Criteria, three properties consumers use in evaluation :
1. Search qualities
2. Experience qualities
3. Credence qualities
• Different Sources of Information. There are five basic sources of information:
• memory (personal experiences),
• personal sources (friends and family),
• independent sources (consumer groups),
• marketing sources (sales personnel and advertising), and
• experiential sources (inspection or trial use).
• A Smaller Evoked Set
• Brand Switching and Repeat Purchase Behavior
• Risk Perception

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Fakultas Ekonomi dan Bisnis
School Economics and Business

13

1. Achievement and success

2. Activity
3. Efficiency & Practicality

A Cultural 4.
5.
Progress
Material Comfort
Profile of 6. Individualism

Global 7.
8.
Freedom
External Confirmity
Customers 9. Humanitarism
10. Youthfullness
11. Fitness and Health

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Fakultas Ekonomi dan Bisnis
School Economics and Business

A look into future

• Age distribution
• Household
• Education, Occupation, and Income

14
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Fakultas Ekonomi dan Bisnis
School Economics and Business

Thank You

15 Creating the great business leaders