THE ROLE OF QUALITY SERVICE IN INCREASE SATISFACTION CUSTOMERS : A STUDY IN BUSINESS UNIVERSITY HOSPITALITY
Minrohayati1,
Kurnia Endah Riana2, Untung Utan Sufandi3,
Rini Dwiyani Hadiwidjaja4, Yanuar Trisnowati5
Universitas Terbuka,
Indonesia
E-mail: [email protected]1,
[email protected]2, [email protected]3,
[email protected]4
Corresponding Author: Minrohayati
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Abstract |
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Satisfaction customer,
business hospitality, Indonesia, quality
services, Open University |
Study This aiming For analyze
dimensions Quality Services, analyzing attribute services, and analyze
influence Quality Service to Satisfaction Customers in Business Hospitality.
Open University (UT), as State Universities with Legal Entities (SU-LE) in
Indonesia, operate various business units, including service hospitality like
guesthouse and facilities meeting. Research This focus on analysis quality
service and satisfaction customer in service UT's hospitality. UT aims to For increase flow non- tuition income through operation
his business, making quality service the hospitality as aspect important from
its performance in a way overall. Respondents who completed study This as
many as 379 customers guesthouse and facilities meeting . Data used in study
This is primary data sourced from from
questionnaires distributed to customers. The research method used is
analysis gap analysis, IPA analysis, and Structural Equation Model. Variables
that influence satisfaction customer is variable tangible and responsive,
whereas variables that can dependable, reassuring and empathetic No influence
satisfaction UT guest house customers. Research This contribute to the attributes quality service and satisfaction customer in
business state university hospitality. Research This is exploration
preference every customer about perceived satisfaction and level the
expected importance For services provided by a
business hospitality. under the terms and conditions of the Creative Commons Attribution
(CC BY SA) license ( https://creativecommons.org/licenses/by-sa/4.0/ ). |
In the era
of increasing globalization competitive, quality service has become element key
for success various industry, including sector hospitality. This industry No
only face demands tall from customer local but also must compete globally
in fulfil hope customer increasingly international diverse . In
the context of business university hospitality, quality service become more
complex Because must integrate function service academic and non- academic.
This is in line with Parasuraman, Zeithami, and
Berry's (1985) research emphasized importance dimensions quality service in
build satisfaction customer as factor main sustainability business. Research
previously has show that quality service own close
relationship with satisfaction customers (Hasan et al., 2009; Hanaysha et al., 2011; Mariana & Redjeki
, 2020).
In general
specific, issue quality services in the sector university hospitality includes
management experience guests involved various aspects, such as
accommodation, facilities conference , services food ,
until sustainability environment. Changes preference global consumers towards
more personal, customer - based services technology, and friendly environment
demand innovation continously in management services
(Wolor & Sari, 2021). In addition, competition with provider service
hospitality commercial other push business university hospitality for increase
superiority competitiveness through improvement quality service in a way
systematic.
Urgency
study This lies in the effort understand How quality service can improved For fulfil expectation repeat customers develop. A in
-depth study about connection between quality service and satisfaction customer
in context university hospitality is very necessary For
give outlook strategic for manager service. This is important For build loyalty customers and improve the university's
reputation as institutions that do not only superior in field academic but also
in non- academic services. As expressed by Weerasinghe and Fernando (2018), a
better understanding Good about factors that influence satisfaction customer
can help institution education high, including business university hospitality,
for develop a more comprehensive strategy effective.
Review
library show that various models and approaches has developed For measure quality services and their impact to
satisfaction customers. The SERVQUAL model developed by Parasuraman et al.
(1985) is one of the most popular models used For
identify gap between expectations and perceptions Customers. Research others,
such as those by Ahmed and Masud (2014), emphasize importance evaluation
quality service For increase satisfaction customers in
institutions education high. In addition, a study by Chui et al. (2016) showed
that matrix improvement service can become effective tool For identify
areas in need repair . In a more detailed context area,
Ghozali (2018) and Sugiyono
(2018) provide approach relevant methodology For
measure quality service in a way quantitative and also qualitative.
