PERBEDAAN HUBUNGAN MANFAAT RELASIONAL DAN RESPON PERILAKU RELASIONAL PADA LAYANAN SALON JOHNNY ANDREAN DAN RESTORAN OLIVE CHICKEN DI YOGYAKARTA

• Main Authors: , RAISA SADIDA, , Sudiyanti, S.E., M.Sc
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/131627/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=72125
• Institution: Universitas Gadjah Mada

The rising of service industries cause firmsincreasingly aware that consumers are key success of the firms, so the companies began to increase customer service relationship management in ord er to implement an effective marketing strategy in accordance with the type of services offered. This study pusposeis to explain the differences between relational benefits and relational response behavioracross service types according to Bowen (1990), whi ch is a customized high contact (Johnny Andrean salon) and moderate contact standardized (Olive Chicken restaurant) with quantitative approach using primary data collected through a questionnaire survey method that distributed to 200 respondents with a pur posive sampling strategy. To test the quality of the items statement, the researcher do validity and reliability testing. However, this study were previously using ANCOVA to analyze the data anddo the homogeneity test as a condition of the ANCOVA. Result s indicate some conclusions as follows: First, the relationship of confidence benefits, social, and special services at Johnny Andrean salon services differ from Olive Chicken restaurant service in its influence on relational response behavior. Second, the relational benefits of high contact services customized tended to be higher compared with moderate contact standardized services. Third, the relationship of social benefit has the greatest influence on relational response behaviour compared to confidence and special services benefits.