PEMODELAN HUBUNGAN ANTARA VARIABEL ORGANISASIONAL DAN VARIABEL PELANGGAN DALAM PENYAMPAIAN LAYANAN SERTA PENGARUHNYA TERHADAP RETENSI PELANGGAN PADA LEMBAGA PENDIDIKAN TINGGI
ABSTRACT: Today’s
organizations, included university, are challenged to deliver quality to their
customers. New paradigms in higher education development for the Indonesian
should be implemented because service quality and customer satisfaction could
be accomplished if the organizations were effective. Organizational effectiveness
has become an importance issue lately and it has center on explanations of what
makes some firms excellent, of high quality, productive, efficient, healthy, or
possessing vitality – all proxies for the concept of organizational
effectiveness as used in the organizational sciences literature. University has
shown ambiguities for its effectiveness, such as: universities are
characterized by an absence of measurable goals, little connection between
acquired resources and products and ability to give fair treatment to their all
constituents. The study aimed to evaluate the university effectiveness and
correlate to its organizational outcomes that reflect its service effectiveness
(e.g.: service quality, customer satisfaction, institutional image and
reputation, customer retention) and to analyze mediating role of service
quality in order to gain theoretical benefits. The study employed survey method
and used proportional stratified random sampling as sampling technique. The
study was a linkage research in the area of higher education which required
employee/manager and customer participation to evaluate service organization
effectiveness and service quality because service attributes uniqueness has
brought the physical, organizational and psychological closeness of employees
and customers. The study’s results were effectiveness measures and good
confirmation in its correlation to customer’s variables based on holistic
approach in service management; the organizational effectiveness isn’t increase
institutional image, institutional reputation, service quality or customer
satisfaction; in the proposed model, the role and mediation effect of service
quality as integration factor between organization and customer aren’t
supported; the service quality of higher education increases customer
satisfaction, and in the KP-ML model, it increases customer retention; the
customer satisfaction increases service quality of higher education; and in the
ML-KP model, it increases customer retention; the institutional image increases
customer retention; the institutional reputation increased customer retention;
and the total effect of organizational effectiveness did not fairly increased
customer retention.
Keywords: linkage research,
structural equation model, survey, organizational effectiveness, service
quality, customer satisfaction, institutional image, institutional reputation,
customer retention, and higher education
Penulis: Ahyar Yuniawan
Kode Jurnal: jpmanajemendd090015
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