ANALYSIS OF EFFECT OF SERVICES TO CUSTOMER SATISFACTION IN HOTEL MS IN SANGATTA

Karya Karya

Abstract


           The purpose of this study to determine the level of customer satisfaction in terms of service include reliability, responsiveness, empathy, assurance and real form provided by the Hotel MS in Sangatta.Penelitian held for 3 Months ( April to June 2013 ) at the Hotel MS in Sangatta,  with service to customer satisfaction in hotels MS in Sangatta. research conducted : The study of literature, field observations, interviews, documentation, file collection and analisis. File that  in the research include : an overview of the cooperative, and the organizational structure of the respondents' answers. analysis of file using multiple regression analysis with formula Y = a + b1X1 + b2X2 + b3X3 + b4X4 b5X5 + e.
           The results obtained by the calculation of regression equation as follows :
Y = 0.711 + 0.121X1 + 0.136X2 + 0.132X3 + 0.163X4 + 0.173X5

From these equations can be explained that each coefficient b obtained a positive value, it means if each variable studied further enhanced, then together will affect customer satisfaction. If the variable reliability (X1) increased one percent, then increased 0,121 % customer satisfaction. If the response variable (X2) increased one percent, then increased 0.136 % customer satisfaction. If empathy variables (X3) increased one percent, then increased 0.132 % customer satisfaction . If the collateral variable (X4) increased one percent, then increased 0.163 % customer satisfaction. If the real form of the variable (X5) increased one percent, then increased 0.173 % customer satisfaction.

References


Agustinus Darsono,2000, Front Office Hotel, Gramedia Widyasarana Indonesia, Jakarta.

Alex S. Nitisemito,2001, Marketing, Cetakan Keempat, Ghalia Indonesia, Jakarta.

Basu Swastha DH dan Irawan,2000, Azas-Azas Marketing, Edisi Keempat, Liberty, Yogyakarta.

Fandy Tjiptono, 2003,Strategi Pemasaran, ANDI, Yogyakarta.

Handi Irawan, 2003,Indonesian Customer Satosfaction, Elex Komputindo, Jakarta.

Kotler, Philip dan Armstrong, Gary,2004, Prinsip-Prinsip Pemasaran, Edisi Kesembilan, Jilid I, Jakarta.

Mursid, 2003, Manajemen Pemasaran, Bumi Aksara, Jakarta.

Oka A. Yoeti, 2004,Strategi Pemasaran Hotel, Gramedia Pustaka Utama, Jakarta.

Radiosunu, 2003, Manajemen Pemasaran; Pendekatan Analisis, Bagian Penerbit Fakultas Ekonomi Universitas Gadjah Mada, Yogyakarta.

Siswanto Sutojo, 2000,Kerangka Dasar Manajemen Pemasaran, Seri Manajemen Nomor 55, Pustaka Binaman Pressindo, Jakarta.

Supranto J.2001 , Ekonometrik, Buku Satu, Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia, Jakarta.


Refbacks

  • There are currently no refbacks.