Customer Services

Services are specified on a continuum of search, experience, or credence

attributes, based on different customers that evaluate each type in different ways
(Ostrom & Iacobucci, 1995) (Fornell, 1992) noted that service types vary in how
satisfaction affects customer loyalty, whereas (Jones & Sasser, 1995) revealed that
the strength of the relationship between satisfaction and loyalty depends upon the
competitive structure of the industry. Customer services can be defined as a process
of ensuring customer satisfaction with a product or services. Customer services take
place while performing a transaction for the customer, such as making a sale or
returning an item. Customer service can take the form of an in-person interaction, a
phone call, and self-services or by other means. Based on our research, Young
Customer Determinant on Purchasing Labuan Duty Free Chocolates towards
Satisfaction, we focus on their services towards the customer which means what
kind of services they offered to their customers. Services also can be one of the
reasons to attract customers to buy the chocolates.
Customer satisfaction generally means customer reaction to the state of
fulfillment, and customer judgment of the fulfilled state (Oliver, 1997). According to
(Zeithamal & Bitner, 1996) the main factor that determining the customer
satisfaction is the customers own perceptions of service quality. There is variety
types of services provided in different Labuan duty free chocolate shops. For
example, when we went into the Labuan duty free chocolates shops, there is some
workers did say some greeting or welcoming their customers and some are not.
Some workers did have a good characteristic which is friendly, speak politely,
respect their customer and treat their customer nicely.
Other types of services is the workers always up to date about the chocolate
products in terms of the flavor or the total of the product which is if the product is
almost decreasing or run out of stock, then the workers have to refill it back so that
the customers easily pick it up and buy it. If the Labuan duty free chocolates shops
have a variety brand of chocolates and flavors, it can attract the customers to buy.
For example, when a young customer enters the chocolates shops, they will be
attract to the chocolates and interested to buy more than they plan.

Besides that, we can see there are many workers in there waiting to help
their customers. For example, when we walk in or walk around in the Labuan duty
free chocolate shop, the workers will ask the customers if there is anything that
they can help whether to help them on find their chocolates products or pick up the
goods to their car. Even though, the workers are busy arranged the chocolates
products, the workers still treat the customers. This shows that the workers do care
and put the customer first rather than others things. For example, when the
customers came in and search the chocolates meanwhile the workers is busy
handling the chocolates products but the workers willingly to stop for a while to
serve the customer and give full attention and cooperation

to their customers.

However, some Labuan duty free chocolates shops workers didnt treat their
customers well and just watch the customers from far away. Sometimes, there is a
customer who does like the workers to follow and help them but, there is also a
customer who likes to find their chocolates products by themselves.
The way of the communication also part of customers services which is how
the workers communicate with the customers when they need help or when they
asking any question to them. The best workers are the workers who communicate
or reply politely, patiently, nicely and softly to their customers. As for example, the
good workers will treat their customers nicely or show the place when we ask the
workers that we dont know where to find the chocolates products.
Through services, we can conclude that most of people buy and eat
chocolate. If the chocolate shops give the customers best quality of chocolate
products and great service, the possibility for customer to purchase the chocolate at
that shop is higher. Plus, if the services given to the customer meet the customer
satisfactions, the company might gain more loyalty customers.
H4

Customers

services

have

positive

chocolate and fulfilled the customer satisfactions.

influence

on

purchasing

the

Bibliography
Fornell, C. (1992). A national customer satisfaction barometer: the Swedish
experience. 56 No. 1, 621.
Jones, T., & Sasser, W. E. (1995). Why satisfied customers defect. 73 No. 6, 8899.
Oliver, R. (1997). Satisfaction: A behavioral perspective on the consumer.
Ostrom, A., & Iacobucci, D. (1995). Consumer tradeoffs and evaluation of services.
59 No. 1, 17-28.
Zeithamal, V. A., & Bitner, M. J. (1996). Services marketing.