ANALISIS PENGARUH SERVICE QUALITY DAN SENSORY EXPERIENCE TERHADAP CUSTOMER SATISFACTION MELALUI PERCEIVED VALUE DAN PERCEIVED QUALITY SEBAGAI MEDIASI PADA LAYANAN GRAB
Keywords:
Service Quality and Sensory Experience, Customer Satisfaction, Perceived Value and Perceived Quality Grab
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Service Quality berpengaruh terhadap Sensorik Experience, dan Sensory Experience berpengaruh terhadap customer sarisfaction dengan perceived value dan perceived quality sebagai mediasi, dengan objek penelitian yaitu pengguna layanan Grab. Metode penelitian yang digunakan adalah metode self-administred survey dengan menggunakan kuesioner melalui skala 1-10. Kuesioner didistribusikan kepada 280 responden menggunakan purpose sampling. Dengan kriteria sampel yaitu pengguna ojek online Grab dengan usia minimal 17 tahun yang berdomisili di jawa barat dan pernah menggunakan layanan Grab. Alat analisis yang digunakan yaitu Structural Equation Modeling (SEM) dengan software AMOS. Hasil analisis menunjukan bahwa Service Quality berpengaruh terhadap Sensory Experience, Sensory Experience berpengaruh terhadap perceived Value, Sensory Experience berpengaruh terhadap perceived Quality, Perceived Value berpengaruh terhadap Customer Satisfaction, Perceived Quality berpengaruh terhadap Customer Satisfaction, serta Perceived Value dan Perceived Quality dapat memediasi secara positif antara hubungan Sensory Experience terhadap Customer Satisfaction.
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Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. In Journal of Consumer Psychology (Vol. 22, Issue 3, pp. 332–351).
Askariazad, M. H. (2015). An application of European Customer Satisfaction Index (ECSIA) in Business to Business (B2B) Context. Journal of Business and Industrial Marketing, 17-31.
Baumgarth, C. (2011). Sales force impact on B-to-B brand equity: Conceptual framework and empirical test. Journal of Product and Brand Management, 487-498.
Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of retailing, 30.
Bilgihan, A. (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 102-119.
Bolton, R. N. (1991). A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes. Journal of Marketing, 1-9.
Canny, I. (2014). Measuring the Mediating Role of Dining Experience Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of Casual Dining Restaurant in Jakarta. International Journal of Innovation, Management and Technology, 5.
Chen, C. F. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 7.
Cronin, J. J. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 193-218.
Dodds, W. B. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Source: Journal of Marketing Research, 307-319.
Fornell, C. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Source: Journal of Marketing, 18.
Garg, A. (2021). Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia. Tourism and Management Studies, 51-62.
Gentile, C. (2007). How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 395-410.
Indrayani, L. (2014). PERAN PERSEPSI KUALITAS PRODUK DALAM MEMEDIASI. 17.
Jayawardhena, C. (2007). Consumers online: Intentions, orientations and segmentation. International Journal of Retail and Distribution Management, 15.
Kim, J. H. (2014). Cross-Cultural Validation of a Memorable Tourism Experience Scale (MTES). Journal of Travel Research, 323-335.
Molinari, L. K. (2008). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Services Marketing, 363-373.
Oh, R. (2021). A multi-year microlevel collective risk model. nsurance: Mathematics and Economics, 309-328.
Olsson, L. E. (2013). Efficacy of person-centred care as an intervention in controlled trials - a systematic review. Journal of Clinical Nursing, 456-465.
Pakurár, M. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability (Switzerland), 24.
Parasuraman, A. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 41.
Park, J. (2022). Importance of offline service quality in building loyalty of OC service brand. Journal of Retailing and Consumer Services, 8.
perspective, T. i. (2007). Cretu, Anca E. Industrial Marketing Management, 230-240.
Philip Kotler, K. L. (2012). Marketing Management.
Rahman, R. (2020). SpotLight on Dynamics of Individual Learning. Topics in Cognitive Science, 17.
Samudro, A. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters, 8.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 17.
Seth, R. B. (2005). Identification and characterization of MAVS, a mitochondrial antiviral signaling protein that activates NF-κB and IRF3. Cell, 14.
Verhoef, P. C. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 41.
Wafa1, R. S. (2023). Persepsi Nilai Mampu Memediasi Terwujudnya Kepuasan Pelanggan. 12.
Wu, Z. (2020). Characteristics of and Important Lessons from the Coronavirus Disease 2019 (COVID-19) Outbreak in China: Summary of a Report of 72314 Cases from the Chinese Center for Disease Control and Prevention. JAMA - Journal of the American Medical Association, 4.
Yin Lam, S. (2004). Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration From a Business-to-Business Service Context. 19.
Zeithaml, V. A. (1988). Synthesis of Evidence. Journal of Marketing, 22.
Zeithaml, V. A. (2020). Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues. Journal of Service Research, 24.
Published
2024-11-06
Section
Articles
Copyright (c) 2024 Faraz Abdillah Deni
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