Study This
also provides Updates in literature related with explore How quality services
in the sector university hospitality can optimized through approach holistic.
This is covers analysis dimensions specific services, such as reliability,
power responsiveness, assurance, empathy, and evidence physical (Tjiptono & GC, 2019), and integration technology For increase efficiency and experience customers (Shaari,
2014). Additionally, research This aiming For
evaluate the effectiveness of the service strategy implemented by the business
university hospitality in fulfil need diverse customers.
Research
purposes This is For analyze role quality service in
increase satisfaction customers in the sector university hospitality. In
special, research This aiming For identify factors key
quality services that affect satisfaction customer, evaluate the effectiveness
of existing service strategies, and provide recommendation practical For
management more services good. Research results This expected can give
contribution significant for manager business university hospitality in
increase quality service and build superiority sustainable competitiveness. In
addition, research this is also expected can enrich literature related with
give outlook new about dynamics quality service in unique and complex
context like business university hospitality.
With
integrate various references, such as Ahmed and Masud (2014), Chui et al.
(2016), Dursun et al. (2013), and Wolor & Sari (2021), research This offer
a comprehensive approach in explore connection between quality service and
satisfaction customers. In addition, research It also utilizes models and
approaches. methodology developed by Ferdinand (2016), Ghozali
(2018), and Sugiyono (2018 )
for ensure validity and reliability of the data collected. With Thus, research
This No only relevant in a way academic but also has implications significant
practical for management services in the sector university hospitality.
2 Materials and Methods
Research methods used is approach
quantitative. Quantitative methods used in study about quality service,
priority development business, and satisfaction customer. Data used in study
This is primary data. Primary data is data obtained direct from data source.
Research data source This in the form of questionnaires distributed to
customers who visit, interviews, and observations. Population in study This is
visitor business Open University Hospitality for 6 months lastly, well stay the
night or use field and space meeting. Technique of taking sample in study This
is with using Accidental Sampling. Accidental sampling is the process of taking
Respondent For made into sample based on a random sample encountered by
researchers. then respondents who are considered suitable used as data source (Sugiyono, 2018 ). Sample data used
in study This is 380 subscribers .
Questionnaire used For collect data
about quality service and satisfaction customer user business hospitality at
the Open University of 2019 to 2021. Questionnaire use 5- point Likert
scale : 1 = very much disagree agree and 5 = strongly agree . Questionnaire
covers five dimensions quality service academic , namely tangibles,
reliability, responsiveness, assurance, and empathy which were adopted and
modified by (Chui et al., 2016; Mariana et al ., 2020; Mulyono et al ., 2020; Sembiring & Rahayu, 2020; Udo et al., 2011). The stages
data analysis conducted in study is as following :
1.
Analysis gap SERVQUAL
method
The
SERVQUAL method is one of the most widely used models. used For evaluate hope
customers and perception they about quality service . 5- point Likert scale
applied For measure variables . Parasuraman, Zeithaml, and Berry (1985)
developed a model and used the words "Perceived service quality" as
replacement quality service . Service perceived is results comparison
between expectation customer before accept service (expected service) and
experience service real customers . Desired expectations . covering requests
and desires customer related with services provided .
Gap
value For every partner question use Zeithaml, et al., 1990 formula ( Tjiptono , 2019). Gap Score = Average Perception Score �
Average Expectation Score.
2.
Matrix Interest Performance
Analysis (IPA)
science
matrix consists of from The X axis represents interests and the Y axis
representing performance . The results of the IPA Matrix are in the form of
four quadrant , each quadrant is combination from interest and performance
given by respondents For every service with different values .
