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Variable service quality X1 show that every addition to 1 unit variable of service quality, it can cause an increase in customer satisfaction on
blue bird taxi, this means that there is a positive effect occurs between service quality with a customer satisfaction. These appropriate with the
previous research by Agyapong Gloria K.Q in internationa journal of business and management in 2011 entitled “ the Effect of Service Quality on
customer satisfaction” . Based on his research , there is a postive relationship between service quality and customer satisfaction. Obtaining customer
satisfaction depends to a large extent on ensuring that firm maintains high service quality standards. Putting in place quality mechanism has significant
effect on the level of customer satisfaction. Variable product quality X2 show that every addition to 1 unit
variable of product quality , it can cause an increase in customer satisfaction on blue bird regular taxi, this means that there is a positive effect occurs
between product quality with a customer satisfaction. According the previous research conduct to journal of university of india
“ the effects of customer service and product quality on customer satisfacti
on’’ by Asghar Afshar Jahanshahi , Mohammad Ali Hajizadeh, and Seyed Abbas Mirdamadi in 2011
where their research explain that there is significant relationship between product quality with a customer satisfaction, And also within their research
found out that the quality of product promotes customer satisfaction. Variable promotion X3 show that every addition to 1 unit variable
of promotion, it can cause an increase in customer satisfaction on blue bird
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regular taxi, this means that there is a postive effect occurs between promotion with a customer satisfaction. Based on Reicheld Schefter
2000 a great way to build customer satisfaction through promotion, company need to give away a few things, product or service promotions are a great way
to build relationships with customers because everyone is out to find a good deal.
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CHAPTER V CONCLUSION AND IMPLICATION
A. Conclusion
The purpose of this research is to find the influence of blue bird regular taxi’s marketing strategy which is using service quality, product quality, and
promotion toward customer satisfaction . Based on the statistical test using the SPSS software with 100 samples to represent the amount of population, and
also the research within the previous chapters, it can be concluded as below: 1.
Partially,the variable of service quality can positively influence customer satisfaction on blue bird regular taxi. Agyapong Gloria K.Q states that
there is a postive between service quality and customer satisfaction. Obtaining customer satisfaction depends to a large extent on ensuring that
firm maintains high service quality standards. this is also proved on the result of the regression coefficient shows the variable of the service quality
causes an increase of the customer satisfaction for blue bird regular taxi, this means that the service quality has an influence toward customer
satisfaction and it is important for the company to increase the customer satisfaction of blue bird regular taxi.
2. Partially, the Variable of product quality can positively influence
customer satisfaction on blue bird regular taxi. This has been proven on the chapter IV, the result of the regression coefficient shows the variable
of the product quality causes an increase of the customer satisfaction for blue bird regular taxi, this means that the product quality has an influence
toward customer satisfaction.
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3. Partially, the variable of promotion can positively influence customer
satisfaction on blue bird regular taxi. Reicheld Schefter 2000 had states that a great way to build customer satisfaction through promotion,
company need to give away a few things, product or service promotions are a great way to build relationships with customers because everyone is
out to find a good deal. Marketers using marketing communication as the tool of promotion .
Blue bird regular taxi usally declare their promotion, established social community and give clear message how the product do not have difference
between promotion word and reality. It makes peaple feel sympathy and interested about their regular taxi.
4. The empirical result of this research provides a new understanding to
develop marketing strategies and contributions to the management of company. The first benefit of this research is to know how to develop a
beneficial marketing strategy. Based on the result of this research, service quality, product quality, and promotion can enhance the buying decision of
the product.
B. Implication
This Research has done many steps to accoplish the purpose of the study. Therefore, there are some limitations and weakness that the researcher
felt that i was as an important part to do an improvement on the next research. The limitations and weakness are coming from different area that faced by the
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researcher. An external factor, as we know that this research is using questioner as a tool in collecting data, so that there are many different
charracteristics of respondents who fulfill the questioner that effect the result that might not be 100 of the expectation of the research and it will not be
perfect result as i should be. The conclusion of this research will propose some implications that
hopefully will be helpful and useful for the company itself and others in need. In this research, it is possible that the company can see what factors
influencing customer satisfaction because if the firm wants to be survive, sustanaible and growth, customer satisfaction can build their loyalty, can
become informal agent by word of mouth concept and spread the information about the product to their friends, family, neighboor, and other people.
C. Recommendation
This research has some recommendation for company and for the next researchers.
1. Blue Bird regular taxi must improve the service, in term of time, if the
customers ordering the taxi by call so they dosen’t have to wait long untill the taxi arrive.
2. Improvement also in service quality by providing skills drivers who can
speak foreign languages to build up a strong relationship with the foreign users.
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3. Higly improvement in product quality using the high quality cars, to avoid
any Defect in the quality of cars. 4.
Due the fact that the competition in transportation is getting tougher , it’s
recommended that blue bird regular taxi should focus on customer satisfaction. And customer needs.
5. Increase their promotional strategy to maximize alternative promotion
media, and provide new ways of communications that the customer can easly get the product.
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REFERENCES
Asghar Afshar Jahanshahi PhD Scholar in Business Administration Department
of Commerce Research Center University of Pune, India, and
Mohammad Ali Hajizadeh Gashti Department of Management,
Faculty of Management and Human Resource Development Universiti Teknologi Malaysia, Malaysia, June 2011
„’ Study the Effects of Customer Service and Product Quality on Customer Satisfaction.
Cooper, Donald and Schindler , Business Research Method. 8th edition. Mc- Grrawill 2003.
Fitzsimmons, James and Fitzsimmons, Mona. Service Management. Fourth Edition. Mc-Grawhill.
Ghozali, Imam, “ Aplikasi Analisis Multivariate Dengan Program SPSS”, UNDIP, Semarang, 2005.
Gloria K.Q Agyapong Department of Management Studies, School of Business, University of Cape Coast, Ghana
May 2011 International Journal of Business,
The Effect of Service Quality on Customer Satisfaction in the Utility Industry
– A Case of Vodafone Ghana. Hamid, Abdul
“Panduan Penulisan Skripsi, FEIS, Jakarta, 2007. Hummayoun Naeem, Foundation University Institute of Engineering and
Management, Pakistan and Asma Akram, Fatima Jinnah Women University, Pakistan, International Business Economics Research
Journal – December 2009,’’’ Service Quality And Its Impact On
Customer Satisfaction’’’... K. .Ravichandran College of Business Administration in Alkharj, King Saud
University and S. Arun Kumar Department of Management Studies, Saranathan College of Engineering April 2010, International Journal
