Pengaruh Kualitas Pelayanan dan Produk Terhadap Kepuasan serta Loyalitas Pelanggan KFC di Tangerang Selatan

Abstract

PT. Fast Food Indonesia is the sole licensee of the leading fast food restaurants in the world, Kentucky Fried Chicken ( KFC ). Goal of the research is to analyze factors that can againts customer satisfaction and loyalty at KFC. Research by Important Performance Analiyis (IPA) and Customer Satisfaction Index (CSI) shows KFC customer satisfaction levels by 81.26 %, which indicates a very satisfied customer. Based on the results of the Part Least Square (PLS) analysis, service quality has no significant effect on satisfaction but significant effect on customer loyalty for customer total, student and non student model. Product quality has significant effect on satisfaction for all models. Product quality has no significant effect on customer loyalty for customer total but product quality has significant effect on loyalty for student and non student models. Significant effect on satisfaction as well as loyalty for all models.