The effect of service quality towards customer loyalty at cv seribu satu food industry in stabat north sumatera

Dewi, Letisia (2019) The effect of service quality towards customer loyalty at cv seribu satu food industry in stabat north sumatera. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

With today’s increasingly fierce competition in the service industry, companies need to pay attention on its service quality. The purpose of doing this research is to find out how much the influence of service quality on customer loyalty conducted at CV Seribu Satu Food Industry. This research used theories about service quality and customer loyalty. The framework of this research is to figure out the relationship between service quality and customer loyalty.The data collection technique used in this study includes quantitative, descriptive, and correlation approach, which involved questionnaires distribution. Moreover, the writer used convenience sampling technique, by which this method is extremely speedy, easy, readily available, and cost effective, causing it to be an attractive option to most researchers.Questionnaires were distributed to CV Seribu Satu Food Industry with the samples of 89 customers. The data collected are considered valid, reliable, normal and linear. Based on the results of the research, it was stated that simple linear regression showed equation of Y = 3.801 + 0.674X, which means that service quality has a straight relationship with customer loyalty. When the service quality increases, the customer loyalty will also increase.At the end of the research, the research showed that service quality has impact towards customer loyalty at CV Seribu Satu Food Industry. On correlation test, the result showed that the variable had a positive impact towards other, in which the determination test stated that it had 40.2% of effect. The recommendation from the writer for the next researcher is to explain more about other factors that impact customer loyalty

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