Kualitas Layanan dan Positive Word of Mouth

Yulius Jatmiko Nuryatno

Abstract

Penelitian ini dilakukan untuk menguji pengaruh kualitas layanan inti dan kualitas layanan tambahan terhadap positive word of mouth. Obyek penelitian adalah para siswa SMA St. Louis Semarang. Berdasarkan pada berbagai telaah pustaka yang telah dilakukan, maka dalam penelitian ini pihak peneliti mengajukan dua hipotesis. Teknik yang digunakan dalam penelitian ini menggunakan proportional sampling. Jumlah sampel yang digunakan sebanyak 81 sampel. Hasil dari data survey dijalankan dengan bantuan program SPSS. Instrumen pengukuran yang digunakan untuk ketiga variabel (kualitas layanan inti, kualitas layanan tambahan dan positive word of mouth) telah memenuhi syarat validitas dan reliabilitas. Hasil penelitian menunjukkan bahwa variabel independen kualitas layanan inti yang diajukan berpengaruh positif dan signifikan terhadap positive word of mouth, sedangkan variabel independen kualitas layanan tambahan yang diajukan berpengaruh positif namun tidak signifikan terhadap positive word of mouth. Hal ini berarti hipotesis pertama (H1) yang diajukan didukung.


The study was conducted to examine the effect of core service quality and extra service quality toward positive word of mouth. The selected object of the study is the student of Senior High School students St. Louis Semarang. Proportional sampling techniques which is used in this study, uses 81 samples. The results of the surveyed data further processed by regression analysis carried out with SPSS. Measurement instruments are used for all three variables, they are :quality of core services, service quality enhancements and positive word of mouth, which has qualified the validity and reliability. The results showed that the independent variables proposed core service quality has positive and significant impact on positive word of mouth, while the independent variables proposed additional service quality is positive but not significant effect on positive word of mouth.

Keywords

Core Service Quality; Pheripheral Service Quality; Positive Word of Mouth

Full Text:

PDF

References

Andreani, F. 2007. Experiential Marketing (Sebuah Pendekatan Pemasaran). Jurnal Manajemen Pemasaran. Vol. 2, No. 1, pp: 108-123.

Suharsimi, A. 2006. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.

Bove, L. L., Pervan, S. J., Beatty, S. E & Shiu, E. 2009. Service Worker Role in Encouraging Customer Organizational Citizenship Behaviors. Journal of Business Research. Vol. 62, No. 7, pp: 698–705.

Chevalier, J. A. 2005. The Effect of Word of Mouth on Sales: On Line Book Reviews. Yale School of Management.

Enis, K. K. C & Mokwa, M. P.1988. Marketing Classics: A Selections of Influential Articles. 8th Ed., Engewood, Cliffs, NJ: Prentice Hall International, Inc.

-------- 1988. SERQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing. Vol. 64, No. 1, pp: 12-40.

Ghozali, I. 2010. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Kuswanto, A. 2009. Pengaruh Kualitas Layanan Terhadap Tingkat Kepuasan Nasabah. Jurnal Ekonomi Bisnis. Vol. 2, No.14, pp: 23-37.

Lee, J. 2009. Understanding The Product Information Inference Process In Electronic Word-of –Mouth: An Objectivity-Subjectivity Dichotomy Pespective. Journal Information & Management. Vol. 146, No. 5, pp: 302-311.

Luo, X & Homburg, C. 2007. Neglected Outcomes of Customer Satisfaction. Journal of Marketing. Vol. 20, No.2, pp: 170-185.

Macintosh, G. 2007. Customer Orientation, Relationship Quality, And Relational Benefits to The Firm. Journal Of Services Marketing. Vol. 21, No. 3, pp: 150-159.

Parasuraman, A., Berry, L. L & Zeithaml, A. V. 1985. A Conceptual Model of Service Quality And Its Service Quality And Its Implication for Future Research, In B.M.

Riswono, H. T. 2010. Analisis Faktor-Faktor Yang Mempengaruhi Citra Dan Pengaruhnya Terhadap Word Of Mouth Pada Jasa Pendidikan. Jurnal Ilmu Ekonomi Aset. Vol. 12, No. 1, pp: 24-36.

Stuart, E. L., Donald, G & Simon, H. 2011. A Field Experimental Investigation of Managerially Facilitated Consumer-to-Consumer Interaction. Journal Of Travel & Tourism Marketing. Vol. 28, No. 6, pp: 656-674.

Swanson, S. R & Hsu, M. K. 2009. Critical Incidents in Tourism: Failure, Recovery, Customer Switching, And Word of Mouth Behaviors. Journal Of Travel & Tourism Marketing. Vol. 26, No. 2, pp: 180-194.

Sween, J. C., Soutar, G. N & Mazzarol, T. 2008. Factors Influencing Word of Mouth Effectiveness: Receiver Perspectives. European Journal Of Marketing. Vol. 44, Issue. 3/4, pp: 344–364.

Wenjing, D., Gu, B & Whinston, A. B. 2008. The dynamics of online word-of-mouth and productsales-An Empirical investigation of the movie industry. Journal of Reatailing. Vol. 8, No. 2, pp: 233-242.

View Counter: Abstract - 1865 and PDF - 1130

Refbacks

  • There are currently no refbacks.


Bookmark and Share