Novirani, Dwi and Rukmi, Hendang Setyo and Kurniawan, Dwi and Ariesta, Angga (2015) EVALUATION OF SERVICEQUALITY THROUGH ONE-DIMENSION CULTURE DEVELOPMENT MARKET ORIENTATION. In: Proceeding Indonesia International Conference on Business, Management and Communication 2015, 27-28 Agustus 2015, Makasar, Sulawesi Selatan.

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Abstract

Companies will always exist as long as they care to customers, with a voiceoriented to customers through market-oriented culture. One dimension of market orientation is customer interface, which deals with customers and their voice is requested for a desired quality of service. Quality of service can be seen from the five dimensions of service quality. Further, mapping with IPM, and the result from customer satisfaction is over than three on the fourth scale, which means that the customer theoretically would be satisfied on services of the company, but they were not satisfied, because as compared to the higher service capacity. Result obtained from mapping service quality, is carried boosts quality of service. The first thing is done is customer confirmed by analysis ability to pay (ATP) and willingness to pay (WTP). It turns out customers are willing to raise the price of the service to get their satisfaction. So knowing the voice of customers through one of dimension from developing market culture orientation will be able to improve the effectiveness of service to customers and will have an impact on improving the profitability of the company. Keywords: cultural market orientation, customer interface, quality of service, ability and willingness to pay

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