The influence of service quality and servicescape on customer revisit intention with customer delight as the intervening variable at Guang Wei Yuan Restaurant Medan

Tiffany, Agnes (2024) The influence of service quality and servicescape on customer revisit intention with customer delight as the intervening variable at Guang Wei Yuan Restaurant Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the highly competitive F&B industry landscape, business owners must differentiate themselves by ensuring that consumers remember their restaurants. This can be achieved through customer delight, creating memorable experiences that exceed customer expectations. Especially nowadays, customers seek not only good food but also memorable dining experiences, preferring restaurants that offer enjoyable atmosphere and excellent service, which drive repeat visits. The research investigate the influence of service quality (X1) and servicescape (X2) on customer revisit intention (Y) with customer delight (Z) as the intervening variable at Guang Wei Yuan Restaurant Medan. This research employs a quantitative method, with data collected through a Google Forms questionnaire. While the population is unknown, a minimal sample size of 97 was determined using the Lemeshow formula, resulting in 100 responses collected through purposive non-probability sampling. The analysis was conducted using SmartPLS 4.0 software, and all hypotheses presented in this research are accepted. The P-value of 0.006 for the indirect effect of service quality (X1) on customer revisit intention (Y) through customer delight (Z) indicates a significant influence and indirect-only mediation (full mediation). However, the P-value of 0.001 for the indirect effect of servicescape (X2) on customer revisit intention (Y) through customer delight (Z) indicates a significant influence and complementary mediation (partial mediation). The recommendations for Guang Wei Yuan Restaurant based on significant results are to improve their service quality and servicescape to improve customer delight, which in turn will also significantly influence customer revisit intention. / Dalam industri F&B yang sangat kompetitif, para pemilik bisnis perlu membedakan diri agar konsumen dapat mengingat restoran mereka. Hal ini dapat dicapai melalui kesenangan pelanggan, dengan menciptakan pengalaman yang berkesan dan melebihi harapan pelanggan. Saat ini, pelanggan tidak hanya mencari makanan yang lezat, tetapi juga pengalaman bersantap yang menyenangkan; mereka lebih memilih restoran yang menawarkan suasana nyaman dan pelayanan yang berkualitas, yang pada akhirnya mendorong kunjungan berulang. Penelitian ini bertujuan untuk menyelidiki pengaruh kualitas pelayanan (X1) dan lingkungan layanan (X2) terhadap niat berkunjung kembali pelanggan (Y) dengan kesenangan pelanggan (Z) sebagai variabel penghubung di Restoran Guang Wei Yuan Medan. Penelitian ini menggunakan metode kuantitatif dengan pengumpulan data melalui kuesioner Google Forms. Meskipun populasi tidak diketahui, ukuran sampel minimum sebesar 97 ditentukan menggunakan rumus Lemeshow, dengan total 100 responden yang diperoleh melalui metode purposive sampling non-probabilitas. Analisis dilakukan menggunakan perangkat lunak SmartPLS 4.0, dan semua hipotesis yang diajukan dalam penelitian ini diterima. Nilai P sebesar 0,006 untuk pengaruh tidak langsung dari kualitas pelayanan (X1) terhadap niat berkunjung kembali (Y) melalui kesenangan pelanggan (Z) menunjukkan adanya pengaruh signifikan dan mediasi penuh. Namun, nilai P sebesar 0,001 untuk pengaruh tidak langsung dari lingkungan layanan (X2) terhadap niat berkunjung kembali (Y) melalui kesenangan pelanggan (Z) menunjukkan adanya pengaruh signifikan dan mediasi parsial. Berdasarkan hasil yang signifikan ini, direkomendasikan agar Restoran Guang Wei Yuan meningkatkan kualitas pelayanan dan lingkungan layanan mereka guna meningkatkan kesenangan pelanggan, yang dimana akan mempenngaruhi niat berkunjung kembali secara signifikan.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Tiffany, Agnes
NIM03013210001
agnestiffany89@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Bukidz, Danny Philipe
0112128104
danny.bukidz@uph.edu
Uncontrolled Keywords: Customer delight; customer revisit intention; servicescape; service quality
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Agnes Tiffany
Date Deposited: 25 Feb 2025 10:32
Last Modified: 25 Feb 2025 10:32
URI: http://repository.uph.edu/id/eprint/67269

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