Analisis Pengaruh Dimensi Kualitas Jasa pada Loyalitas Pelanggan
DOI:
https://doi.org/10.21512/bbr.v2i1.1142Keywords:
service quality, reliability, responsiveness, assurance, empathy, and tangiblesAbstract
This study evaluates the influence of service quality on customer loyalty in motorbike and saloons hairdressing shops in Yogyakarta. The service quality is measured using five dimensions: reliability, responsiveness, assurance, empathy, and tangibles. The service quality is indeed considered the strongest competitive weapon by many organizations with respect to service. Sample is chosen utilizing purposive sampling method. 220 respondents of motorbike and 215 respondents of saloons hairdressing shops are employed. Data analysis is then conducted using regression analysis. This research finds that the five dimensions of service quality significantly influence the customer loyalty to employees and customer loyalty to the business. The dimension of tangibles strongly influences the customer loyalty to the business. To marketers, this finding provides for a long-term perspective of service management. In the conclusion, several suggestions for future research are given, which is to broaden service types so as to acquire higher generalization with more varied population.
Plum Analytics
References
Assael, H. (1998). Consumer behavior and marketing action (6th ed.). Cincinnati, Ohio: South Western College Publishing.
Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, Vol. 66, pp. 1-17.
Bitner, M. J. (1990). Evaluating service encounters: the effect of physical surrounding and employee responses. Journal of Marketing, April, pp. 69-82.
Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: the employee’s viewpoint. Journal of Marketing, October, 58: 95-100.
Bitner, M. J. (1995). Building relationship: it’s all about promises. Journal of Marketing Science, 23: 246-251.
Crask, M., Fox, R. J., Stout, R. G. (1995). Marketing research principles and applications. Englewood Cliffs, New Jersey: Prentice-Hall.
Dharmmesta, B. S. (1999). Loyalitas pelanggan: sebuah kajian konseptual sebagai panduan bagi peneliti. Jurnal Ekonomi dan Bisnis Indonesia, 14(3):73-88.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, Vol. 22 No.2 (Spring), pp.99-113.
Gronross, C. (1995). Relationship marketing: the strategy continuum. Journal of the Academy Marketing Science, 23:78-92.
Hallowel, R. (1996). The relationship of customer satisfaction, customer loyalty, and profitability: an empirical study. International Journal of Service Industry Management, Vol. 7, No.4, pp. 27-42.
Hartono, J. (2004). Metodologi penelitian bisnis: salah kaprah dan pengalaman-pengalaman.
Yogyakarta: BPFE.
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of image and customer satisfaction. International Journal of Contemporary Hospital Management, Vol.12, No.6, pp. 346-351.
Keaveney, S. M. (1995). Customer switching behavior in service industries: an exploratory study. Journal of Marketing, Vol. 59, April, pp. 71-82.
Kotler, P. (2003), Marketing management (11th ed.). Upper-Saddle River, NJ: Pearson Education.
Lovelock, C. (2000). Service marketing (4th ed.). Upper-Saddler River, New Jersey: Prentice-Hall International.
Lovelock, C., & Wright, L. (2002). Principles of service marketing and management (2nd ed.). Upper Saddler River, New Jersey: Prentice-Hall.
Morgan, R. M., & Hunt, S. D. (1994). Commitment-trust theory of relationship marketing. Journal of Marketing, Vol. 58, pp.150-169.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of expectations as a comparison standard in measuring service quality:its implications for future research. Journal of Marketing, Vol.58, pp.111-124.
Sekaran, U. (2000). Research methods for business: a skill building approach (3th ed.). New York: John Wiley and Sons.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, Vol. 36 (August), pp. 356-372.
Tjiptono, F., & Chandra, G. (2005). Service quality satisfaction. Yogyakarta: Andi Offset.
Umar, H. (2003). Metode riset: perilaku konsumen jasa. Jakarta: Ghalia Indonesia.
Van Trijp, H. C. M., Hoyer, W. D., & Inman, J. J. (1996). Why switch? product category-level explanations for true variety-seeking behavior. Journal of Marketing Research, Vol.33 (August), pp. 281-292.
Wong, A., & Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of Service Marketing, Vol.17, No.5, pp. 495-513.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral cosequences of service quality. Journal of Marketing, Vol. 60 (April), pp. 31- 46.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
