Analisis Kepuasan dan Loyalitas Konsumen di Rumah Makan Ayam Goreng Sulawesi

Abstract

Rumah Makan Ayam Goreng Sulawesi is one of legendary restaurants in Makassar, established in 1969. The increasing competition among restaurants in Makassar forces them to constantly improve and maintain their performances for customer satisfaction and loyalty. This study aimed to identify customers’ characteristics, analyze their level of satisfaction and loyalty, attributes contributing to the level of satisfaction and loyalty, and give improvement suggestions to Rumah Makan Ayam Goreng Sulawesi. Descriptive analysis, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and pyramidal loyalty were employed in this study. CSI analysis showed that the level of satisfaction in Rumah Makan Ayam Goreng Sulawesi is 85,4%. Based on the pyramid loyalty analysis, the consumer is dominated by liking the brand and satisfied buyer. The result of the IPA analysis showed that the main priority attributes that have to be improved by Rumah Makan Ayam Goreng Sulawesi are the server’s hospitality and politeness, the waiter’s agility in service, the restaurant’s agility in handling complaints, and also the availability of parking spots in the restaurant.