ANALYSIS OF SERVICE QUALITY TOWARD CUSTOMER SATISFACTION (A CASE STUDY OF “SAMBARA” SUNDANESE RESTAURANT AND “SEDERHANA” PADANGNESE RESTAURANT)

Abstract

Indonesian culinary varies from West to East Indonesian culinary. The concept of culinary is made attractively to attract customers to come. No wonder, each restaurant always initiatives to build something innovative in making their own concepts. Especially menus served are very interesting to follow, Sundanese and Padangnese menus. To get an image on quality, both Sundanese and Padangnese restaurants have focused on quality service to attract many customers and potential visitors to come and taste the menus served. Without good service quality, a restaurant cannot build and maintain customer relationship which is the key of getting success in business. To satisfy customers’ needs, both Sundanese and Padangnese restaurants should know how to cover and satisfy them to get distinctively higher market share and better returns.

The researcher uses primary data to acquire the data needed to analyze service quality toward customer satisfaction both simultaneously and partially, and to find out which is the most dominant toward customer satisfaction in both “Sambara” Sundanese Restaurant and “Sederhana” Padangnese Restaurant. Questionnaire is distributed to 30 respondents for “Sambara” Sundanese Restaurant and another 30 ones for “Sederhana” Padangnese Restaurant. The research shows that variable assurance of service quality is dominant toward customer satisfaction in both restaurants.

As the conclusion, there is a correlation between service quality toward customer satisfaction simultaneously in both restaurants which can be seen from F-test (0.000) < F-table (0.05). Furthermore, partially there is a correlation between service quality toward customer satisfaction in both restaurants in which t-test > t-table. As the recommendation, the researcher provides some information for both restaurants to put more attention to the findings of this research. This research also provides opportunities for further research regarding to the service quality in both restaurants.