Fourth quadrant science own characteristics as following (Silva &
Fernandes, 2010); Quadrant A ( Concentration here ) � interests high ,
performance low : need attention quick For repair and is weakness main ;
Quadrant B ( Fixed with good job ) : interests height , and performance high ,
shows opportunity For reach or maintain superiority competitive and is strength
main ; Quadrant C ( Priority) low ) - interest low , performance low : is
weakness small and not need effort addition ; and Quadrant D ( Possibility
excessive ) � interests low , performance height : shows that source Power
business committed to attributes This will excessive and must used elsewhere .
3.
Hypothesis testing use
Structural Equation Model (SEM) method
Study
This use Structural Equation Modeling (SEM) analysis with PLS software for
processing data. Seven steps to be taken done For compile analysis path ,
namely (Ferdinand, 2016): (1) Development of Theoretical Model ; (2)
Development of Path Diagram or flow diagram ; (3) Change the flow diagram
become equality structural and measurement models ; (4) Selecting input matrix
and model estimation ; (5) Analyze possibility problem identification ; (6)
Evaluation criteria suitability ; and (7) Evaluation criteria compatibility .
Testing
hypothesis done with analyze the resulting CR value and P value from Regression
Weights test data processing and then compare it with the required statistical limit , which is above 1.96 for CR value and below 0.05 for
P value. Next , we will discuss testing hypothesis. is
done in a way gradually in accordance order hypothesis that has been proposed.
In the research this, testing connection causal between variable done with
using one test side on level 5% significance.
Sampled respondents in study
This is customer business Open University hospitality which is deliberately
found after use facilities, good lodging or guest house, or use room court and
room meeting for 6 months lastly , namely from March
to August 2023. Customers guest who became Respondent in study This are 161
people or 42% male and the remaining 219 people or 42% are female female. Age UT guest house customers who become Respondent
be in range aged 21 to 30 years , namely 153 people or 40%. Customers aged 31
to 40 years is 24% and customers aged 41 to 50 years is 79 people or 21% of the
total number respondents . While the rest is 6% of customers aged not enough
out of 20 years, 3 people are over 60 years old or Can
it is said only 1%. 10 responses No mention profile age they. Profile work
respondents shown in Figure 2 show that majority visitors Work as academics,
good as lecturer, teacher, staff teacher , even
students and students. 14% of visitors visitor
profession as employee private and as many as 42 people or 11% of visitors
visitor Work as Civil Servants (PNS), while 17 visitors visitor is
entrepreneurs. Some visitor No mention work them,
namely 14%. Almost 50% of visitors are Respondent study own objective private,
while 44% stayed at UT guesthouse as part from assignment official by a agency. 7% of visitors No
mention objective use facility lodging and space meeting.
The SERVQUAL method is one of the most
widely used models. used For evaluate hope customers and perception they about
quality service . 5- point Likert scale applied For
measure variable. Points applied is (1) very much not agree, (2) no
agree, (3) agree, (4) strongly agree, and (5) strongly disagree agree.
Questionnaire covers five dimensions quality service academic
, namely tangibles, reliability, responsiveness, assurance, and empathy.
Each indicator will evaluate perceived satisfaction (performance) and
importance (importance) expected by customers guest.
Gap value For every partner question use Zeithaml
formula, et al., 1990 (Tjiptono, 2019). Gap score =
Average importance score � Average satisfaction score.
Reliability test is how far the results
measurement use the same thing will produce the same data
Validity test is test that works For see whether a tool valid measure or invalid.
Validity test results instrument show
that all question items environmental, social, and governance variables have
p-value product-moment correlation <0.05 so concluded that questions
used For measure environmental, social, and governance variables are
valid and feasible For analyzed more continued . From the results of the
reliability test instrument, Cronbach's alpha value on the variable environment,
social, and governance > 0.7, so that concluded that compilation question
questionnaire about environmental, social and governance stated can reliable
and can trusted as tool measure that produces consistent answers.
