Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan Pada Perusahaan Layanan Purna Jual Kendaraan Bermotor Luxury Brand
Abstract
Kualitas layanan berperan penting dalam menciptakan kepuasan pelanggan pada suatu perusahaan penyedia layanan purna jual kendaraan bermotor luxury brand. Perusahaan dapat memanfaatkan dimensi kualitas layanan seperti fasilitas fisik, kehandalan, kesigapan, jaminan dan empati sehingga menciptakan kualitas layanan yang terbaik yang pada akhirnya mampu memberikan kepuasan kepada para pelanggan. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi kepuasan pelanggan pada perusahaan penyedia layanan purna jual kendaraan bermotor luxury brand pada dealer Porsche Centre Jakarta dengan memanfaatkan pendekatan dari dimensi kualitas layanan. Pengumpulan data dilakukan dengan menyebarkan kuesioner online kepada 240 responden yang telah melakukan servis kendaraannya pada dealer tersebut, serta merasakan kualitas layanannya. Analisis data dilakukan dengan metode Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang signifikan dari semua dimensi kualitas layanan terhadap kepuasan pelanggan, khususnya pada dimensi kehandalan dan dimensi kesigapan. Penelitian ini memberikan kontribusi kepada perusahaan untuk lebih fokus kepada dimensi fasilitas fisik dan dimensi empati, sehingga dapat memberikan suatu kualitas layanan yang terbaik untuk kepuasan para pelanggannya. Saran untuk penelitian selanjutnya agar dapat melakukan penelitian dengan menambahkan brand lain yang termasuk ke dalam luxury brand seperti brand Maserati, Ferrari, Lamborghini, Bentley, ataupun Mc Laren.
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