| dc.description.abstract | There is a phenomena in the society, in which there are so many new
schools. This new school does not close possibility the appearance of competition
among schools. School must be able to give better service from other school in
order to be able to give satisfaction to parents which later will improve parents
loyalty to their children’s school.
The purpose of this research is examining the influence of trust,
commitment, and communication on parents loyalty through customer
satisfaction. The use of those variables will also give inputs to PAUD and TK
‘Buah Hati Sidoarjo’ in improving service to parents, which later will be able to
increase the number of students who registered in that school.
Sample of this research is parents of PAUD and TK Buah Hati Sidoarjo,
which total is 44 persons. PLS (Partial Least Square) will be used to analyze data
in this research. The result of the analysis shows that there is only commitment
that influence customer satisfaction, meanwhile trust and communication do not
have significant influence on customer satisfaction. And customer satisfaction
influences parents loyalty.
Empirical finding indicates that in order to create customer satisfaction at
PAUD and TK Buah Hati Sidoarjo, there must be several efforts which include
improving communication with parents which will create parents trust to the
school. Therefore, the bigger customer satisfaction, automatically loyalty of
parents will also improved. | en_US |
