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.