Analysis of The Influence of Service Quality Toward Customers' Satisfaction (A Case Study at Kedai Kopi Espresso Bar Yogyakarta)

Abstract

Tatar Kusnoto, Citot. Analysis of the Influence of Service Quality Toward Customers' Satisfaction (A Case Study of Service at Kedai Kopi Espresso Bar Yogyakarta). International Program. Management Department. Faculty of Economics. Islamic University of Indonesia. Yogyakarta. 2006 In this globalization era, the competition has become very tight, both in domestic market and at global or international market. To win the competition, company must be able to give satisfaction to its customer to survive. In order to get customers satisfied, company must know precisely what customers need and want, then fulfill them. However, products are not necessarly to win customers' satisfaction; service wouldbe the keywhen competition of the product were very tight. Kotler said that service determinants, which are Reliability, Responsiveness, Assurance, Empathy and Tangibility must carefully be managed by company if they want to compete on service. Through this research, the writer would like to identify the factor of service-determinants and analyze how they might influence customers' satisfaction at Kedai Kopi Espresso Bar. The first objective of this research is identifying and analyzing the influence of five service-quality determinants (Reliability, Responsiveness, Assurance, Empathy, and Tangibility) toward customers' satisfaction. The second objective is to find out the most dominant determinant that influences the customers' satisfaction at Kedai Kopi Espresso Bar. Those objectives were analyzed by using Multiple Linier Regression, Multiple Correlation Analysis, Multiple Coefficient of Determination, F-test and t-test. Meanwhile, thisresearch was done inKedai Kopi Espresso Barduring peak hours on the first week ofFebruary 2006. The research found that the overall service determinants have a strong influence to the customers' satisfaction altogether. The most dominant service determinant that influences the customers' satisfaction is Assurance and the tvalue of the Assurance is considered significant. It is shown from the result ofthe Multiple Coefficient ofDetermination (R2), the significance ofFand t-values in which the influence is considered significant. The research implications are Kedai Kopi has succeeded to gain trust and confidence from their customers. This must be carefully maintained. However, Kedai Kopi should improve reliability, responsiveness, empathy and especially tangibility orthe physical evidence because customers will see the overall service determinant as one unity value oftheir satisfaction.