The Effects of Specific and Unconditional Guarantees on Perceived Risk and Customer Satisfaction of Indonesian and Dutch Customers

FARIZAL MULYADI, Dr. J.P. Thomassen

2019 | Skripsi | S1 MANAJEMEN

Penelitian ini dilakukan dengan tujuan untuk mengetahui efek dari unconditional dan specific guarantee terhadap risiko persepsian dan kepuasan pelanggan masyarakat Indonesia dan Belanda. Untuk mengevaluasi efek tersebut, dilakukan sebuah experimental study design dalam penelitian ini. Hasil dari penelitian ini membuktikan bahwa tipe dari service guarantee tidak memiliki pengaruh terhadap risiko persepsian, tetapi memiliki pengaruh terhadap kepuasan pelanggan. Selain itu, efek positif dari specific guarantee terhadap risiko persepsian dan kepuasan pelanggan lebih besar untuk masyarakat Indonesia dibandingkan masyarakat Belanda. Implikasi manajerial dari peneliatian ini adalah: (1) perusahaan dapat menggunakan unconditional guarantee untuk meningkatkan kepuasan pelanggan dan (2) perlu juga untuk menyertakan aspek yang paling penting bagi pelanggan dalam cakupan service guarantee.

This study intends to examine the effects of offering an unconditional and a specific guarantee on perceived risk and satisfaction of Indonesian and Dutch customers. To evaluate the effects, an experimental study design was used for this research. The findings of this study have proven that the type of service guarantees do not have any effect on perceived risk, but it does have an impact on customer satisfaction. Furthermore, the positive effects of a specific guarantee guarantee on perceived risk and customer satisfaction are greater for Indonesian than Dutch customers. The managerial implications are: (1) companies can use unconditional guarantee to increase customer satisfaction and (2) it is necessary to include attributes that are most important for customers in the coverage of the service guarantee.

Kata Kunci : specific guarantee, unconditional guarantee, perceived risk, customer satisfaction, Indonesia, the Netherlands.