Keep Customers

According to Webster's 1928 Dictionary in Hamdani (2006: 143) the customer is: "Someone who several times came to the same place to buy an item or equipment".According Irawan (2004: 1) argued that: "Customer is the most important person in the company." While Rangkuti (2006: 318) argued that:"Customers are people who consume or use products or services. A person can be called a customer without the need to buy a product or service, but simply simply consume or use the product or service. "Customer does not depend on us, but we depend on it. Customers never interfere with our work, because he is the purpose of our work.

In this era of globalization business competition becomes very difficult, both in domestic market (national) and in international / global market. If we want to win the competition, the company must be able to provide satisfaction to its customers, for example by providing better quality products, cheaper price, faster product delivery and better service than its competitors. The customer is an individual or group purchasing physical products or services in considering various factors such as price, quality, place, service and so on. (greenberg: 2010). But it is two important things that is very important for consumers yes it knows habit of consumers and improving the quality of services and goods.

Consumer behavior is the study if the individuals, groups or organizations, and the processes that use  the services, experiences, and the impacts that the consumer has on the consumer and society. (Hawkins, best, and corney (20007:6).Similarly, schiffman and kanuk (2007) argue that consumer behavior is a study that examines how people make decisions to spend available and available resources for (time, money and effort) to get the goods or services that will be consumed .
            

A lot of benefits gained by understanding consumer behavior one of which can measure customer satisfaction. Another benefit of studying consumer behavior for the company is allowing the company to understand exactly the needs and wants of its customers so that it can help them to satisfy their customers, apply marketing strategies and expand their legitimacy to society (sheth & mittal: 2004). understanding of consumer behavior is very important for companies in creating superior value of products or services offered and formulate appropriate marketing strategies, so as to satisfy customers.

Improving the quality of company. What is quality? Quality is combinatiom of characteristics of product or service that bear on its ability to statisfy stated or implied needs. we need to create value in production process by taking into account three key point . 

First, forms utility namely production activities made products available for customers with a way turning raw materials and human domain experts to be a goods and services .Second is time utility , production deliver more values to customers by means of made products goods and services are available at the customers requiring or want it. Last, place utility namely production provide more values to customers in terms of access by means of made products goods or services available in locations affordable or cozy place for customers .

Evaluation . After buying, consumers will evaluate the buyer's decision and actions in purchasing the product. If consumers assess the performance of products and services provided equal to or exceed the expected, then consumers will be satisfied and the opposite happens if less expected fari then the consumer is not satisfied. Satisfaction and will have no effect on subsequent behavior. 

If the consumer is satisfied then he will show a postitive attitude towards the product or service received. And it is possible to buy the product or service again even there is the possibility to recommend to relatives both orally and socially. Conversely, if disappointed then will act negatively. This will be bad for keeping customers.

Therefore we can do three things is to understand the habits customer, improve quality and evaluate. The three things above is the outline we can develop it according to the company we need.

References :

Mulyadi N,  "PERILAKU KONSUMEN Dalam Prespektif Kewirausahaan". 2012. Bandung:Alfabeta, CV