Hypothesis study can accepted if p-value < 0.05
(α=5%). Here This is estimation mark coefficient hypothesis test path and
results study :
Table 1. Estimated Values Path Coefficient and Testing
Hypothesis
|
Road |
Original Sample |
T Statistics |
P Value |
R2 customized |
Decision |
|
Satisfaction
→ the Real |
0.355 |
2,904 |
0.004 |
0.483 |
Accepted |
|
Satisfaction
→ that can be achieved Relied on |
0.132 |
0.986 |
0.324 |
Rejected |
|
|
Responsiveness
→ Satisfaction |
0.195 |
2,235 |
0.025 |
Accepted |
|
|
Guarantee
→ Satisfaction |
0.050 |
0.429 |
0.668 |
Rejected |
|
|
Empathy
→ Satisfaction |
0.017 |
0.147 |
0.883 |
Rejected |
Table 1 shows that coefficient track For the
influence of tangibles on satisfaction is 0.355 with p- value 0.004 < 0.05.
This result conclude that tangible own significant
effect to satisfaction. This means that the more Good factor real can increase satisfaction in a way
significant. Based on results said, the hypothesis that suspects factor real
influence satisfaction can accepted (Ha accepted). Coefficient track For
influence influence that can rely on satisfaction is
0.132 with p- value 0.324 > 0.05. This result conclude
that reliability No own effect significant on satisfaction. This means that the
more Good factor reliability, satisfaction No increase
in a way significant. Based on results said, the hypothesis that suspects
factors that can reliable influence satisfaction No
can accepted (Ha rejected).
Coefficient track For influence responsiveness to
satisfaction is 0.195 with p- value 0.025 < 0.05. This result conclude that Power responsive own significant effect
to satisfaction. This means that the more Good factor
Power responsive, satisfaction will increase in a way significant. Based on
results said, the hypothesis that factor responsive influence satisfaction can
accepted (Ha accepted). Coefficient track For influence guarantee to
satisfaction is 0.050 with p- value 0.668 > 0.05. This result conclude that
guarantee No influential significant to satisfaction customers. This means that
the factor increasing guarantees Good No increase satisfaction in a way
significant. Based on results said, the hypothesis that factor guarantee
influence satisfaction No can accepted (Ha rejected). Coefficient track
influence empathy to satisfaction is 0.017 with p- value 0.883 > 0.05. This
result conclude that empathy No influential
significant to satisfaction customers. This means that the factor empathy that
becomes more Good No increase satisfaction in a way significant. Based on
results said , the hypothesis that factor empathy
influence satisfaction No can accepted (Ha rejected).
The R-Square value shows how much Lots variable
exogenous can explains (influences) endogenous variables. The R-Square value
shows how much Lots variable exogenous can explain (influence) endogenous
variables. It is known that R-Square value of variable decision investment is
0.483, which means that percentage satisfaction customers who can explained
with tangible, reliable, responsiveness, assurance, and empathy is 48.3%, while
the remaining 51.7% is explained by other variables outside the model.
Discussion
Open University as one of the institution education
service public expected capable increase its
performance, in particular service to public with to practice healthy business.
Business competitive services means capable give service to
public with market price or below However still notice quality services
provided. Research results This in a way empirical prove that quality service
from five dimensions the influential significant to satisfaction students .
Satisfaction UT guesthouse customers are influenced by the quality service in
five dimensions, namely Tangibles, Reliability, Responsiveness, Assurance, and
Empathy. Quality service influence satisfaction as proven in study this, thing
This in line with results research (Bass et al. 2003; Hasan et al. 2009; Hanaysha et al. 2011; Chui et al. 2016; Weerasinghe and
Fernando 2018; Anisah et al. 2020; Mariana et al. 2020; Mulyono et al . 2020; Naim 2020 ). According
to Nalurita & Mulyanto,
quality 2021 service will be influence satisfaction.
