PENGARUH OPERANT DAN OPERAND SERVICE QUALITY TERHADAP BEHAVIORAL INTENTION MELALUI CUSTOMER ENGAGEMENT DAN CUSTOMER SATISFACTION (Studi Pada Siswa SMA Swasta Terakreditasi A di Surabaya)

Abstract

The services sector cannot be separated from education, including secondary education sector. High School is one of the organizations at the secondary education sector in Indonesia. Moreover, schools high school continues to grow and make the inter-school competition became tight. Therefore, this study was conducted to analyze the effect of operant service quality and operand service quality to behavioral intention through customer engagement and customer satisfaction with the object of research “A” accredited private high school with over 500 students in Surabaya. Results of this study are expected to be used by the private high schools especially those accredited in Surabaya in developing appropriate strategies to improve students' desire to behave school. This study uses a quantitative approach with the Structural Equation Model (SEM) analysis technique and uses the AMOS 20.0 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 showed that the variable behavioral intention significantly affected by variables operant service quality with a regression coefficient of 0.286, the variable operand service quality with a regression coefficient of 0,276, variable customer engagement with a regression coefficient of 0,273, and variable customer satisfaction with a regression coefficient of 0,171. Variable customer satisfaction significantly affected by operand service quality with a regression coefficient of 0,312 and customer engagement with a regression coefficient of 0,383, whereas operant service quality affects customer satisfaction with insignificant with a regression coefficient of 0,048. Variable customer engagement significantly affected by operant variables of service quality with a regression coefficient of 0.185.