THE INFLUENCE OF SERVICE QUALITY TOWARDS CUSTOMER LOYALTY AT PAPA RON’S PIZZA CIKARANG

Abstract

Service quality can be a key to make one company successes. Sometime there are many companies have difficulties in keeping their customer and make them loyal to buy their product or service. It can be and big possibility because of the service that given by the company. The customer dissatisfied with the service and tends to find another company which give better product or service although with same product or service. This research has proposed to analyze the influence of service quality which is consist of tangible, empathy, assurance, reliability, and responsiveness towards customer loyalty at Papa Ron’s Pizza Cikarang. The purpose of this research also to know there is an influence of service quality variables partially and simultaneously towards customer loyalty. This research used quantitative research method, and in collecting data, researcher constructs questionnaire and spread it to 174 customers of Papa Ron’s Pizza Cikarang. In analyzing the data, researcher used multiple regression method and process with SPSS windows version 15.0. The result of this research shows Tcount of each variable, tangible are 5.320, empathy are 6.460, assurance are 5.151, reliability are 9.139, and responsiveness are 5.998, whereas Ttable with significant level α=5% are 1.974. It indicates that Tcount > Ttable, means that partially service quality variables are significantly influence customer loyalty. Then from simultaneously testing, researcher got Fcount with value 56.220, whereas Ftable with significant level α=5% are 2.27. It indicates that Fcount > Ftable, means that simultaneously service quality variables are significantly influence customer loyalty. Hence, researcher gives suggestion to management of Papa Ron’s Pizza Cikarang to pay more attention to increase service quality and customer satisfaction because this factor is the most dominant factor to build customer loyalty.