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The 2012 International Conference on Business and Management 6 – 7 September 2012, Phuket - Thailand

The Influence of Service Quality on Customer Satisfaction (Study in Starbucks Coffee - Indonesia) Achmad H. Sutawidjaya
Faculty of Economics and Social Science, Bakrie University, Jakarta - Indonesia

Tuti W
Faculty of Economics and Social Science, Bakrie University, Jakarta - Indonesia

Suharyanti
Faculty of Economics and Social Science, Bakrie University, Jakarta - Indonesia

Abstract
The background of this study aimed to assess the influence of service quality on customer satisfaction as measured using Gronroos approach (1988) in describing the two-dimensional. Dimensions of which are technical dimensions (technical quality) and functional dimensions (functional quality). In the technical dimension (technical quality) of service quality assessment is based on what service has been obtained by the consumer while at the functional dimension (functional quality) of service quality assessment based on services are performed and delivered to the customer. The sample of this study is Starbucks at rest area Km.19 Tol Jakarta – Cikampek. The sample used in this study amounted to 130 people who are consumers of Starbucks Km.19 rest area Tol Jakarta Cikampek. From the results of studies using multiple linear regressions, we find that the technical quality and functional quality affects customer satisfaction. However, the influence exerted by the technical quality is not so dominant as compared to the influence exerted by the functional quality. Keywords: Customer Satisfaction, Technical Quality, Functional Quality

INTRODUCTION Both large and small companies are required to continuously maintain the quality of service to the products or services they offer to consumers, so they can compete with other companies in a healthy manner. Similarly, coffee shop business as one of the retail business, where competition in the business of any coffee shop is very tight and competitive, and looks to start a lot of competitors who are offering new concepts, products, and services of the same. Coupled with over time people began to experience a lifestyle change toward a modern pattern that is by making the coffee shop as a place to relaxation fit in a moment. Therefore, as a location chosen to be used as a place of rest, services must be in accordance with existing standards. Coffee Shop by Charles J. Metelka (1991), quoted by Sugiarto & Sulartiningrum (1996): Coffee shop is a business in a commercially-managed food offering to the guests drinks or snacks with service in an informal atmosphere without being followed by a standard of service rules (as executive dining room), the types of food or a relative price (p .93). ~ 264 ~

The 2012 International Conference on Business and Management 6 – 7 September 2012, Phuket - Thailand

According to Yazid (1999): Coffee shop is also the retail industry that has been widespread this time where the coffee shop is not only limited to offering only products, but service is one more point which will be owned by every coffee shop when the coffee shop provides a good service to every customer that exist. Service industries that are labor intensive (labor intensive), the need for manpower to do much because most of the activities of companies that cannot be replaced by machines. Based, the growth and expansion of this industry in the present must be accompanied by an earnest effort to prepare staff and skillful leadership in the organizational structure capable of providing the best service to the purchaser.

According to some experts many perceive the service differently. One expert who defines quality of service is Cristian Grönroos (1982), according to the quality of service perceived by customers will be different. It depends on the strategy chosen by the company to provide and promote services. Gronroos (1982) argues that service quality as perceived by customers can be divided into...
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