PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA TOKO BUKU GRAMEDIA SURABAYA

Abstract

Customer satisfaction is influenced by service quality which has been provided by the company. Qualified service
is the aspect which can differ and make a company superior than other competitor companies. A satisfied
customer will re-purchase so it will have an impact to the revenue of the company. The purpose of this research is
to find out the influence of service quality which consists of tangible, reliability, assurance, and empathy to the
customer satisfaction. The population is all customers in Toko Buku Gramedia Expo Surabaya and the exact
amount of the population is unknown (infinite) and 60 customers have been selected as samples. The sample
collection method has been carried out by issuing questionnaires. The data examination has been carried out by
using multiple linear regressions analysis and the hypothesis test has been performed by using t test. Based on
the result of the research, it has been found that Tangible has significant influence to the customer satisfaction;
Reliability has significant influence to the customer satisfaction; Responsiveness has significant influence to the
customer satisfaction; Assurance has significant influence to the customer satisfaction; Empathy has significant
influence to the customer satisfaction.
Keywords: tangible, reliability, assurance, empathy, customer satisfaction