Analisa Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan Pada Klinik Perawatan Kecantikan

Pujianti, Billy (2010) Analisa Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan Pada Klinik Perawatan Kecantikan. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

The purpose of this study is to establish a theoretical basis for evaluating a strategic increase in customer’s perceptions of service or product quality, specifically in terms of an increase in relationship quality and customer loyalty in service industry environment and to test this theoretical basis empirically This paper investigates the importance of antecedents of loyalty such as trust, quality of the service and overall satisfaction. This paper addresses the problem of how to keep customers of beauty clinic feel satisfies and loyal to clinic regarding the best product and treatment service for their body. A structural model of service loyalty highlighting the positive and significant relationships among service quality, customer satisfaction and service loyalty is illustrated, in which customer satisfaction is identified as a significant mediator to enhance the impact of service quality on loyalty. A survey among more than 120 customers of beauty and body clinic was conducted and a structural equation modeling approach was used to gain important insights into how customer retention in the service industry can be ensured. Satisfaction and trust were identified as important antecedents of loyalty. Additionally, the moderating role of consumer characteristics such as gender, age, monthly income, occupation was supported by the data. The findings indicate that loyal customers of process-dominant service are comparatively more willing to connect their loyalty status with favorable attitude or preference. These findings provide insights for future research and management practice on how to cultivate service loyalty, as well as how to maintain and improve loyalty by improving service quality and customer satisfaction Keywords: Service quality, Trust, Satisfaction, Loyalty

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