PENGARUH OPERANT DAN OPERAND SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION MELALUI CUSTOMER ENGAGEMENT (STUDI PADA SISWA SEKOLAH MENENGAH ATAS SWASTA TERAKREDITASI A DI SURABAYA)

Abstract

The service sector has grown since 1970 and until now, the service has had a significant role in economic development in various countries (Abdullah, 2006). The service sector cannot be separated from the education sector, including secondary education sector. Senior high school is one of the organizations in the secondary education sector in Indonesia. Moreover, the senior high schools continue to grow and make into a tight competition between schools. Therefore, this study was conducted to analyze the effect of operant service quality and operand service quality on customer satisfaction through customer engagement with the study object of students of “A” accredited private senior high school with students of more than 500 in Surabaya. The results of this study can be used by organizations of private senior high schools; especially the A accredited private senior high school in Indonesia to developing appropriate strategies to improve student satisfaction with school. This study uses a quantitative approach with the Structural Equation Model (SEM) analysis technique and uses the AMOS 16.0 software. The questionnaire was distributed to 391 respondents in the sample from the population of students of “A” accredited private senior high school with more than 500 students in Surabaya as many as 16.502 peoples. The samples in this study were determined using probability sampling with proportional random sampling method. The results of this study indicate that the customer satisfaction variable is significantly affected by operant service quality variable with a path coefficient of 0,468, customer engagement variable with a path coefficient of 0,393, and operand service quality variable with a path coefficient of 0,287. Customer engagement variable is significantly affected by operant service quality variable with a path coefficient of 0,247.