The Influence of Service Quality Dimension towards Customer Satisfaction and Customer Loyalty (A Case Study of Jack Runner Roastery)

• Main Author: Ramadhani, Rizky
• Format: Final Project
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38258
• Institution: Institut Teknologi Bandung

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.