Dominasi Empati dan Keandalan dalam Membentuk Kepuasan Pelanggan: Evaluasi terhadap Dimensi SERVQUAL pada PT Pos Indonesia (Persero) Cabang Kupang
Kata Kunci:
Service Quality, SERVQUAL, Customer Satisfaction, Reliability, Empathy, PT Pos IndonesiaAbstrak
Service quality influences customer satisfaction in service firms, but its dimensions affect satisfaction unequally. This study examines how tangibles, reliability, responsiveness, assurance, and empathy impact customer satisfaction at PT Pos Indonesia (Persero), Kupang Branch. Using a quantitative survey of 50 customers selected by accidental sampling, data were gathered via Likert-scale questionnaires and analyzed with multiple linear regression in SPSS 18.0. Simultaneous testing shows the five dimensions significantly affect customer satisfaction (F = 11.306; p < 0.05). Partially, only reliability (β = 0.322; p = 0.036) and empathy (β = 0.338; p = 0.018) exert positive, significant effects; tangibles, responsiveness, and assurance do not. The coefficient of determination (R² = 0.562) indicates service quality explains 56.2% of variation in customer satisfaction, with the remaining 43.8% attributed to other factors outside the model. The results suggest that enhancing customer satisfaction at PT Pos Indonesia (Persero), Kupang Branch depends more on service reliability and employee empathy than on other service quality dimensions.Keywords: service quality, SERVQUAL, customer satisfaction, reliability, empathy, PT Pos Indonesia.
Unduhan
Referensi
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