The Influence of Service Quality Dimension towards Customer Satisfaction and Customer Loyalty (A Case Study of Jack Runner Roastery)
The coffee industry in Indonesia is developing and growing at a fast pace. Coffee consumption in Indonesia has been increasing from year to year, as more coffee shops open each year, some sustaining and some going out of business. There are several key factors in building a successful coffee shop...
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| Format: | Final Project |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/38258 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The coffee industry in Indonesia is developing and growing at a fast pace. Coffee
consumption in Indonesia has been increasing from year to year, as more coffee shops open
each year, some sustaining and some going out of business. There are several key factors in
building a successful coffee shop, which is through the continuous improvement of the
product and its service. Good product in coffee industry can be defined as a good taste and
aroma coffee, from its acidity and its sweetness. Through service, a coffee shop could gain
loyal customers whenever they are satisfied and will return as repetitive customers, thus
creating a sustainable coffee shop.
This research aims to find out what dimensions of the service quality towards customer
satisfaction and how satisfaction would affect customer loyalty. There are five dimensions in
service quality which are, reliability, assurance, tangibles, empathy and responsiveness. This
research is using a quantitative approach, by distributing a questionnaire to Jack Runner
Roastery’s customer. The correlation between dimensions of service quality towards
customer satisfaction is analyzed using multiple linear regression. While the correlation
between customer satisfaction and customer loyalty is analyzed using a simple linear
regression.
Results shows that reliability, tangibles, empathy and responsiveness have a positive
significant influence towards customer satisfaction, while assurance has no significant
influence towards it. Also, the study shows that customer satisfaction has a positive
significant influence towards customer loyalty. The research provides recommendation for
coffee shops to improve their service quality to gain more satisfied customers, thus gain loyal
customers for the sustainability of the coffee shop. |
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