PENGARUH SERVICE QUALITY, CUSTOMER SATISFACTION TERHADAP BEHAVIOURAL INTENTION PADA LAYANAN CITILINK
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Abstract
Tujuan dari tesis ini adalah menguji hubungan antara konstruk kualitas pelayanan, kepuasan pelanggan dan niat perilaku penumpang darisatu operator murah yang menawarkan layanan penerbangan di Indonesia. Sebuah sampel kecil dari 160 penumpang yang melakukanperjalanan pada operator murah di Indonesia dalam 12 bulan sebelumnya yang disurvei untuk menguji empat hipotesis hubungan antara konstruk kualitas pelayanan, kepuasan pelanggan dan niat perilaku menggunakan structural equation modelling. Hasil empiris menunjukkan bahwa kualitas pelayanan memiliki pengaruh positif terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh positif terhadap word-of-mouth dan niat pembelian kembali. Pelanggan tersebut melakukan komunikasi word-of-mouth yang positif dan memiliki niat pembelian kembali yang tinggi. Kepuasan pelanggan tidak berpengaruh negatif terhadap umpan balik.
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