Pengaruh service quality dan customer relationship management terhadap customer satisfaction dalam meningkatkan repetitive buying di alex’s salon Embong Kenongo Surabaya

Setiawan, Olivia (2011) Pengaruh service quality dan customer relationship management terhadap customer satisfaction dalam meningkatkan repetitive buying di alex’s salon Embong Kenongo Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk mengetahui tingkat Repetitive Buying di Alex’s Salon Embong Kenongo dengan menggunakan bantuan alat ukur Service Quality, Customer Relationship Management dan Customer Satisfaction. Alex’s Salon Embong Kenongo Surabaya merupakan sebuah perusahaan jasa yang bergerak di bidang salon yang menggunakan variabel Service Quality dan Customer Relationship Management untuk memuaskan para pelanggan. Elemen – elemen inilah yang turut berperan didalam menentukan Repetitive Buying terhadap Alex’s Salon Embong Kenongo Surabaya. Teknik analisa yang digunakan didalam penelitian ini adalah kuantitatif dengan metode regresi linear berganda untuk mengetahui pengaruh Service Quality, Customer Relationship Management, dan Customer Satisfaction secara serempak terhadap Repetitive Buying di Alex’s Salon Embong Kenongo Surabaya dan untuk mengetahui variabel manakah yang paling berpengaruh dalam meningkatkan Repetitive Buying di Alex’s Salon Embong Kenongo Surabaya. Hasil penelitian ini menjelaskan bahwa Customer Satisfaction dipengaruhi oleh dua variabel yaitu Customer Relationship Management dengan koefisien regresi sebesar 0.400 dan Service Quality dengan koefisien regresi sebesar 0.390. Sedangkan Customer Satisfaction mempengaruhi tingkat Repetitive Buying dengan koefisien regresi sebesar 0.600 / With the help of measuring instrument of Service Quality, Customer Relationship Management, and Customer Satisfaction, this study is accomplished to determined the level to increase Repetitive Buying in Alex’s Salon Embong Kenongo Surabaya. Alex’s Salon Embong Kenongo, as an service company engaged in salon, used the variable of Service Quality, Customer Relationship Management, and Customer Satisfaction to increase Repetitive Buying. The elements of Service Quality, Customer Relationship Management, and Customer Satisfaction also influence the level on Repetitive Buying in Alex’s Salon Embong Kenongo. The analysis technique used quantitative and linear regression analysis methods to describe simultaneously the influence of Service Quality, Customer Relationship Management, and Customer Satisfaction to increase Repetitive Buying in Alex’s Salon Embong Kenongo Surabaya. The result of this research showed that Customer Satisfaction variable influenced by two variables which are Customer Relationship Mangement variable with coefficient regression is 0.400 and Service Quality variable with coefficient regression is 0.390. The level on Repetitive Buying variable influenced by Customer Satisfaction variable with coefficient regression is 0.600

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