The purpose of this research is to empirically examine and
analyze the influence of Service Quality on Satisfaction and its impact on
Student Loyalty. This study adopts a descriptive (survey) method with a
quantitative approach design. The data used consists of primary and secondary
data. The population in this study is students of the Faculty of Economics at
Lancang Kuning University, with a sample size of 100 individuals adopting
Slovin's proposition. The sampling technique used is non-random sampling with
the Accidental Sampling method. Data analysis is conducted using Structural
Equation Modelling (SEM) with the Warp PLS application. The research results
indicate that there is a significant influence of the physical, reliability,
and assurance dimensions on customer satisfaction, whereas responsiveness and
empathy aspects are not significant. The satisfaction variable has a
significant influence on loyalty. The research results also show that all
dimensions and variables have positive relationships, both from the perspective
of service quality on satisfaction and satisfaction on loyalty.
Author(s)
Details :-
Arizal N.
Universitas Lancang Kuning, Pekanbaru, 28265, Indonesia.
Wita Dwika Listihana
Universitas Lancang Kuning, Pekanbaru, 28265, Indonesia.
Please see the book
here :- https://doi.org/10.9734/bpi/rraass/v9/12298F
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