SYARIF, MUHAMMAD (2021) PENGARUH GAYA KOMUNIKASI MELALUI CUSTOMER ORIENTATION OF SERVICE EMPLOYEE TERHADAP DEDICATIONAL BEHAVIOUR (Studi pada Swiss-Belhotel Pondok Indah). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The hotel industry is a service industry that combines products and services. While the services sold are the hospitality and skills of hotel employees in serving their customers. In the hospitality industry direct interaction occurs most often between customers or guests and the receptionist. The interaction between guests and receptionists is the first impression and produces a certain impression for guests and affects the satisfaction of hotel guests. In this study, the communication style that predicts based on the research results of the attractiveness of a communicator consists of 3 (three) best communication styles based on the results of Norton's research in (Kang & Hyun, 2012) while the three are attentive, friendly, and relaxed. The positivism social science paradigm is the basis of this research. The approach used in this research is quantitative. Based on the objectives, this research is included in descriptive research. This study involved 350 customers or guests of Swiss-Belhotel Pondok Indah in 2020. The sampling technique used nonprobability sampling with purposive random sampling type. The data analysis technique used is the Structural Equation Method (SEM) method. The results of the engagement hypothesis test between communication styles show that the three are mutually influential. The test is carried out starting with attentiveness, having an influence on friendly and vice versa, it means that the assumption is accepted. Likewise, with friendly and relax, so the friendly hypothesis has an influence on relax and vice versa is accepted and also the attentive hypothesis has an influence on relax and vice versa. In conclusion, attentive communication style has the greatest influence on COSE and COSE has an influence on dedicational behavior. The implication is the influence of the communication style through the employee's customer orientation of service on the dedicational behavior at Swiss-Belhotel Pondok Indah. Keywords: communication style, customer orientation of service employee, dedicational behavior. structural equation method Industri perhotelan adalah industri jasa yang memadukan antara produk dan layanan. Sedangkan layanan yang dijual adalah keramah-tamahan dan keterampilan karyawan hotel dalam melayani pelanggannya. Dalam industri perhotelan interaksi langsung paling sering terjadi antara pelanggan atau tamu dengan resepsionis. Interaksi antara tamu dengan resepsionis merupakan impresi pertama dan menghasilkan kesan tertentu bagi tamu serta berpengaruh kepada kepuasan tamu hotel. Dalam penelitian ini gaya komunikasi yang memprediksi berdasarkan hasil penelitian daya tarik seorang komunikator yang terdiri dari 3 (tiga) gaya komunikasi terbaik berdasarkan hasil penelitian Norton dalam (Kang & Hyun, 2012) adapun ketiganya yakni attentive, friendly, and relax. Paradigma ilmu sosial positivisme menjadi landasan penelitian ini. Pendekatan yang digunakan dalam penelitian ini bersifat kuantitatif. Berdasarkan tujuan, penelitian ini termasuk ke dalam penelitian deskriptif. Penelitian ini melibatkan seluruh pelanggan atau tamu Swiss-Belhotel Pondok Indah sebanyak 350 pada tahun 2020. Teknik penarikan sampel menggunakan teknik nonprobability sampling dengan jenis purposive random sampling. Teknik analisis data yang digunakan adalah dengan menggunakan metode Structural Equation Method (SEM). Hasil uji hipotesis keterikatan antar gaya komunikasi menujukkan ketiganya saling berpengaruh. Uji dilakukan dimulai dengan attentive memiliki pengaruh terhadap friendly dan sebaliknya artinya dugaan tersebut diterima. Demikian pula dengan friendly dan relax, sehingga hipotesis friendly memiliki pengaruh terhadap relax dan sebaliknya diterima dan juga hipotesis attentive memiliki pengaruh terhadap relax dan sebaliknya. Kesimpulannya gaya komunikasi attentive memiliki pengaruh yang paling besar terhadap COSE dan COSE memiliki pengaruh terhadap dedicational behaviour. Implikasinya terdapat pengaruh gaya komunikasi melalui customer orientation of service employee terhadap dedicational behaviour di Swiss-Belhotel Pondok Indah. Kata kunci: gaya komunikasi, customer orientation of service employee, dedicational behviour, structural equation method
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