#TITLE_ALTERNATIVE#

• Main Author: NUR INDRAWAN (NIM: 29108315); Dosen Pembimbing: Dr. Ir. Alugoro Mulyowahyudi, M.Sc, RANDI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19221
• Institution: Institut Teknologi Bandung

Restaurant industry is one of the industries which have a very competitive environment. In the high end restaurant, the market is a niche market it means that the number of their customer is not vast but the value of it can be as big as or even bigger than the low medium end restaurant. In that case, customer loyalty for this high end restaurant is a key to achieve the business success. The problem occurred when the restaurant does not have strong loyal customers and sustainable, it means the customer is not well maintained to gain the maximum mutual benefit. It is a threat because the customer is so fragile and they can move their potential value to other competitor as they <br /> <br /> <br /> feel they are not to be treated as special as they should be. This research will find out the strength of the customer loyalty as the key success of the business and how to maintain or improve. The research begins with the restaurant evaluation towards the restaurant performance includes product and service quality and from the customer loyalty strength. So with this evaluation it would be acknowledged the current condition of the restaurant's quality and their loyalty base. Furthermore it will reveal what kind of product or service quality dimension that is significant to build the loyal customer. The next step after the finding fact of the evaluation score and the correlation score, it can be used to build the customer loyalty program and to inform the important factor in building the service system through a service blueprint which is to maintain or improve the loyalty strength. In the purpose in finding the facts above this research will conduct a survey. The data collection is by distributing questionnaires with 100 respondents which is the customers. The data collection is in one of the branch of the restaurant. So the result is only describing the performance and the loyalty strength of one of the <br /> <br /> <br /> restaurants' branch. The questionnaire is valid and reliable. The analysis is using SPSS software with descriptive analysis and correlation analysis. <br /> <br /> <br /> The result of the evaluation is that the quality of the restaurant's product and service is good in overall. They also have good loyalty strength in a way that the <br /> <br /> <br /> customers feel like they want to come back to the restaurant and they would recommend it to other but the customers are in doubt to join the loyalty program. The correlation analysis result is that the empathy and tangible from the service dimension have a significant correlation towards the customer loyalty strength while all dimensions in product quality which is tested have a significant correlation towards it. The next step is to recommend three loyalty program based on the empathy, tangible and product dimension and also build a service blueprint in order to make a clear view about the area of activities that can be manage to sustain the loyalty strength.