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.
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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. Logistic regression |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | 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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