Konsep AIDAS (SATISFACTION) dalam Manajemen Pemasaran || Cikgu Syahda

Summary

The transcript explores the concept of consumer satisfaction in various businesses, focusing on the difference between consumer expectations and actual experiences. It uses real-life examples, such as food, health products, and transportation, to illustrate how satisfaction can be subjective and vary among individuals. The speaker emphasizes the importance of businesses, regardless of size, gathering feedback from customers to continuously improve their services and retain loyalty. Through examples, it shows that understanding consumer satisfaction is vital for sustaining long-term success, especially in challenging times like the pandemic.

Takeaways

• 😀 Consumer satisfaction is dynamic and changes over time, influenced by expectations and actual experiences.
• 😀 A simple formula for satisfaction is: Satisfaction = Perceived Outcome / Expected Outcome.
• 😀 Discrepancy between what consumers expect and what they experience can lead to dissatisfaction.
• 😀 Real-world examples like 'susu beruang' (bear milk) and herbal coffee show how consumer expectations might differ from their actual experience.
• 😀 Not all consumers will have the same satisfaction, as individual preferences and tolerances vary.
• 😀 Businesses should regularly collect consumer feedback, as it is a valuable tool for understanding satisfaction.
• 😀 Even businesses that are successful today must continue to assess consumer satisfaction to remain competitive.
• 😀 Satisfaction surveys or feedback forms are essential for businesses, regardless of their size, to ensure they are meeting customer expectations.
• 😀 Factors outside of the product or service, such as the environment (e.g., smoking areas), can impact customer satisfaction.
• 😀 Even in a competitive environment, such as the travel or food industry, businesses must balance affordability with customer experience to retain consumer trust.
• 😀 Businesses should focus on building long-term relationships with customers by prioritizing satisfaction and making improvements based on feedback.

Q & A

What is the core concept of consumer satisfaction discussed in the script?

The core concept of consumer satisfaction discussed in the script is the difference between what a consumer expects to receive from a transaction or experience and what they actually receive. Satisfaction occurs when the consumer's expectations align with or are exceeded by their experience.

How does the speaker define satisfaction in the context of consumer experience?

The speaker defines satisfaction simply as the result of what the consumer expects (P) versus what they actually get (T). If P is greater than T, the consumer feels satisfied; if T exceeds P, they feel dissatisfied.

What example is given to explain the difference between expectations and reality in consumer satisfaction?

An example given is the consumption of a particular brand of milk, where consumers expect health benefits, but after drinking, they experience adverse effects like frequent bathroom visits. This shows how reality can differ from expectations, leading to dissatisfaction.

Why is consumer feedback important in maintaining satisfaction?

Consumer feedback is crucial because it helps businesses understand whether their customers are satisfied with their product or service. By collecting feedback, businesses can identify areas of improvement and better meet consumer expectations, which is key to maintaining customer loyalty.

What are the potential outcomes if businesses do not gather consumer feedback?

If businesses do not gather consumer feedback, they risk losing touch with consumer expectations and may fail to identify issues that could lead to dissatisfaction. This could result in a decline in customer retention and ultimately harm the business’s reputation and growth.

How can small businesses measure consumer satisfaction according to the script?

Small businesses can measure consumer satisfaction by asking customers to fill out surveys or answer questions after their purchase or experience. This allows businesses to assess whether customers are happy with the product or service provided and identify areas for improvement.

What role does consumer perception play in satisfaction, according to the script?

Consumer perception plays a significant role in satisfaction. Different consumers may have varying perceptions of the same product or service, which means satisfaction is highly subjective. For example, one consumer might enjoy a meal while another finds it lacking, even though they consumed the same dish.

Can consumer satisfaction change over time, and why?

Yes, consumer satisfaction can change over time. The speaker highlights that consumer satisfaction is not static and can vary based on circumstances, consumer mood, or other factors. Therefore, businesses must continuously monitor satisfaction to ensure they meet changing consumer expectations.

What impact can small issues in service have on consumer satisfaction?

Small issues in service, like slow response times or poor communication, can significantly affect consumer satisfaction. For instance, if a customer has to wait too long for service or receives inadequate attention, it can lead to dissatisfaction, even if other aspects of the service are good.

How does competition affect consumer satisfaction in the context of services like bus transportation?

Competition affects consumer satisfaction because even if a service offers competitive prices and good quality, small issues (e.g., smoking areas affecting non-smokers) can lead to dissatisfaction. As competition increases, consumers will seek services that better meet their needs, and small problems can drive them to switch providers.