The effect of servicescape and service quality on customer satisfaction at Lim Kok Tong - Amir Hamzah branch, Medan

Pangestu, Vilicia (2022) The effect of servicescape and service quality on customer satisfaction at Lim Kok Tong - Amir Hamzah branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

According to the response received via google review, there were complaints about the servicescape and service quality given to Lim Kok Tong – Amir Hamzah branch, Medan. This is speculated as one of the reasons of sales declining and lowest profit in April 2020 and July 2021. Moreover, despite year- end is having holiday week, the sales at the end of 2020 and 2021 is still declining. Good servicescape makes customers comfortable and motivates employees to work more effectively, efficiently and optimally. With good servicescape, it is able to increase employee productivity which can improve the quality of service. In this way, customer satisfaction will also be achieved. This research used quantitative research with descriptive and causal approach. Non-probability sampling method with snowball sampling technique is used to do sampling. While the population is infinite, 95 respondents are used to carry out this research. The results of hypothesis testing indicate that servicescape and service quality variables, either partially or simultaneously, have an effect on customer satisfaction. Furthermore, servicescape and service quality affect customer satisfaction by 52.2%. The validity, reliability, normality, multicollinearity, and heteroscedasticity tests have met the criteria. Multiple linear regression test produces an equation that is Y = 2.198 + 0.126X1 + 0.457X2. The writer recommendations for the restaurant are to focus on instagrammable decorations, hire an interior designer, assign employees to reachable areas, create employees’ responsibility scope, make special prices for events, provide menus for sharing, and the availability of a decoration team./ Menurut respon yang diterima melalui google review, terdapat keluhan terhadap servicescape and service quality yang diberikan kepada Lim Kok Tong – Amir Hamzah branch, Medan. Inilah salah satu penyebab penurunan penjualan dan profit terendah pada April 2020 dan Juli 2021. Lebih lanjut, meskipun akhir tahun memiliki minggu liburan, penjualan di akhir 2020 dan 2021 masih saja menurun. Servicescape yang baik membuat pelanggan betah dan memotivasi karyawan untuk bekerja dengan lebih efektif, efisien dan maksimal. Dengan servicescape yang baik maka mampu meningkatkan produktifitas karyawan dimana dapat meningkatkan kualitas pelayanannya. Dengan begitu, kepuasan pelanggan juga akan tercapai. Penelitian ini menggunakan penelitian kuantitatif dengan jenis penelitian deskriptif dan kausal. Metode non-probability sampling dengan teknik snowball sampling digunakan untuk melakukan sampling. Oleh karena populasi tidak terbatas, 95 responden digunakan untuk melakukan penelitian ini. Hasil pengujian hipotesis menunjukkan bahwa variabel servicescape dan kualitas pelayanan baik secara sebagian ataupun simultan berpengaruh kepada kepuasan pelanggan. Lebih lanjut, servicescape dan service quality mempengaruhi kepuasan pelanggan sebesar 52.2%. Pada uji validitas, reliabilitas, normalitas, multikolinearitas, heterokedasitas telah memenuhi kriteria. Uji regresi linear berganda menghasilkan persamaan yaitu Y = 2.198 + 0.126X1 + 0.457X2. Rekomendasi penulis untuk restoran adalah fokus untuk dekorasi instagrammable, menyewa jasa desainer interior, tempatkan karyawan ke area yang terjangkau, membuat ruang lingkup tanggung jawab karyawan, membuat harga special untuk acara, mengeluarkan menu berbagi, dan tersedianya tim dekorasi.

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