RISTANTI, VIVI (2010) PENGARUH DIMENSI KUALITAS PELAYANAN DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN PADA PT. CAHAYA BUANA BARU. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Although the performance of services is done at an operative level, understanding the application of service quality measures has become the center of attention for the strategic, tactical, and operative business activities of companies. To materialize it, companies always do some action to enhance their quality service and catch the customer insight to win the competition with offer the good service to fulfill a costumer desire and make costumer become more loyal for them. Therefore, research needs to be conducted to identify those issues. This research examines the effect between service quality variable, satisfied and customer loyalty to PT. Cahaya Buana Baru. This Research is a quantitative explanative in nature. The five dimensions of SERVQUAL of Parasuraman’ concepts which include tangible, reliability, responsiveness, assurance and empathy were developed. The questionnaire was distributed to customers of PT. Cahaya Buana Baru. Both primary and secondary data were obtained. Secondary data were obtained from various sources such as journal, and books. Primary data were obtained by using questionnaire. Using accidental sampling technique, a total of 88 responses were obtained. Data were examined using both descriptive and statistical analysis such as validity and reliability test, normality, F test, t test, linear regression analysis,. Using path analysis, it was found that empathy has influence on satisfaction and loyalty. Furthermore, guarantee and satisfaction have influence on loyalty. The researcher suggests that providing customer service training to employees, especially front liner employees, on a regular basis.Meskipun kinerja pelayanan telah dilakukan dengan baik pada tingkat operasi, namun pemahaman tentang penerapan pengukuran kualitas pelayanan telah menjadi pusat perhatian untuk kegiatan bisnis pada tingkat strategis, taktis, dan operasional perusahaan. Untuk mewujudkan hal tersebut, maka perusahaan melakukan beberapa tindakan untuk meningkatkan kualitas pelayanan dan mengetahui keinginan pelanggan sehingga dapat memenangkan persaingan dengan menawarkan layanan yang baik untuk memenuhi keinginan pelanggan serta membuat pelanggan menjadi lebih setia terhadap perusahaan. Oleh karena itu, penelitian perlu dilakukan untuk mengidentifikasi isu – isu tersebut. Penelitian ini bertujuan untuk meneliti pengaruh antara variabel kualitas pelayanan, kepuasan, dan loyalitas pelanggan pada PT. Cahaya Buana Baru. Penelitian ini merupakan penelitian kuantitatif eksplanatif. Digunakan Lima konsep SERVQUAL dari Parasuraman yaitu bukti fisik, reliabilitas, daya tanggap, jaminan dan empati. Pengisian kuesioner dilakukan oleh pelanggan PT. Cahaya Buana Baru. Data diperoleh baik secara primer maupun sekunder. Secara primer data diperoleh dari kuesioner. Sedangkan data sekunder diperoleh dari berbagai sumber, seperti jurnal dan buku. Penelitian dilakukan dengan menggunakan teknik aksidental sampling, dengan 88 sampel. Data diperiksa menggunakan analisis statistik dan deskriptif, seperti: tes validitas dan reliabilitas, normalitas, uji F, uji t dan analisis regresi linear. Dengan menggunakan analisis jalur, ditemukan bahwa empati berpengaruh terhadap kepuasan dan loyalitas. Selain itu, jaminan dan kepuasan berpengaruh terhadap loyalitas. Peneliti menyarankan untuk memberikan pelatihan tentang “customer service” kepada karyawan, khususnya karyawan front liner secara berkala.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-002 |
| NIM/NIDN Creators: | 55107120026 |
| Uncontrolled Keywords: | MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 23 May 2022 06:16 |
| Last Modified: | 11 Feb 2023 03:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/61547 |
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