OPTIMALISASI STRATEGI PEMASARAN LEMBAGA BIMBINGAN BELAJAR BAHASA INGGRIS MENGGUNAKAN METODE EDUCATION SERVICE QUALITY
DOI:
https://doi.org/10.25170/jm.v13i1.807Kata Kunci:
Education service quality, regression analysis, customer satisfaction, customer loyalty, english courseAbstrak
The importance of the needs of excellent English Language competence in this globalization era makes people always look for credible english course institutions which provide excellent quality of service that will lead to excellent rate of customer satisfaction. Education service quality is a modification of service quality model which related to service industry in the field of education, including english course institution. This research aims to analyze the influence of education service quality to the customer satisfaction and loyalty. Methods of this research used descriptive analysis, confirmatory factor analysis, and regression analysis. The result of this research showed that from the three latent variables of education service quality (requisite, acceptable, and functional), only requisite and functional which are known to have positive significant influence to the customer satisfaction. Furthermore, customer satisfaction is significantly influenced to the customer loyalty.
Referensi
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Bloemer, J. & Odekerken-Schroeder, G. (2002). Store Satisfaction and Store Loyalty Explained by Customer- and Store-Related Factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. 15(1):68-80.
Bolton, R., & Drew, J. (2005). A Multistage Model of Customers Assessments of Service Quality and Value.
Journal of Consumer Research. 17(1): 375-384.
Byrne, B.M. (2010). Structural Equation Modeling with AMOS. Second edition. Taylor & Francis Group.
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Dinas Pendidikan Provinsi Jawa Timur. (2013). Data Siswa-Siswi Kota Surabaya tahun 2011-2013.
Durong, N.N & Khoa, B.D. (2014). Study of Customer Satisfaction With Pay TV Services in Ho Chi Minh City of The K Plus. Scientific & Academic Publishing. 4(2): 31-37.
Fatima, J.K. & Razzaque, M.A. (2013). Service quality and satisfaction in banking sector. International Journal of Quality and Reliability Management. 31(4):367-379.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1):6-21.
Froehle, C.M. (2006). Service Personnel, Technology and Their Interaction in Influencing Customer Satisfaction. A Journal of Decision Science Institute. 37(1):5-38.
Gremler, D. & Brown, S. (1996). Service Loyalty: Its nature, Importance, and Implications. In Advancing Service Quality: A Global Perspective. International Service Quality Association. St John’s University, New York.
Gronroos, Christian. (2001). The Perceived Service Quality Concept – a Mistake? Managing Service Quality: An International Journal. 11(3):151-152.
Gronroos, Christian. (2007). A Service Quality Model and its Marketing Implication. European Journal of Marketing. 18(4):36-44.
Gruca, T. S. & Rego, L. L. (2005). Customer Satisfaction, Cash Flow, and Shareholder Value. Journal of Marketing. 69(3):115-130.
Haelsig, F., Swoboda, B., Morschett, D., & Schramm-Klein, H. (2007). An Intersector Analysis of The Relevance of Service In Building A Strong Retail Brand. Managing Service Quality. 17(4):428-448.
Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis (6th ed.). Uppersaddle River, N.J.: Pearson Prentice Hall.
Hansemark, O.C. & Albinsson, M. (2004). Customer Satisfaction and Retention: The Experiences of Individual Employees. Managing Service Quality: An International Journal. 14(1):40-57.
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Kaura, V., Prasad, D. & Sharma, S. (2015). Service Quality, Service Convenience, Price and Fairness, Customer Loyalty, and The Mediating Role of Customer Satisfaction. International Journal of Bank Marketing. 33(4): 404-422.
Kim, M.K., Park, M.C. & Jeong, D.H. (2004). The Effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecomunication Services. Journal of Telecommunications Policy. 28(1):145-159.
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Matzler, K., Bailom, F., Hinterhuber, H., Renzl, B., & Pichler, J. (2004). The Asymmetric Relationship Between Attribute-Level Performance and Overall Customer Satisfaction: A Reconsideration of the Importance-Performance Analysis. Industrial Marketing Management. 33(4): 271-277.
Mayer, D.M., Ehrhart, M.G. & Schneider, B. (2009). Service Attribute Boundary Conditions of the Service Climate-Customer Satisfaction Link. Academny of Management Journal. 52(5): 1034- 1050.
Mittal, V. & Kamakura, W.A. (2001). Satisfaction, Repurchase Intention, and Repurchase Behavior: Investigating The Moderating Effect of Customer Characteristics. Journal of Marketing Research. 38(1):131–142.
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Oldfield, B.M. & Baron, S. (2000). Student Perceptions of Service Quality In A Uk University Business and Management Study. Quality Assurance In Education. 8(2):85-95.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. NY: McGraw-Hill Irwin. Olorunniwo, F., Hsu, M.K., & Udo, G.J. (2006). Service Quality, Customer Satisfaction, and Behavioral Intentions in The Service Factory. Journal of Service Marketing. 20(1):59-72.
