PENGARUH ATRIBUT SERVICE RECOVERY TERHADAP KEPUASAN PELANGGAN MCDONALD’S PLAZA MARINA SURABAYA
Abstract
Penelitian ini bertujuan untuk mengetahui adakah pengaruh atribut service recovery berupa kompensasi, kecepatan merespon, permintaan maaf, dan inisiatif perbaikan terhadap kepuasan pelanggan pada Mcdonald’s Plaza Marina Surabaya. Hasil penelitian ini menunjukkan bahwa dari perhitungan uji t untuk variabel atribut service recovery (X) mempunyai nilai sig. yang lebih kecil dari nilai alpha (0,000 < 0,05). Dengan demikian Ha diterima dan Ho ditolak. Hal ini berarti atribut service recovery memiliki pengaruh terhadap kepuasan pelanggan (Y). variabel atribut service recovery memberikan kontribusi sebesar 70,2% terhadap kepuasan pelanggan Mcdonald’s Plaza Marina Surabaya.
Kata Kunci: atribut service recovery, kepuasan pelanggan
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