8/2/2019 Analisis Loyalitas Melalui Kepuasan Pelanggan Oleh Feliks & Hotman Panjaitan

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8/2/2019 Analisis Loyalitas Melalui Kepuasan Pelanggan Oleh Feliks & Hotman Panjaitan

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ABSTRACT

In enjoying the foods, every consumer has their own different ways how to fulfill it. The way how

to choose restaurant, which large and elegant with their luxury services, consumer expected to feel satisfyafter they had sacrificed a large value. Besides, there is consumer which tends to choose, an ordinary

restaurant, yet give satisfaction in the foods they had consumed.

This research, was a descriptive research which using survey methods. There are four research

variable: (1) customer relationship management with three dimension, are: man, process/procedure and

technology, (2) service quality variable with five dimensions, are: physical evidence, responsiveness,

assurance, reliability, and empathy, (3) customer satisfaction variable which come with three dimensions,

are: price, convenience of acquisition and experience of employees, and customer loyalty with four

dimensions, are: cognitive loyalty, affective loyalty, cognative loyalty, and acts loyalty..The result of research analysis through structural equation model with amos 18 on 100 respondents,

shows that customer relationship management effects on service quality in amount of 0.6995. Customer

relationship management effects on customer satisfaction in amount of 0.405. service quality effects on

customer satisfaction in amount of 0.266. service quality effects on customer loyalty in amount of 0.877.

This research, also found that customer relationship management indirect effects on customer

satisfaction through service quality in amount of 0.186. Customer relationship management indirect

effects on customer loyalty through customer satisfaction in amount of 0.355, and service quality indirect

effects on customer loyalty through customer satisfaction in amount of 0.233

Keywords: customer relationship management, service quality, customer satisfaction, customer loyalty