Form or form the
physical university is UT guest house location, cleanliness and comfort space,
and availability facility Supporter others. If the evidence physical
given good, expectation student will high. The more Good perception
customer to things real or proof physique guesthouse or accommodation, then
will the more tall satisfaction and vice versa, if perception customer to proof
physique weak , satisfaction will also be more low .
This supports a number of study previously, including (Hasan et al. 2009; Hanaysha et al. 2011; Chui et al .
2016; Mulyono et al. 2020). The form of service in the form of Tangibles
provided by the UT guest house, including : following : The strategic and easy
location of the university reachable, available clean and comfortable room, has
an attractive layout, available facility attractive room,
has facility comfortable room, providing complete facilities,
has various facility like gym, field tennis, sauna, available tool fire
extinguisher enough fire, have room complete meeting, has
comfortable environment , material promotion through flyers, web and
social media.
n't any significant influence between
Reliability and satisfaction customers . Research results This in line with
(Hasan et al. 2009; Hanaysha et al . 2011; Dursun et
al. 2013; Hazilah Abd Manaf et al. 2013; Shaari 2014;
Chui et al. 2016; Weerasinghe and Fernando 2018; Mulyono et al. 2020).
Reliability is the university's ability to give service in accordance with what
was promised in a way accurate and reliable. The form of service included in
Reliability related with capable Wisma UT employees give service as promised,
Wisma UT employees can reliable in
finish problem service Guests, Wisma UT provides clear information about
quality service they, Wisma UT has performance accurate service, Wisma UT
provides service appropriate time, UT homestead completed problem service with
sincere, and UT guesthouse guard guest data confidentiality.
Responsiveness influence satisfaction
customers . Research results This support research (Hasan et al. 2009; Hanaysha et al. 2011; Ahmed and Mehedi Masud 2014; Chui et
al. 2016; Mulyono et al. 2020). There is no significant influence
between certainty and satisfaction . With Thus, the hypothesis states that that
No There is significant influence between guarantee and satisfaction can
accepted. This result in line with research (Hasan et al.
2009; Hanaysha et al . 2011; Dursun et al . 2013; Hazilah Abd Manaf et al . 2013; Ahmed and Mehedi Masud
2014). Empathy does not influence satisfaction customers. Wisma UT employees
provide attention special to every Guests, employees of Wisma UT understand
request specific every Guests, Wisma UT employees serve they with full heart,
and Wisma UT employees received bait come back positive from every guest . Research results is as following (Hasan et al. 2009;
Hanaysha et al . 2011; Dursun et al . 2013; Ahmed and
Mehedi Masud 2014; Shaari 2014). However , results
study This No in line with (Hazilah Abd Manaf et al.
2013; Chui et al. 2016).
4
Conclusion
Dimensions real from mark gap the
biggest occurs on the indicator facility pool swimming . Dimensions reliable
who has largest gap value is performance accurate service. Gap value the
biggest in the dimension of responsiveness is indicator that UT guesthouse
staff ready respond request guest. Indicators known by employees UT
guest house for give service information regarding the area around UT (malls,
places tourism, etc.) is indicators that have largest gap value in dimensions
guarantee. The last one is indicator that employee UT guesthouse understands
request specific from every guests who have gap the
biggest in dimensions empathy. There is none variables
in quadrant A or Can it is said that service Open University hospitality. The
Responsiveness and Assurance variables are in quadrant B, which means variable
own level relative satisfaction tall so that must maintained.
Quadrant C is quadrant priority low with mark satisfaction low and interest low,
namely Tangible and Empathy. The variables in quadrant D (Possibility) excessive ) - interest low, performance high. The variables
considered not enough important and excessive so that can reduced For save cost
is Reliable. Business competitive services means capable give service to
public with market price or below However still notice quality services
provided. Variables that influence satisfaction customer is variable
real and responsive, while reliability, assurance, and empathy variable No
influence satisfaction UT guest house customers.
5
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