The Effects of Perceived Service Quality on Customer Satisfaction 感知服务质量对顾客满意的影响.docxVIP

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The Effects of Perceived Service Quality on Customer Satisfaction 感知服务质量对顾客满意的影响.docx

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The Effects of Perceived Service Quality on Customer Satisfaction 感知服务质量对顾客满意的影响

The Effects of Perceived Service Quality on Customer Satisfaction FormationCharles MakmurSianturiABSTRAKDenganmengambilkonsumenindustryservissebagai sample risetinimengkajipengaruhkualitasservisberdasarkanpersepsikonsumen(Perceived service quality)terhadapPembentukanKepuasanKonsumen(Consumen Satisfaction Formation).Analisisi data dalamstudiinidilaksanakandenganduatahap, yaitumelakukananalisisfactoruntukmenemukandimensiqualitasservisdandimensikepuasankonsumen. Selanjutnya, hubungankeduakonstruktersebutdianalisadenganmempergunakan Structural Equation Modeling (SEM). Hasilanalisisdata menunjukkanbahwakualitasservismempengaruhipembentukankepuasankonsumensecarasignifikan.DenganmempergunakanindekskoefisienChi-square, GFI,NFL,TLI, RMSEAuntukmengujirealibilitas model disimpulkanbahwa model yang diajukancukupmemadaiuntukmenjelaskanpengaruhkualitasservisterhadapkepuasankonsumen.Key words: service quality, Customer satisfaction, service marketing, marketing strategy.1. IntroductionBy any definition, service is a process or the activities that are carried out, whereas goods are objects that can be measured objectively (Bateson Hoffman, 1999). Services are samples of performance that comprise objects and mind or feeling. It is generally agreed that services are different from goods due to the unique characteristics; intangibility, heterogeneity, inseparability of production and consumption, and perishable (ZeithamlBitner, 1996) It is mostly accepted that the fundamental difference between goods and services is service intangibility that made service untouched or intangible, tasted or smelled. Berry (1980) captures the distinction well when he describes a good as “an object, a device, a thing”, in contrast to a service which is “a deed, a performance, an effort”.Delivering superior service quality appears to be the prerequisite for success if not for survival (Parasuraman, et al.,1988). A recent prime focus is the improvement of service qualityService quality is a construct t