PENGARUH SERVICE QUALITY DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP CUSTOMER SATISFACTION DALAM MENINGKATKAN REPETITIVE BUYING DI ALEX’S SALON EMBONG KENONGO SURABAYA

Abstract

With the help of measuring instrument of Service Quality, Customer Relationship Management, and Customer Satisfaction, this study is accomplished to determined the level to increase Repetitive Buying in Alex’s Salon Embong Kenongo Surabaya. Alex’s Salon Embong Kenongo, as an service company engaged in salon, used the variable of Service Quality, Customer Relationship Management, and Customer Satisfaction to increase Repetitive Buying. The elements of Service Quality, Customer Relationship Management, and Customer Satisfaction also influence the level on Repetitive Buying in Alex’s Salon Embong Kenongo. The analysis technique used quantitative and linear regression analysis methods to describe simultaneously the influence of Service Quality, Customer Relationship Management, and Customer Satisfaction to increase Repetitive Buying in Alex’s Salon Embong Kenongo Surabaya. The result of this research showed that Customer Satisfaction variable influenced by two variables which are Customer Relationship Mangement variable with coefficient regression is 0.400 and Service Quality variable with coefficient regression is 0.390. The level on Repetitive Buying variable influenced by Customer Satisfaction variable with coefficient regression is 0.600.