THE DOMINANT FACTOR OF SERVICE QUALITY TOWARDS CUSTOMER SATISFACTION AT SUSHI XYZ KELAPA GADING

Abstract

The restaurant industry is a sector that requires high level of service and continuing quality improvement. In today‘s competitive environment, delivering high quality service is the key for a sustainable competitive advantage for a restaurant which can result the satisfaction of the customer. This research is aiming to identify the dominant factor of service quality toward customer satisfaction at Sushi XYZ. The researcher used quantitative research and used questionnaires to collect the primary data. The method was used to explain the results by using factor analysis and SPSS 20.0. This research resulted in the identification of which dominant factors of service quality contribute to Sushi XYZ in improving its service and which factor of service quality in Sushi XYZ should be improved. The conclusion of this research there are two dominant factors of service quality towards customer satisfaction, ‗maintain the good appearance and accuracy aspect’ and ‗atmosphere of the restaurant and awareness of the quick response’ To improve the performance of these factors the management could conduct some effective training sessions for employee so that the employee can work more professionally and serve each customer more satisfyingly.