THE EFFECTS OF SERVICE QUALITY AND THE MEDIATING ROLE OF CUSTOMER SATISFACTION TOWARDS SERVICE LOYALTY IN BOXING STUDIO INDUSTRY STUDY CASE: CASA BOXE

• Main Author: Abiyasa Pramuraharjo, Rayendra
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72421
• Institution: Institut Teknologi Bandung

Casa Boxe is a boxing studio that just opened its first studio in February 2016. Casa Boxe currently have 155 customers with only 20% of them are taking the membership program. This fact shows that Casa Boxe still has a low number of visitors since its opening. In order to increase visitors and membership, Casa Boxe attempts to improve its service quality that leads to customer satisfaction and service loyalty. This research are done to examine and analyze the current level of Casa Boxe’s service quality, customer satisfaction and service loyalty and to improve Casa Boxe’s service quality in order to increase its customers’ service loyalty. Service quality assessment was conducted using Servqual as a method to examine the current level of Casa Boxe’s Service Quality. To examine and analyze the current level of Casa Boxe’s service quality, the researcher conducted a survey with questionnaire method that was distributed to 71 customers of Casa Boxe via online and offline channel. The result are, the current level of Casa Boxe’s service qualiy can be categorized as good and with the lowest score on Reliability sub-dimensions. While for the level of Casa Boxe’s customer satisfaction and service loyalty is high. Findings also show that empathy and tangible dimensions significantly influence customer satisfaction, leading to service loyalty.