THE ROLE OF SERVICE QUALITY AND CUSTOMER SATISFACTION: A CASE STUDY FOR APPLICATIONS OF GO-FOOD

Abstract

Current technological developments have made entrepreneurs to facilitate an effort to be known by many people. In the current era of technology, the community is greatly helped by the existence of various kinds of applications that facilitate their business. The desire of the community in obtaining the order is a matter of great concern to a technology company. Various kinds of facilities provided by the company will support Service Quality. This study aims to test whether Service Quality affects customer loyalty directly and indirectly through Customer Satisfaction. In this study, we will survey application users Go-Food by using a structured questionnaire. The sample used as many as 119 Go-food application users participated in this study. In this study revealed that Service Quality has a direct effect on Customer Satisfaction, which then directly affects Loyalty. Go-Food customer loyalty does not guarantee that Go-Food management only increases the quality of service to customers. To achieve Go-Food customer loyalty, Go-Food must ensure satisfaction from its customers, because of the many factors that can affect the satisfaction of Go-Food customers, the management of Go-Food must improve the quality of its services with various promotions or socialization activities. The data analysis method used is Structural Equation Modeling (SEM) by using 119 respondents as the study sample in 2019.

Keywords

• Service quality
• loyalty
• customer satisfaction