THE DOMINANT FACTORS OF SERVICE QUALITY BASED ON COSTUMER'S PURCHASE DECISION IN WALL STREET INSTITUTE

Abstract

Wall Street Institute is the premier source for English instruction for individuals and corporate clients around the world. Wall Street Institute has provided instruction to over 2 million students with a current enrolment of 160,000 people across its over 400 centers in 26 countries in Africa, Asia, Europe, Latin America, and the Middle East. According to Kotler & Armstrong (2004), service quality will always vary, depending on the interactions between employees and customers. Good service can change dissatisfied customers into a satisfied one. This research has been conducted in order to improve the service and minimize the complaint by find out which factors that influence the customers so much through Parasuraman et al. (1995) five dimension which are Tangible, Reliable, Empathy, Responsiveness, and Assurance. The area of the research is limited to Wall Street Institute La Piazza Jakarta, Indonesia. This research is only based on customer’s perception and not investigates other elements of Wall Street Institute. This research was designed using quantitative research with using questionnaires to collect the primary data and simple random sampling technique. The method was used to explain the results by using Analysis Factors and Microsoft Office Excel 2007.