ANALISIS MANAJEMEN HUBUNGAN PELANGGAN MELALUI KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN PADA RESTORAN PIZZA HUT CABANG JEMBER

Abstract

This study aimed at analyzing the effects of customer relation management, via service quality, on the customer satisfaction using the service of Pizza Hut Restaurant of Jember branch. The study analyzed the correlations among attributes of service quality which enabled the achievement of customer satisfaction based on structural model. The study was descriptive research by using a survey method. Structural Equation Model was used to analyze the level of customer satisfaction. The variables of the study were the dimensions of customer relation management, process/procedure, and technology. The variables of the service quality consisted of tangibles, responsiveness, assurance, reliability, and empathy. The customer satisfaction were measured based on price, convenience of acquisition, and the employee experiences. AMOS 6 software was used to analyze the data and the results showed that: customer relation management had direct effect on the customer satisfaction with the value of 32.6%, customer relation management had direct effect on the service quality with the value of 85.7%, service quality had direct effect on the customer satisfaction with the value of 48.4%, and the customer relation management had direct effect on the customer satisfaction via service quality with the value of 62.6%.