ANALISIS PERANAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN JASA SERVIS DI SUMBER BARU MOTOR

Gizka Ramadhani,

2011 | Skripsi |

The study aimed at investigating the role of service quality and its five dimensions on customers’ satisfaction in Sumber Baru Motor of the Special District of Yogyakarta. Additionally, it also aimed at finding out how big is the role of each of the dimensions of the service quality, which were reliability, responsiveness, assurance, empathy, and tangibles on customers’satisfaction in Sumber Baru Motor (SBM) of the Special District of Yogyakarta. The hypothesis of the study was that there was a positive role of the service quality both collectively and partially based on its five dimensions on customers’ satisfaction. The samples were 10 dealer subsidiaries of the SBM in the Special District of Yogyakarta. The subjects were selected using purposive sampling technique with the following criteria: subjects were the customers with Kartu Servis Bayar (KSB), payment service cards, and of 17 years of age or more. The hypothesis was analyzed using linear regression analysis technique. The results of the study showed that the service quality was proven to play a positive and significant role on the customers’ satisfaction (F=111.72; p

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