The influence of customer value and customer experience on customer satisfaction at Rasa Kita Seafood, Medan

Margaretha, Natalie (2022) The influence of customer value and customer experience on customer satisfaction at Rasa Kita Seafood, Medan. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (35kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (234kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (803kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (900kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (384kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (8MB)

Abstract

Hospitality industry is one of the main industries that has great impact on economies around the world, one of which sectors is restaurant. As an industry that prioritizes customers in its operation, Rasa Kita Seafood should increase customer satisfaction for the business to keep growing. Two factors that influence customer satisfaction at Rasa Kita Seafood Medan are customer value and customer experience. This research aims to determine whether there is an influence of customer value and customer experience on customer satisfaction at Rasa Kita Seafood, Medan. Customer value and customer experience have vital roles in deciding whether customer is satisfied or not. Thus, to ensure that customer satisfaction is achieved, customer value towards Rasa Kita Seafood Medan should be increased, and the experience they have while dining at Rasa Kita Seafood Medan should also be excellent. This research uses a quantitative method by distributing questionnaire to 150 respondents who have been to Rasa Kita Seafood. The data collected is analyzed using multiple linear regression with SPSS Version 25. The results showed that customer value and customer experience simultaneously have influence on customer satisfaction at Rasa Kita Seafood, Medan, and customer value and customer experience have partial influence on customer satisfaction at Rasa Kita Seafood. The more dominant factor of the two independent variables is customer value. Recommendations for Rasa Kita Seafood includes giving discounts or adding portion, taking orders before customers arrive, and improving communications among employees so that efficiency is boosted, which leads to good customer value and experience, which then also leads to customer satisfaction. / Industri perhotelan merupakan salah satu industri utama yang memiliki dampak besar pada perekonomian di dunia, salah satu sektor di antaranya adalah restoran. Sebagai industri yang mengutamakan pelanggan dalam operasionalnya, Rasa Kita Seafood harus meningkatkan kepuasan pelanggan agar bisnis tetap berkembang. Dua faktor yang mempengaruhi kepuasan pelanggan di Rasa Kita Seafood Medan adalah nilai pelanggan dan pengalaman pelanggan. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh nilai pelanggan dan pengalaman pelanggan terhadap kepuasan pelanggan pada Rasa Kita Seafood Medan. Nilai pelanggan dan pengalaman pelanggan memiliki peran penting dalam memutuskan apakah pelanggan puas atau tidak. Oleh karena itu, untuk memastikan tercapainya kepuasan pelanggan, nilai pelanggan terhadap Rasa Kita Seafood harus ditingkatkan, dan pengalaman makan mereka di sana harus menyenangkan. Penelitian ini menggunakan metode kuantitatif dengan membagikankuesioner kepada 150 responden yang pernah berkunjung ke Rasa Kita Seafood. Data yang terkumpul dianalisis menggunakan regresi linier berganda dengan SPSS Versi 25. Hasil penelitian menunjukkan bahwa nilai pelanggan dan pengalaman pelanggan secara simultan berpengaruh terhadap kepuasan pelanggan di Rasa Kita Seafood Medan, dan nilai pelanggan dan pengalaman pelanggan berpengaruh secara parsial terhadap kepuasan pelanggan di Rasa Kita Seafood. Faktor yang lebih dominan dari kedua variabel bebas tersebut adalah nilai pelanggan. Rekomendasi untuk Rasa Kita Seafood termasuk pemberian diskon atau penambahan porsi, pengambilan pesanan sebelum tamu datang, dan meningkatkan komunikasi antar pekerja agar terdorongnya efisiensi, yang mengarah pada nilai dan pengalaman pelanggan yang baik, yang kemudian juga mengarah pada kepuasan pelanggan.

Actions (login required)

View Item