Pengaruh Perceived Service Quality dan Customer Satisfaction pada Service Loyalty yang dimoderasi oleh Variety Seeking

HIDAYANTI, Ida, Prof.Dr. Eduardus Tandelilin, MBA

2006 | Tesis | S2 Manajemen

Penelitian ini menguji pengaruh perceived service quality dan customer satisfaction pada service loyalty yang di moderasi oleh variety seeking. Tujuan penelitian ini adalah untuk mengetahui: (a) pengaruh perceived service quality pada service loyalty, (b) pengaruh perceived service quality pada customer satisfaction, (c) pengaruh customer satisfaction pada service loyalty, (d) pengaruh mediasi customer satisfaction pada hubungan antara perceived service quality dan service loyalty, (e) pengaruh moderasi variety seeking pada hubungan antara customer satisfaction dan service loyalty. Responden yang dikumpulkan dalam penelitian ini adalah pelanggan restoran yang berlokasi di wilayah Yogyakarta dan Sleman. Sebanyak 202 responden yang dikumpulkan dari survey. Analisis data dilakukan dengan menggunakan hirarichal regression analysis dan moderated regression analysis. Hasil penelitian menunjukan bahwa: (a) perceived service quality memiliki pengaruh positif pada service loyalty, (b) perceived service quality memiliki pengaruh positif pada customer satisfaction, (c) customer satisfaction memiliki pengaruh positif pada service loyalty, (d) customer satisfaction secara positif memediasi hubungan antara perceived service quality dan service loyalty, (e) variety seeking secara positif memoderasi hubungan antara customer satisfaction dan service loyalty. Kesimpulan hasil penelitian menunjukan bahwa customer satisfaction merupakan variabel mediating sedangkan variety seeking sebagai variabel moderating.

The purpose of this research is to tests the influence of perceived service quality and customer satisfaction on service loyalty that moderated by variety seeking. The objectives of this research is to examine: (a) the effect of perceived service quality on service loyalty, (b) the effect of perceived service quality on customer satisfaction, (c) the effect of customer satisfaction to service loyalty, (d) the effect of customer satisfaction as a mediating variable of the relationship between perceived service quality and service loyalty, (d) the effect of variety seeking as a moderating variable of the relationship between customer satisfaction and service loyalty. The respondents who were collected in this research are informal restaurant customers which located in Yogyakarta and Sleman. Two hundred and two respondents were collected from the survey. The data were analyze using Hierarchical Regression Analysis and Moderated Regression analysis. The result of this study show that: (a) there is a positive influence of perceived service quality on service loyalty, (b) there is a positive influence of perceived service quality on customer satisfaction, (c) there is a positive influence of customer satisfaction on service loyalty, (d) there is a positive influence of customer satisfaction as a mediator of the relationship between perceived service quality and service loyalty, (e) there is a positive influence of variety seeking as a moderator of the relationship between customer satisfaction and service loyalty. The conclusion of the result shows that customer satisfaction is a mediating variable and variety seeking is a moderating variable.

Kata Kunci : Manajemen Pemasaran,Kepuasan Pelanggan,Kualitas Jasa,Loyalitas,Perceived service quality, customer satisfaction, service loyalty, variety seeking