The influence of perceived customer value in market orientation on customers satisfaction and store loyalty :: The case of five star hotel industry in Jogjakarta

KUMALASANTI, Maria, Basu Swastha Dharmmesta, Prof., Dr., MBA

2009 | Tesis | S2 Magister Manajemen

Penelitian ini mengamati penilaian kosumen pada orientasi pasar yang diukur oleh kinerja karyawan sebagai anteseden, dan kepuasan pelanggan maupun loyalitas pelanggan hotel sebagai variable dependen. Tujuan utama dari penelitian ini adalah untuk menyelidiki apakah kinerja karyawan sebagai salah satu penilaian konsumen pada orientasi pasar mempengaruhi customer satisfaction, customer satisfaction mempengaruhi hotel’s customer loyalty dan bagaimana kinerja karyawan mampu mempengaruhi loyalitas pelanggan hotel. Data dikumpulkan di area Jogjakarta. Peneliti menggunakan 30 data untuk menguji validitas dan reliabilitas dari instrument pada preliminary test. Peneliti menggunakan 200 data untuk menguji hipotesis-hipotesis. Peneliti menggunakan simple regresi dan regersi berganda pada SPSS 13 untuk menguji hipotesis- hipotesis. Hasil dari penelitian ini adalah bahwa kinerja karyawan sebagai salah satu penilaian konsumen pada orientasi pasar mempengaruhi customer satisfaction secara positif dan significant, customer satisfaction mempengaruhi hotel’s customer loyalty secara positif dan significant dan kinerja karyawan mampu mempengaruhi loyalitas pelanggan hotel secara positif dan significant pula.

This study observed antecedent of perceived customer value in market orientation measured by staff performance, dependent variable of customer satisfaction and hotel loyalty. The crucial purposes of this study was inquiring whether staff performance as service employees’ implementation of market orientation by means custome r value influence customer satisfaction, customer satisfaction influence hotel’s customer loyalty and staff performance as service employee’s implementation of market orientation in relation to customer value influence hotel loyalty. Data was collected in area of Jogjakarta. In the preliminary test, researcher occupied 30 cases to test the construct validity and reliability of the instrument. Researcher used 200 cases in order to test the hypotheses. In testing hypotheses, researcher utilized simple and multiple regression analysis in SPSS 13. The result of this study were service employees’ implementation of market orientation by means customer value positively and significantly influences customer satisfaction, customer satisfaction positively and significantly influences hotel’s customer loyalty and staff performance as service employee’s implementation of market orientation in relation to customer value positively and significantly influence hotel loyalty.

Kata Kunci : Market orientation,Customer value,Service,Customer satisfaction,Customer loyalty