The influence of service quality towards customer satisfaction at Maxx Coffee Sun Plaza, Medan

Edisun, Intan Sari Dewi (2019) The influence of service quality towards customer satisfaction at Maxx Coffee Sun Plaza, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study aims to determine the effect of service quality on customer satisfaction at Maxx Coffee Sun Plaza Medan. In this study two variables were used, namely service quality as independent variable and customer satisfaction as dependent variables. The approach used is a quantitative approach. According to Tjiptono in the journal Firmanda (2014, p.4)service quality is a measure of how well the level of service provided inaccordance with customer expectations is. Whereas customer satisfaction is a feeling of satisfaction or disappointment from someone who compares the reality results of the service that is thought would be as the expected results. The data collection method in this study was using questionnaire and literature review. The questionnaire distributed to 50 respondents which used non probability sampling with a purposive sampling technique. Data analysis in this study used the normality test, linearity and simple linear regression analysis. Based on the results of the t-test calculation from service quality variable (independent variable) towards customer satisfaction variable (dependent variable) where ttestis greater than t table (7.09> 1.677).The value of R Square is 0.511. This can be interpreted that the magnitude of the influence of service quality on customer satisfaction is 51.1%, while the remaining 48.9% is influenced by other variables not examined in this study. As conclusion from hypothesis, service quality does have influence towards customer satisfaction of Maxx Coffee Sun Plaza Medan. Thesummary from the research study isthe better the service quality is, then the purpose of customer satisfaction will be more effective at Maxx Coffee Sun Plaza Medan.

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