THE ANALYSIS SERVICE QUALITY INFLUENCE TOWARD CUSTOMER SATISFACTION IN BAKSO KEPALA SAPI BRANCH MUTIARA GADING TIMUR

Abstract

The purpose of this research is to analyse the service quality and customer satisfaction at bakso kepala sapi, including male and female customers at bakso kepala sapi and want to find out what the customer decision about the satisfaction after they came and analyses the service quality also. There has been argued by previous researchers that customer satisfaction is the key to a company to survive in tough competition, even customer satisfaction can contributes significantly to a company success. Based on that case, this study is going to examine the Analysis of service quality and customer satisfaction in Bakso Kepala Sapi. By using dimension of service quality which are (tangible, reliability, responsiveness, assurance and empathy), the writer can analyze what are the dominant influence on customer satisfaction. This research was design using quantitative research, which involves analysis of numerical data in attempt to explain the matters observed. This research is using questionnaire to collect the data. The questionnaire was spread to 102 respondents of bakso kepala sapi customers in order to get more precise information to answer the matters observed. Likert scale is used to measure the data; it is by collect entire statement that has connection with investigated problems. Based on the multiple regression analysis, the result of this study shows that customer satisfaction significantly analyzes the service quality and customer satisfaction. This means that the more customers who are satisfied, the more that customer will be likely to stay with the same company. However, quality is the main factor that analyzes to get customer satisfaction. This means that customer has met their expectation on the product they have purchased. Company it is better to keep customer satisfied by providing better services and quality of the product to meet customer’s expectation. Because of that, Franchise Bakso Kepala Sapi should always control the services that has been done and will be done in order to create an effective service. The effective services will affect to increase the sales and be a market leader.