ANALISIS PENGARUH PERSEPSI ATAS ORIENTASI PELANGGAN DAN REPUTASI PERUSAHAAN TERHADAP ORIENTASI PELAYANAN STRATEGIK DAN DAMPAKNYA PADA KEPUASAN PELANGGAN


ABSTRACT: This research analyzes the effect of perception on customer orientation and perception on company reputation on perception of strategic serviceorientation and its impact on customer satisfaction. The research problem isbased on 2 (two) issues: first is research gap based on previous researchbackground for example, referring to the borders and direction of researchwill come on and inconsistent with previous findings such as in Homburg etal., ( 2002); Chenet et al., (2000); Pelham, (1997); Doney and Cannon (1997). And the second comes from the research problems, which is found inthe data that gives an overview of the condition of PT. Mandalatama Armada Motor deals with the targets and sales realization of "Honda"brand products in Semarang region, where in 2005 PT. MandalatamaArmada Motor can not meet the targeted marketing of 869 units and can only be realized 725 or 83% only.
A model has been developed and five hypotheses have been formulatedto address this research problem. Sampling technique is purposive method (purposive sampling). Respondents from this study amounted to 120respondents, where respondents are customers of PT. Mandalatama Armada Motor. The data analysis tool used is Structural Equation Modeling (SEM)in AMOS 4.01 program. The results of this research data analysis show the model and research results can be received well. And furthermore the resultsof this study prove the influence of perceptions on customer orientation toperceptions of strategic service orientation is a significant positip. Perceptions of a company's reputation have a positive effect on perceptions of strategic service orientation. Perceptions of customer orientation have a positive effect on customer satisfaction. And the influence of perceptions on the company's reputation on customer satisfaction is a significant positively. As well as perceptions of the orientation of strategic services positively affect customer satisfaction
Keywords: Perception on Customer Orientation, Perceptions of CompanyReputation and Perception on Strategic Service Orientation, and Customer Satisfaction
Penulis: M. ROBY JATMIKO
Kode Jurnal: jpmanajemendd170407

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