The influence of service quality and customer experience towards customer satisfaction of Uncle K Restaurant in Medan

Vivienn, Vivienn (2022) The influence of service quality and customer experience towards customer satisfaction of Uncle K Restaurant in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In Indonesia, one of the culinary businesses that are quite well known for the quality of service and experience given is UNCLE K Restaurant. Customer satisfaction of UNCLE K restaurant comes based on the quality of service provided and the experiences of the customer when dining in the restaurant. The rating of UNCLE K restaurant in Medan is between 3.9 - 4.3 out of 5.0 which is a low rating, indicating that the UNCLE K restaurant is still lacking in certain areas of providing more satisfaction to their customers, where there are lots of complaints about the service provided and also the unpleasant experience experienced by the customers when dining in the restaurant. The research method used in this study is quantitative descriptive research. The sampling technique used is purposive sampling with a sample size of 100 respondents. The data analysis method used in this study is the validity and reliability test, normality test, heteroscedasticity test, multicollinearity test, multiple linear regression test, coefficient of determination test, and hypothesis test, namely F-test and t-test. The result of the coefficient of determination (R2) is 0.586, which means that service quality and customer experience have influenced customer satisfaction by 58.6% and the remaining 41.4% is influenced by other variables not analyzed in this study such as price, food quality, store atmosphere, etc. The overall result of this research is service quality and customer experience simultaneously have a significant influence on customer satisfaction. There is service quality partially has a significant influence on customer satisfaction and customer experience partially has a significant influence on customer satisfaction./ Di Indonesia, salah satu usaha kuliner yang cukup terkenal dengan kualitas pelayanan dan pengalaman yang diberikan adalah UNCLE K Restaurant. Kepuasan pelanggan restoran UNCLE K hadir berdasarkan kualitas layanan yang diberikan dan pengalaman pelanggan saat bersantap di restoran tersebut. Rating restoran UNCLE K di Medan berkisar antara 3.9 – 4.3 dari 5.0 yang merupakan rating rendah, hal ini menunjukkan bahwa restoran UNCLE K masih kurang dalam bidang-bidang tertentu dalam memberikan kepuasan lebih kepada pelanggannya, dimana masih banyak terdapat komplain terhadap pelayanan yang diberikan dan juga pengalaman tidak menyenangkan yang dialami pelanggan saat bersantap di restoran. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif deskriptif. Teknik sampel yang digunakan adalah purposive sampling dengan jumlah sampel sebanyak 100 responden. Metode analisis data yang digunakan dalam penelitian ini adalah uji validitas dan reliabilitas, uji normalitas, uji heteroskedastisitas, uji multikolinearitas, uji regresi linier berganda, uji koefisien determinasi, dan uji hipotesis yaitu uji F dan uji t. Hasil dari koefisien determinasi (R2) sebesar 0,586 yang berarti kualitas pelayanan dan pengalaman pelanggan berpengaruh terhadap kepuasan pelanggan sebesar 58,6% dan sisanya sebesar 41,4% dipengaruhi oleh variabel lain yang tidak dianalisis dalam penelitian ini seperti harga, kualitas makanan, suasana, dan lain-lain. Hasil keseluruhan dari penelitian ini adalah kualitas layanan dan pengalaman pelanggan secara simultan berpengaruh signifikanterhadap kepuasan pelanggan. Terdapat kualitas pelayanan secara parsial berpengaruh signifikan terhadap kepuasan pelanggan dan pengalaman pelanggan secara parsial berpengaruh signifikan terhadap kepuasan pelanggan.

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