Pengaruh customer complaint behavior, service quality, trust, melalui customer satisfaction pada customer loyalty di cv universal Surabaya

Arianti, Mickail (2013) Pengaruh customer complaint behavior, service quality, trust, melalui customer satisfaction pada customer loyalty di cv universal Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

This study focus on causal research between five variabel which is customer complaint behavior, service quality, trust, customer satisfaction and customer loyalty in CV Universal Surabaya in Surabaya. The research will examine further about the relationship of each variable and the impact between them This study uses quantitative approach to measure customer complaint behavior, service quality, trust, customer satisfaction and customer loyalty. Total of 21 indikator is use to measure all the five variables. Population comes from 193 students and 130 students is taken to be sample. SEM (Structural Equation Modelling) is use to analyze data from questionaire that filled by all the students. The research findings show that there are 6 hypotesis tested and just 1 is not significant which is customer complaint behavior not have an impact to customer loyalty. Five other hypotesis is proven significant which is customer complaint behavior have an impact to customer satisfaction, service quality have an impact to customer satisfaction, trust have an impact to customer loyalty, and customer satisfaction have an impact to customer loyalty. This reseach suggest some input for CV Universal and also for further research. For further reseach, the relationship of customer complaint behavior and trust to customer loyalty must be do again in the future. The reason is to see the long term relation to the company. For CV Universal, is to take customer satisfaction more seriously as a tool in the short or long term so they will come back to buy again / Penelitian ini fokus pada hubungan kausal antara lima variabel yaitu customer complaint behavior, service quality, trust, customer satisfaction dan customer loyalty di CV Universal Surabaya. Penelitian ini akan memeriksa lebih jauh tentang hubungan antar variabel dan dampak yang ada pada hubungan tersebut. Penelitian ini memakai pendekatan kuantitatif untuk mengukur customer complaint behavior, service quality trust, customer satisfaction dan customer loyalty. Total 21 indikator digunakan untuk mengukur 5 variabel. Populasi diambil dari 193 murid dan sekitar 130 orang menjadi sampel. SEM (Structural Equation Modelling) digunakan untuk menganalisis data dari kuesioner yang diisi oleh murid. Hasil dari penelitian menunjukkan ada 6 hipotesis yang diuji dan hanya 1 hipotesis yang tidak signifikan dimana customer complaint behavior tidak mempunyai hubungan ke customer loyalty. Lima hipotesis lainnya terbukti signifikan yaitu customer complaint behavior mempunyai hubungan ke customer satisfaction, service quality mempunyai hubungan ke customer satisfaction, trust mempunyai hubungan ke customer loyalty, dan customer satisfaction mempunyai hubungan ke customer loyalty. Penelitian ini menyarankan beberapa masukan untuk CV Universal dan juga untuk penelitian mendatang. Untuk penelitian mendatang, hubungan dari customer complaint behavior dan trust kepada customer loyalty harus dilakukan lagi di mana mendatang. Alasan ini karena untuk melihat hubungan jangka panjang dengan perusahaan. Untuk CV Universal, untuk menanggapi customer satisfaction lebih serius sebagai alat dalam jangka pendek atau dalam jangka panjang sehingga pelanggan akan kembali untuk membeli lagi

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