Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
Investigating Restaurant Service Quality in Omnichannel Marketing
Skripsi, 007 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:16:14
Oleh : Difa Muthi Fadhilafasya - 175264006 (difa.muthi.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Omnichannel, Customer Satisfaction and Customer Loyalty
Business competition in retail is getting tougher day by day. If a company wants to increase its competitive advantage in the market, it must be able to provide superior services to meet consumer needs. Excellent service quality has a positive effect on customer satisfaction and customer loyalty and both of these can increase profits. three things that become problems in omnichannel marketing are Incomplete customer data across channels (50%), Poor data integration (48%), and Too much data to manage (45%). Omnichannel services are very important to find out how the service is provided and also to improve services that are not yet maximized and maintain good service quality. this research aims to determine the omnichannel restaurant service quality on customer satisfaction and customer loyalty. This study conducted 349 respondents. The research model is validated using a close questionnaire survey, to the validity of the scale. Analysis data processed using smartpls3 and spss. This research model consists six dimensions which are integration, physical store, interaction, visual design, product availability, and food quality and there is two variable customer satisfaction and customer loyalty. the result demonstrates that four dimensions have a significant and positive impact on customer satisfaction and an indirect effect on customer loyalty. The fourth dimensions are integration, interaction, physical storage, and food quality. And two dimensions do not have an impact on customer satisfaction and customer loyalty, the dimensions are aesthetic design and product quality. The outcome of this research will be a guidebook about omnichannel restaurant service quality to enhance the service that delivers to the customer.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:16:14
Oleh : Difa Muthi Fadhilafasya - 175264006 (difa.muthi.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Omnichannel, Customer Satisfaction and Customer Loyalty
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Deskripsi Alternatif :Business competition in retail is getting tougher day by day. If a company wants to increase its competitive advantage in the market, it must be able to provide superior services to meet consumer needs. Excellent service quality has a positive effect on customer satisfaction and customer loyalty and both of these can increase profits. three things that become problems in omnichannel marketing are Incomplete customer data across channels (50%), Poor data integration (48%), and Too much data to manage (45%). Omnichannel services are very important to find out how the service is provided and also to improve services that are not yet maximized and maintain good service quality. this research aims to determine the omnichannel restaurant service quality on customer satisfaction and customer loyalty. This study conducted 349 respondents. The research model is validated using a close questionnaire survey, to the validity of the scale. Analysis data processed using smartpls3 and spss. This research model consists six dimensions which are integration, physical store, interaction, visual design, product availability, and food quality and there is two variable customer satisfaction and customer loyalty. the result demonstrates that four dimensions have a significant and positive impact on customer satisfaction and an indirect effect on customer loyalty. The fourth dimensions are integration, interaction, physical storage, and food quality. And two dimensions do not have an impact on customer satisfaction and customer loyalty, the dimensions are aesthetic design and product quality. The outcome of this research will be a guidebook about omnichannel restaurant service quality to enhance the service that delivers to the customer.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor: Dr. Mohamad Farid Najib, S.E., M.Si.
Co-Supervisor: Nugroho Hardiyanto, S.E., M.Si., Editor: Erlin Arvelina
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File : DIRECTORY - 175264006.pdf
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File : CHAPTER 1 - 175264006.pdf
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File : CHAPTER 2 - 175264006.pdf
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File : CHAPTER 5 - 175264006.pdf
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