Pengaruh Education Service Quality Terhadap Kepuasan Dan Loyalitas Pelanggan Canadian English Course

Aryanto, M. Fadillah (2016) Pengaruh Education Service Quality Terhadap Kepuasan Dan Loyalitas Pelanggan Canadian English Course. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Education service quality merupakan modifikasi dari model service quality yang dapat dikaitkan dengan jasa di bidang pendidikan, tidak terkecuali pada lembaga kursus Bahasa Inggris. Semakin pentingnya kebutuhan atas kompetensi Bahasa Inggris yang baik pada era globalisasi saat ini membuat masyarakat mencari alternatif lembaga bimbingan belajar Bahasa Inggris yang berkualitas dan mampu memberikan tingkat kepuasan pelanggan yang optimal. Objek amatan pada penelitian ini adalah Canadian English Course (CEC) yang berlokasi di Kota Surabaya. Penelitian ini bertujuan untuk mengetahui karakteristik murid CEC, kemudian mengidentifikasi keseluruhan service yang diberikan oleh CEC kepada muridnya, lalu menganalisis komponen service oleh CEC yang paling diprioritaskan untuk dibenahi, dilanjutkan dengan pengukuran indeks kepuasan murid CEC, dan yang terakhir untuk mengetahui pengaruh dari education service quality terhjadap kepuasan dan loyalitas pelanggan CEC. Penelitian ini menggunakan beberapa metode analisis, yaitu statistik deskriptif, flower of service dan time dimension of augmented product map, lalu importance performance analysis, customer satisfaction index dan analisis regresi berganda dan sederhana. Hasil penelitian menunjukkan karakteristik murid CEC yang mayoritas merupakan murid-murid jenjang pendidikan pre school sampai SMA, lalu dari augmented service yang teridentifikasi, didapati beberapa fasilitas yang harus diprioritaskan untuk dibenahi, diantaranya adalah personel keamanan CEC dan fasilitas lahan parkir. Indeks kepuasan pelanggan CEC diperoleh sebesar 80%, yang termasuk pada kategori baik. Selanjutnya dari 3 komponen education service quality, requisite dan functional diketahui memiliki pengaruh yang positif dan signifikan terhadap kepuasan pelanggan, berbeda dengan acceptable yang hanya memiliki pengaruh positif namun tidak begitu signifikan. Selanjutnya melalui analisis regresi diketahui adanya pengaruh positif dan signifikan oleh kepuasan pelanggan terhadap loyalitas pelanggan. ===================================================================================== Education service quality is a modification of service quality model which relates to service industry in the field of education, including English course institution. As the need of excellent English skill increasing in this globalization era, people always look for credible English course institutions which provide excellent quality of service that will lead to excellent rate of customer satisfaction. Canadian English Course (CEC) which is one of foremost English course institutions in Surabaya is the object in this study. This study aims to identify characteristics of CEC students, identify the whole service given to its students, then analyze each elements of the service to identify the most important elements to be improved. Afterwards the student satisfaction index is measured, and lastly the influence of education service quality to customer satisfaction and loyalty is examined. This study use several analysis methods, which are descriptive statistics, flower of service, time dimension of augmented product map, importance performance analysis, customer satisfaction index, single regression, and multiple regression. The result of this study shows the majority of CEC students are in the age of preschool students to high school students. The augmented service result shows that there are several facilities need improving such as security personnel in CEC and the parking lot. Customer satisfaction index generate score of 80% which is considered as good. Hereafter three elements of education service quality, requisite, and functional are known to have positive significant influence to customer satisfaction. It is differ from the acceptable element which has positive influence yet it is not significant. Furthermore through regression analysis it is known that there is positive significant influence of customer satisfaction to customer loyalty.

Item Type: Thesis (Undergraduate)
Additional Information: RSI 658.812 Ary p
Uncontrolled Keywords: Education Service Quality; Importance Performance Analysis; Customer Satisfaction Index; Multiple Regression; Simple Regression
Subjects: L Education > L Education (General)
Q Science > QA Mathematics > QA278.2 Regression Analysis
Divisions: Faculty of Industrial Technology > Industrial Engineering > (S1) Undergraduate Theses
Depositing User: Mrs Anis Wulandari
Date Deposited: 14 Jun 2017 07:03
Last Modified: 26 Dec 2018 04:05
URI: http://repository.its.ac.id/id/eprint/41665

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