The business world is one of the world’s most dynamic, first when marketing is centered on the product. Has now been changed and make the consumer becomes the center of the commitment for a company to grow.
In the development business, we know the term “competitive advantage” that was introduced by Michael Porter and described with so Complete in Five Force Theory developed by him. In theory there are five main things that should be addressed: Threat of New Entrants, Threat of Substitution Product, Power of Buyer, Power of Supplier, and Competitive Rivalry. He saw that external factors become most important part in finding things that can be used as a competitive advantage.
Furthermore, Michael Porter developed a generic strategy theory is based on preliminary analysis of five forces view of theory, where the Generic Strategy consists of three approaches, namely the first Cost Leadership, Differentiation, and Focus. All three of them that are expressed by him as the first step to achieve competitive advantage. But can we look at this with the competition is getting tighter, in the sense that the barrier to entry low, lush growth, investment is growing rapidly, particularly in the domestic market in Indonesia create competitive advantage is not enough just to attend one of the three generic strategy described above.
Some companies take measurements in a more complex and generally refers to a concept of customer satisfaction. Without a clear concept of customer satisfaction, it is very difficult to operationalize satisfaction index calculation.
Customer service is the service received by consumers before, during, and after the purchase. This is the main factor that also determines customer satisfaction and value that provided, besides the quality of the product itself.
