The influence of customer satisfaction in determining customer loyalty at Nasi Keriting Medan

Jackline, Jackline (2020) The influence of customer satisfaction in determining customer loyalty at Nasi Keriting Medan. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (645kB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (199kB) | Preview
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (499kB)
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (306kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (338kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (383kB)
	Text (Chapter 4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (722kB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (291kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (461kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Customer satisfaction and customer loyalty have been a keen interest of marketing topics, as they are ones that businesses are facing continuously in the real-environment settings. Based on the preliminary interview conducted, the author has found out that customer dissatisfaction is the key concern leading to disloyalty, hence, would be further investigated in this study. Theoretically, both customer satisfaction and loyalty are deemed to portray a positive relationship by many researchers and academists, with satisfaction believed to be the grounding foundation in cultivating loyalty. This research is a descriptive one with employment of a quantitative research approach to study the relationship between both variables. Data is collected through distribution of questionnaires with adaptation of convenience sampling, which are then investigated with linear regression, coeffient determination and hypothesis testing to analyze the influence of customer satisfaction in determining customer loyalty at Nasi Keriting. The research has concluded that customer satisfaction portrays strength of 45.7% in determining customer loyalty through coefficient determination test, and hence, justify the existence of its influence towards loyalty at Nasi Keriting. In conclusion, the author recommends Nasi Keriting to actively engage in customer satisfaction efforts, as to gain customer loyalty that is an ultimate goal for all surviving enterprises. Educational wise, additional variables such as switching costs may be studied to obtain a more inclusive and comprehensive research regarding customer relationship management/ Kepuasan pelanggan dan loyalitas pelanggan merupakan isu manajemen pemasaran yang sering diperbincangkan sebab sering dihadapi oleh pelaku bisnis dalam praktiknya. Berdasarkan hasil dari wawancara preliminari yang telah dilaksanakan, penulis menemukan bahwa ketidakpuasan pelanggan memiliki peranan penting terhadap ketidaksetiaan pelanggan, sehingga, akan dipelajari lebih lanjut dalam penelitian ini. Secara teoritis, kepuasan dan loyalitas pelanggan sering disepakati oleh peneliti dan praktisi akademi bahwa adanya jalinan hubungan positif antara keduanya, dengan kepuasan dipercayai sebagai fondasi dasar dalam menciptakan loyalitas. Penelitian ini bersifat korelatif dengan menggunakan pendekatan kuantitatif dalam mempelajari hubungan antar-variabel. Data dikumpulkan melalui penyebaran kuesioner dengan metode convenience sampling, yang kemudian akan diproses dengan bantuan statistik regresi linear, koefisien determinasi dan pengujian hipotesis untuk menganalisa pengaruh kepuasan pelanggan dalam menentukan loyalitas pelanggan di Nasi Keriting. Penelitian ini menyimpulkan bahwa kepuasan pelanggan memiliki 45.7% pengaruh dalam mempengaruhi loyalitas pelanggan melalui uji koefisien determinasi, sehingga menjustifikasi adanya pengaruh kepuasan pelanggan terhadap loyalitas pelanggan di Nasi Keriting. Penulis menyarankan Nasi Keriting agar selalu aktif dalam menjalani usaha untuk meningkatkan kepuasan pelanggan terutama dalam perihal “penetapan harga” demi meningkatkan loyalitas pelanggan yang merupakan idaman bagi para pelaku bisnis. Dalam segi edukasi, penambahan variabel seperti biaya beralih dapat juga dipelajari untuk menghasilkan penelitian yang lebih menyeluruh dan lengkap mengenai manajemen hubungan pelanggan.

Actions (login required)

View Item