PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA PADA LOYALITAS DAN WORDS OF MOUTH

PENGARUH  KUALITAS LAYANAN  TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA PADA LOYALITAS DAN WORDS OF MOUTH

 

Rani Puspa 1

1,Jurusan Manajemen Sekolah Tinggi Ilmu Ekonomi Bina Bangsa Banten

 

ABSTRACT

Service quality is a focused evaluation that reflectsthe customer perception’s of specific dimensions of service: reliability, responsiveness, assurance, emphaty, tangibles. This study examined the effect of service quality on customer satisfaction, as well as its impact on customer loyalty, and words of mouth. This study is based on the fast growing of modern stores such as Alfamart and Indomaret in the Yogyakarta area. Therefore, the purpose of this study is to determine which dimensions of service quality that affects customer satisfaction, how they affect customer loyalty, and words of mouth.

150 customers who shopped at Alfamart and Indomaret participated in this research. Data was analyzed with structural equation modelling. This study has several findings. First, four of five dimensions of service quality (reliability, responsiveness, assurance, and empathy) has positive influence to customer satisfaction. Second, customer satisfaction has positive influence to customer loyalty, but has no influence to words of mouth. Third, customer loyalty has positive influence to words of mouth.


Keywords: Service quality, customer satisfaction, customer loyalty, words of mouth

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