THE INFLUANCE OF ADVERTISING TO BUYING INTENTION IN THAI LION AIR
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Institusion
Universitas Bhayangkara Surabaya
Author
Anisa, Pratama, Anisa Putri
Subject
HRD Management
Datestamp
2019-11-30 05:12:31
Abstract :
The customer?s standard of living and consciousness is demanding the importance of service quality. Service quality is mandatory to provide added value to the customers, retain and make loyal customers. This study focuses on the customer expectation, customer perception and the gap between customer expectation and perception to measure the service quality. We have analyzed the service quality which has a great impact on customer satisfaction. Our objective was to find out the service gap between customer?s expectation and perception, the gap between customer?s expectations and perceptions of Bossotel Bangkok regarding the service quality of the hotel. This service gap has been analyzed by using SERVQUAL model based on 22 statements of five dimensions (tangibles, reliability, responsiveness, assurance and empathy). We have used the quantitative method to explain the gap. To collect the primary data, survey on customer of Bossotel Bangkok has been arranged by using questionnaires. The result of this study showed that the SERVQUAL Gap between expectation and perception of the quality service was negative. The perception is lower than expectation. This negative gap indicates that customers were dissatisfied with the quality services. Empathy dimension was the most important dimension with the lowest gap.
The customer?s standard of living and consciousness is demanding the importance of service quality. Service quality is mandatory to provide added value to the customers, retain and make loyal customers. This study focuses on the customer expectation, customer perception and the gap between customer expectation and perception to measure the service quality. We have analyzed the service quality which has a great impact on customer satisfaction. Our objective was to find out the service gap between customer?s expectation and perception, the gap between customer?s expectations and perceptions of Bossotel Bangkok regarding the service quality of the hotel. This service gap has been analyzed by using SERVQUAL model based on 22 statements of five dimensions (tangibles, reliability, responsiveness, assurance and empathy). We have used the quantitative method to explain the gap. To collect the primary data, survey on customer of Bossotel Bangkok has been arranged by using questionnaires. The result of this study showed that the SERVQUAL Gap between expectation and perception of the quality service was negative. The perception is lower than expectation. This negative gap indicates that customers were dissatisfied with the quality services. Empathy dimension was the most important dimension with the lowest gap.
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