The effect of service quality towards customer loyalty at country beerhouse & garden medan

Krystanti, Shierin (2019) The effect of service quality towards customer loyalty at country beerhouse & garden medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays business industry, performing a service will determine the loyalty of the customers. The customers will be satisfied if the services provided by the cafe meet the needs and exceed their standards. Service quality of a cafe must consist of its dimension which are tangibles, reliability, responsiveness, empathy, and assurance. The object of this research is Country Beerhouse & Garden as this cafe is one of the most well-known cafes in Medan. The purpose of this research is to determine the effect of the cafe’s service quality towards customer loyalty. This research is using quantitative method as its research approach. As the data collection method, writer collect the data by distributing a questionnaire to 96 customers from Country Beerhouse & Garden. After collecting the questionnaire result, it continued with questionnaire quality testing such as validity test, reliability test, normality test and hypothesis testing. Determination test result is 0.20 and the result of the simple linear regression test Y=8.065+0.105X, which can be said that the constant value of variable customer loyalty is 8.065, regression coefficient x of 0.105 and the result of t-test is 4.9. The result can be concluded that there are a positive effect on the cafe’s service quality towards customer loyalty at Country Beerhouse & Garden, so Country Beerhouse & Garden can increase their service quality for the customers which will be led to customer loyalty

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