Institutional Repository | Satya Wacana Christian University: Pengaruh Kualitas Layanan terhadap Loyalitas Konsumen di Universal Tour Pati

ABSTRACT
Service quality is the effort of the fulfilling consumer needs and desires as
well as the precision of delivery to offset consumer expectations. Service quality
measures how good the service level given can be suitable with customer’s
expectation. This research aims to find out whether or not there is the influence of
the quality of service to consumer loyalty. In this research there are five
dimensions quality of the service: reliability, responsiveness, assurance, emphaty
and tangibles. Costumer loyalty is measured in accordance with the five
hierarchy: switcher, habitual buyer, satisfied buyer, like the brand, commited
buyer. For a travel agency to survive in competitive business world, one is
demanded to give the best service quality, which eventually lead to costumers
loyalty to the travel agency. This research was conducted on the Universal Tour
Pati with a total sample of 100 respondents using non probability sampling
method with the purposive sampling technique. Data is processed with simple
regression technique. The results showed that service quality have no significant
effect to consumer loyalty.
Keywords : Service Quality, Consumer Loyalty, Travel Agency