Hubungan Kualiti Perkhidmatan Terhadap Kesetiaan Pelanggan Dan Kepuasan Pelanggan
Abstract
Objektif utama kajian ini adalah untuk menyiasat hubungan antara kualiti perkhidmatan, kepuasan pelanggan dan kesetiaan pelanggan di Malaysia. Kerangka konteks kajian ini diadaptasi daripada rangka kerja SERVQUAL sedia ada dan kemudiannya digunakan dalam industri perkhidmatan telekomunikasi. Data kajian dikumpul menggunakan borang soal selidik dengan sasaran responden berumur 17 tahun ke bawah hingga 40 tahun ke atas. Setelah semua data dikumpul, perisian SPSS dan PLS digunakan untuk regresi. Seratus lima puluh sembilan responden telah mengambil bahagian dalam tinjauan daripada 200 soal selidik yang diedarkan. Dalam mencari kajian ini, terdapat hubungan yang positif antara kepuasan pelanggan dan kesetiaan. Terdapat hubungan yang kukuh antara tujuh pembolehubah yang digunakan dalam kualiti perkhidmatan terhadap kepuasan pelanggan dan pengantara. Ia memberikan pandangan dan cara yang berbeza dengan ringkasan penemuan yang menyimpulkan bahawa 2 daripada tujuh pembolehubah memberi kesan kepada kepuasan pelanggan.
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