Parasuraman, A. (1998). Customer Service in Business-to-Business Markets: An Agenda for Research. Journal of Business and Industrial Marketing. 13(4/5): 309-321.
Parasuraman, A., Zeithamal, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing. 64(1):12-40.
Patterson P. & Spreng R. (1997). Modelling The Relationship Between Perceived Value, Satisfaction and Repurchase Intentions in A Business-To-Business, Services Context: An Empirical Examination. International Journal of Service Industry Management. 8(5):414-434.
Prajogo, D.I. (2002). The Relationship Between Total Quality Management Practices and Innovation Performance. Unpublished doctoral dissertation. Faculty Business and Economics. Monash University, Australia.
Razali, N.M. & Wah, Y.B. (2011). Power Comparisons of Shapiro-Wilk, Kolmogorov Smirnov, Lilliefors and Anderson-Darling Tests. Journal of Statistical Modelling and Analytics. 2(1):21-33.
Selnes, F. (1993). An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing. 27(9):19-35.
Swan, John E. & Linda J. C. (1976). Product Performance and Consumer Satisfaction: A New Concept. Journal of Marketing. 40(2):25–33.
Syukri, S.H.A (2014). Penerapan Customer Satisfaction Index dan Analisis Gap pada Kualitas Pelayanan Trans Jogja. Unpublished Bachelor Thesis. Fakultas Sains dan Teknologi- Universitas Islam Negeri Sunan Kalijaga.
Urban, G.L., Fareena S., & William J. (2000). Placing Trust at The Center of Your Internet Strategy. Sloan Management Review. [retrieved 20 December 2015; http://sloanreview.mit.edu/ article/placing-trust-at-the-center-of-your-internet-strategy/]
Wibawa, B.M, Sumarwan, U., & Dewi, F. (2014). Customer Satisfaction Analysis for Hydrovac Vaccine (Case Study on Catfish Farmers in Kabupaten Bogor). The International Journal of Business and Management. 2(11):1-9.
Wilk, M. B. & Gnanadisikan, R. (1968). Probability Plotting Methods for The Analysis of Data. Biometrika. 55(1):1–17
Yieh, K., Chiao, Y. and Chiu, Y. (2007). Understanding The Antecedents to Customer Loyalty by Applying Structural Equation Modeling. Total Quality Management. 18(3):267-284.
Belsley, D. A., Kuh, E. & Welsch, R. E. (1980). Regression Diagnostics ± Identifying Influential Data and Sources of Collinearity. New York: John Wiley and Sons.
Bloemer, J. & Odekerken-Schroeder, G. (2002). Store Satisfaction and Store Loyalty Explained by Customer- and Store-Related Factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. 15(1):68-80.
Bolton, R., & Drew, J. (2005). A Multistage Model of Customers Assessments of Service Quality and Value.
Journal of Consumer Research. 17(1): 375-384.
Byrne, B.M. (2010). Structural Equation Modeling with AMOS. Second edition. Taylor & Francis Group.
Cohen, J. & Cohen, P. (1975). Applied Multiple Regression / Correlation Analysis for the Behavioral Sciences. Elbraum, Hillsdale.
Dinas Pendidikan Provinsi Jawa Timur. (2013). Data Siswa-Siswi Kota Surabaya tahun 2011-2013.
Durong, N.N & Khoa, B.D. (2014). Study of Customer Satisfaction With Pay TV Services in Ho Chi Minh City of The K Plus. Scientific & Academic Publishing. 4(2): 31-37.
Fatima, J.K. & Razzaque, M.A. (2013). Service quality and satisfaction in banking sector. International Journal of Quality and Reliability Management. 31(4):367-379.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1):6-21.
Froehle, C.M. (2006). Service Personnel, Technology and Their Interaction in Influencing Customer Satisfaction. A Journal of Decision Science Institute. 37(1):5-38.
Gremler, D. & Brown, S. (1996). Service Loyalty: Its nature, Importance, and Implications. In Advancing Service Quality: A Global Perspective. International Service Quality Association. St John’s University, New York.
Gronroos, Christian. (2001). The Perceived Service Quality Concept – a Mistake? Managing Service Quality: An International Journal. 11(3):151-152.
Gronroos, Christian. (2007). A Service Quality Model and its Marketing Implication. European Journal of Marketing. 18(4):36-44.
Gruca, T. S. & Rego, L. L. (2005). Customer Satisfaction, Cash Flow, and Shareholder Value. Journal of Marketing. 69(3):115-130.
Haelsig, F., Swoboda, B., Morschett, D., & Schramm-Klein, H. (2007). An Intersector Analysis of The Relevance of Service In Building A Strong Retail Brand. Managing Service Quality. 17(4):428-448.
Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis (6th ed.). Uppersaddle River, N.J.: Pearson Prentice Hall.
Hansemark, O.C. & Albinsson, M. (2004). Customer Satisfaction and Retention: The Experiences of Individual Employees. Managing Service Quality: An International Journal. 14(1):40-57.
