HUBUNGAN ANTARA PEMASARAN JASA, KEPUASAN, DAN LOYALITAS KONSUMEN

Abstract

The progress of the current world economy more conducive to the growthof service sector, where the services marketing becoming more important in recendecades along with more tight the competition. There is direct involvement ofconsumers in the process of services production need to be considered by serviceproviders. Thus, the method to increase customer satisfaction is more required.Description of customer satisfaction that is widely used today is an evaluation ofcustomers' perceived the goods as well as services with their expected. Review froma large number relevant literature showed some evidences that the central ofcustomer satisfaction is quality. Customer satisfaction measures the extent to whichcustomer expectations can be met by transactions done. Therefore, it expected thasatisfied customers' would be loyal customers so. On the other hand, customerloyalty measure the tendency of how customers' willing to do repeat buying andextent of their activity as a partner to provide recommendations to others.