ANALISIS FOCUS GROUP UNTUK MENDETEKSI DOMAIN CUSTOMER DELIGHT

Sri Raharso(1*), Sholihati Amalia(2)

(1) Jurusan Administrasi Niaga Politeknik Negeri Bandung
(2) Jurusan Administrasi Niaga Politeknik Negeri Bandung
(*) Corresponding Author

Abstract

At the moment customer satisfaction represent norm obliged to given by every organization.
Besides, research proves that satisfaction unable to guarantee the happening of customer loyalty.
Delight believed by practitioner and academician as construct, which can guarantee customer
loyalty. Unhappily, till now research for searching the domain of delight still very rare. This
research tries to search that domain with qualitative technique. Results of focus group yield five
variables becoming delight domain that are: justice, esteem, security, trust, and variety.

Keywords

satisfaction, customer loyalty, delight, focus group

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DOI: 10.23917/benefit.v9i1.1208

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