Hasanah, N.N. (2008). Pengujian Heteroskedastisitas pada Regresi Non Linier Dengan menggunakan Uji Glejser. Malang: Universitas Islam Negeri Malang.
Istijanto. (2009). Aplikasi Praktis Riset Pemasaran. Jakarta: Gramedia Pustaka.
Johnson, M. D. & Fornell, C. (1991). A Framework for Comparing Customer Satisfaction Across Individuals and Product Categories. Journal of Economic Psychology. 12(2):267-286.
Kaura, V., Prasad, D. & Sharma, S. (2015). Service Quality, Service Convenience, Price and Fairness, Customer Loyalty, and The Mediating Role of Customer Satisfaction. International Journal of Bank Marketing. 33(4): 404-422.
Kim, M.K., Park, M.C. & Jeong, D.H. (2004). The Effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecomunication Services. Journal of Telecommunications Policy. 28(1):145-159.
Kotler, P. & Keller, K.L. (2012). Marketing Management, 14 Edition. New Jersey: Prentice Hall.
Matzler, K., Sauerwein, E. & Heischmidt, K. (2003). Importance-Performance Analysis Revisited: the Role of the Factor Structure of Customer Satisfaction. The Service Industries Journal. 23(2): 112-129.
Matzler, K., Bailom, F., Hinterhuber, H., Renzl, B., & Pichler, J. (2004). The Asymmetric Relationship Between Attribute-Level Performance and Overall Customer Satisfaction: A Reconsideration of the Importance-Performance Analysis. Industrial Marketing Management. 33(4): 271-277.
Mayer, D.M., Ehrhart, M.G. & Schneider, B. (2009). Service Attribute Boundary Conditions of the Service Climate-Customer Satisfaction Link. Academny of Management Journal. 52(5): 1034- 1050.
Mittal, V. & Kamakura, W.A. (2001). Satisfaction, Repurchase Intention, and Repurchase Behavior: Investigating The Moderating Effect of Customer Characteristics. Journal of Marketing Research. 38(1):131–142.
Morelink Asia Pacific & Australian Education International (AEI). (2007). Profiles of The International Education Markets in Selected Indonesian Provinces. Canberra: Commonwealth of Australia.
Neolaka, A. (2014). Metode Penelitian dan Statistik. Bandung: Rosda.
Oldfield, B.M. & Baron, S. (2000). Student Perceptions of Service Quality In A Uk University Business and Management Study. Quality Assurance In Education. 8(2):85-95.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. NY: McGraw-Hill Irwin. Olorunniwo, F., Hsu, M.K., & Udo, G.J. (2006). Service Quality, Customer Satisfaction, and Behavioral Intentions in The Service Factory. Journal of Service Marketing. 20(1):59-72.
Parasuraman, A. (1998). Customer Service in Business-to-Business Markets: An Agenda for Research. Journal of Business and Industrial Marketing. 13(4/5): 309-321.
Parasuraman, A., Zeithamal, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing. 64(1):12-40.
Patterson P. & Spreng R. (1997). Modelling The Relationship Between Perceived Value, Satisfaction and Repurchase Intentions in A Business-To-Business, Services Context: An Empirical Examination. International Journal of Service Industry Management. 8(5):414-434.
Prajogo, D.I. (2002). The Relationship Between Total Quality Management Practices and Innovation Performance. Unpublished doctoral dissertation. Faculty Business and Economics. Monash University, Australia.
Razali, N.M. & Wah, Y.B. (2011). Power Comparisons of Shapiro-Wilk, Kolmogorov Smirnov, Lilliefors and Anderson-Darling Tests. Journal of Statistical Modelling and Analytics. 2(1):21-33.
Selnes, F. (1993). An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing. 27(9):19-35.
Swan, John E. & Linda J. C. (1976). Product Performance and Consumer Satisfaction: A New Concept. Journal of Marketing. 40(2):25–33.
Syukri, S.H.A (2014). Penerapan Customer Satisfaction Index dan Analisis Gap pada Kualitas Pelayanan Trans Jogja. Unpublished Bachelor Thesis. Fakultas Sains dan Teknologi- Universitas Islam Negeri Sunan Kalijaga.
Urban, G.L., Fareena S., & William J. (2000). Placing Trust at The Center of Your Internet Strategy. Sloan Management Review. [retrieved 20 December 2015; http://sloanreview.mit.edu/ article/placing-trust-at-the-center-of-your-internet-strategy/]
Wibawa, B.M, Sumarwan, U., & Dewi, F. (2014). Customer Satisfaction Analysis for Hydrovac Vaccine (Case Study on Catfish Farmers in Kabupaten Bogor). The International Journal of Business and Management. 2(11):1-9.
Wilk, M. B. & Gnanadisikan, R. (1968). Probability Plotting Methods for The Analysis of Data. Biometrika. 55(1):1–17
Yieh, K., Chiao, Y. and Chiu, Y. (2007). Understanding The Antecedents to Customer Loyalty by Applying Structural Equation Modeling. Total Quality Management. 18(3):267-284.
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