The influence of service quality towards customer loyalty at Kewin Kitchen Medan

Velia, Velia (2021) The influence of service quality towards customer loyalty at Kewin Kitchen Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Hospitality is defined as the friendly and generous reception and entertainment of guests, visitors, or strangers. It is an industry that provides lodging, food and beverage, and related services for the comfort and enjoyment of travelers and visitor which focused on providing customer with products and services to achieve customer satisfaction and customer loyalty. According to (Solichin et al., 2017), one of the most important elements in determining a business success is service quality. When customers are treated as kings who must be serviced according to their preferences and expectations, service is said to be of high quality. The grade of service provided by restaurants will become increasingly competitive. The best method to acquire customers’ trust is to provides services that meets their expectations. Customers that are satisfied with the service will return and recommend the company to others. The research objectives are to see the influence of service quality towards customer loyalty at Kewin Kitchen and to evaluate those two variables. This research was conducted by using quantitative method. The sampling that the writers use is purposive sampling. The population that uses in this research is Kewin Kitchen Medan’s customers and the sample is 50 samples. Data analysis methods used in this research are validity test, reliability test, descriptive statistic, normality test, linearity test, heteroscedasticity test, linear regression test, and hypothesis test. Based on the data analysis, it is proved that service quality influenced customer loyalty through hypothesis test as the result shows that tcount > ttable or 7.870 > 2.010635 with significance value 0,000 < 0.05 which means Ha is accepted which means that service quality gives positive and significant influence towards customer loyalty at Kewin Kitchen Medan./ Hospitality didefinisikan sebagai keramahtamahan, kemurahan hati, dan hiburan bagi tamu. Hospitality adalah industri yang menyediakan penginapan, makanan dan minuman, dan layanan terkait untuk kenyamanan dan kesenanangan para pengunjung yang fokus dalam menyediakan produk dan layanan kepada pelanggan untuk mencapai kepuasan pelanggan dan loyalitas pelanggan. Menurut (Solichin et al., 2017), salah satu elemen terpenting dalam menentukan keberhasilan bisnis adalah kualitas layanan. Ketika pelanggan diperlukan sebagai raja yang harus dilayani sesuai dengan preferensi dan harapan mereka, layanan dikatakan berkualitas tinggi. Tingkat pelayanan yang diberikan oleh restoran akan menjadi semakin kompetitif. Metode terbaik untuk mendapatkan kepercayaan pelanggan adalah dengan memberikan layanan yang memenuhi harapan mereka. Pelanggan yang puas dengan pelayanan akan kembali dan merekomendasikan restoran tersebut kepada orang lain. Tujuan penelitian ini adalah untuk melihat pengaruh kualitas pelayanan terhadap loyalitas pelanggan di Kewin Kitchen dan mengevaluasi kedua variabel tersebut. Penelitian ini dilakukan dengan metode kuantitatif. Pengambilan sampel yang penulis gunakan adalah convenience sampling. Populasi yang digunakan dalam penelitian ini adalah semua pelanggan Kewin Kitchen Medan dan sampel berjumlah 50 sampel. Metode analisis data yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas, statistic deskriptif, uji normalitas, uji linearitas, uji heteroskedastisitas, uji regresi linear, dan uji hipotesis. Berdasarkan analisis data terbukti bahwa kualitas pelayanan mempengaruhi loyalitas pelanggan melalui uji hipotesis yang memperoleh hasil uji tcount > ttable or 7.870 > 2.010635 dengan nilai significance 0,000 < 0.05 yang berarti Ha diterima yang artinya kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan di Kewin Kitchen.

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