ANALYSIS OF SERVICE QUALITY ATTRIBUTES TOWARDS CUSTOMER REPURCHASE INTENTION IN CREATIVE WORKSHOPS

• Main Author: Ahdiani, Luthfia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77357
• Institution: Institut Teknologi Bandung

EksplorAksi, in the competitive event industry, is confronted with the crucial task of enhancing service quality. Analysis of participant feedback reveals a decline in overall customer perception with EksplorAksi's current service quality, indicated by lower ratings, negative reviews, and reduced repeat participation. The decline in repeat participation result in weakened customer loyalty and a negative perception of EksplorAksi. Therefore, this research aims to identify the relationship between service quality dimensions (service tangibility, service empathy, service assurance, service responsiveness, and service reliability) with customer repurchase intention in the context of creative workshops. The primary focus of this research is EksplorAksi, a creative workshop organizer based in Bandung that aims to foster art creation among participants. The data collected from participants of EksplorAksi’s workshops (N / population = 214) were analyzed using the multiple linear regression (MLR) method. The results indicate a significant relationship between all service quality dimensions and customer repurchase intention, suggesting that higher levels of service quality lead to higher customer repurchase intention of creative workshops. The research findings offer recommendations for EksplorAksi and other creative workshop organizers to improve customer repurchase intention by focusing on tangible and intangible elements. The specific sample size and context of EksplorAksi’s participants may restrict the generalizability of the findings to other service industries. Future research should consider examining the impact of new technologies to improve service quality in creative workshops and broadening the scope to other service types and samples. Ultimately, this research contributes to the field by identifying the service quality attributes of creative workshops that significantly influence customer repurchase intention.