THE EFFECT OF
SERVICE QUALITY AND EMPLOYEE PERFORMANCE ON CUSTOMER SATISFACTION
Rini Suryani, Gatot Wijayanto,
Zulkarnain, Alvi Furwanti Alwie
Universitas Riau, Indonesia
E-mail:
[email protected], [email protected],
[email protected], [email protected]
|
KEYWORDS Service Quality, Satisfaction, Employee
Performance |
ABSTRACT Business competition that
continues to increase requires business actors to continue to provide
satisfaction to customers, the organization's efforts to provide satisfaction
are carried out through the quality of service and the performance of its
employees. This study aims to determine the effect of service quality and
satisfaction on performance. This study uses a quantitative research method
with a descriptive approach. Data collection techniques in this study used
questionnaires and literature studies. The research data were then analyzed
by testing reliability, validity and reliability using the SPSS program. The
results of the study show that service quality and employee performance
partially have a positive and significant effect on customer satisfaction |
INTRODUCTION
In the era of
globalization, business competition has become increasingly significant,
covering both the domestic and foreign markets. Any product produced is
inseparable from service elements, whether it is service as a core product or
as a complete product. Therefore, nowadays attention to customer satisfaction
is getting bigger and improved again. To win the competition, companies must be
able to provide satisfaction to their customers (Utami,
2013).
The
company's efforts to provide satisfaction are carried out through the quality
of service and employee performance.
Quality of service
in principle is to keep customer promises so that those served continue to feel
satisfied and expressed through words. Quality has a very close relationship
with customer loyalty, namely quality provides an incentive for customers to
undergo a strong relationship bond with the service provider organization. Good
relationship ties will enable service providers to understand carefully
customer expectations and their needs (Apriyanti,
2019).
Besides being
influenced by the quality of services or services, customer satisfaction is
also determined by the influence of individual employee performance. Employee
performance appraisal is no less important, employee performance appraisal is a
process of assessing work results that will be used by management to provide
information to employees individually, about the quality of their work from the
point of view of the company's interests. Assessments carried out regularly aim
to protect the company in achieving its goals. Evaluation of employee
performance that is carried out objectively, precisely, and well-documented
tends to reduce the potential for irregularities committed by employees, so
that their performance is expected to improve according to the performance
required by the company (Yanti
& Minarsih, 2015).
The role of
employees is very important to support the success of each companies,
especially companies engaged in the service sector. Because employees have the
ability to influence buyer perceptions, Employees are part of the service
itself. So for customers, Employees function as communicators as well as
representatives of the image company. Employee performance is shown through the
quality of service provided given to the customer so that the company can
evaluate the quality employee service (Tamara
& Juanim, 2018). The
importance of service quality and employee performance makes researchers
interested in conducting research with the title "The Effect of Service
Quality and Employee Performance on Customer Satisfaction".
Service quality
Service quality is
a crucial issue for every company, regardless of the form of the product
produced. Service quality can simply be interpreted as a measure of how well
the level of service provided is able to match customer expectations, Lewis and
Booms in (Tjiptono,
2008).
According
to Boone and Kurtsz (Rizan,
Setyaningsih, & Saidani, 2016)
service
quality focuses on the expectations and service realization felt by consumers
for a service and has a major influence on the competitiveness of the company.
Gronroos in (Sigit
& Soliha, 2017)
defines
service quality as the result of perceptions from comparisons between customer
expectations and actual service performance. In other words, there are two main
factors that influence service quality, namely expected service (expected
experience) and perceived service (received service). Meanwhile, the total
quality of a service consists of 3 main components, namely: technical quality
(consisting of: search quality, experience quality, credence quality),
functional quality, and corporate image.
Employee performance
Performance is
basically what employees do or don't do. Employee performance is what
influences how much they contribute to the organization which includes output
quantity, output quality, output period, workplace attendance, cooperative
attitude (Mathis
& Jackson, 2000). Employee
performance is one of the benchmarks for evaluating an organization. How to do
everything related to a job, position or role in the organization is a form of
employee performance that can be seen immediately. Many factors also have a
role in influencing performance. The definition of employee performance
according to (Mangkunegara
& Prabu, 2012) is a
comparison of the results achieved with the participation of the workforce per
unit of time (usually per hour).
Customer satisfaction
Satisfaction is
defined by Hellier et all in (Darzi
& Bhat, 2018)
as
the level of pleasure and excitement felt by customers which results in the
fulfillment of customer desires, expectations and needs. Customer satisfaction
is the main part and will be one of the most important goals; every company
strives to form long-term customer-focused relationships as a top priority.
Customer satisfaction can be stated because there is a comparison between
consumer expectations and service quality performance that is obtained and felt
subsequently (I�tvanić,
Crnjac Milić, & Krpić, 2017). (Giese
& Cote, 2000) identify
three main components in customer satisfaction, namely: customer satisfaction
is a response (emotional or cognitive), the response involves a particular
focus (expectation, product, consumption experience), and the response occurs
at a certain time (after consumption, after product/service selection, based on
accumulated experience, and others.
RESEARCH METHODS
Method
This research uses
quantitative research methods. The quantitative research method is a research
method that is based on positivistic (concrete data), research data in the form
of numbers that will be measured using statistics as a calculation test tool, related
to the problem under study to produce a conclusion (Sugiyono, 2013).
Population and Sample
The population in this
study were employees at the BPJS Health office in West Kalimantan Province.
This study took 30 samples from the population based on advice from (Kerlinger & Lee, 2000) who suggested a minimum sample size of 30. The sampling technique was
random sampling, namely taking samples of members of the population regularly
regardless of strata. in population. This method is used when members of the
population are considered homogeneous (Kusumawati, Sudarwanto, Novida, Subandi, &
Zhafri, 2022).
Data collection
technique
The data collection
technique was carried out in this study using a questionnaire in the form of
Google Docs which was distributed to the sample. While the instrument testing
in this study used the validity and reliability tests using the help of IBM
SPSS software. Because of this, it allows researchers to obtain respondents
according to the amount generated.
Framework of thinking
Figure 1
Framework of Thinking
Research Hypothesis
H1: Service Quality has a
positive and significant effect on Customer Satisfaction
H2: Employee Performance has
a positive and significant effect on Customer Satisfaction
RESULTS AND
DISCUSSION
Validity test
The validity test is
intended to test how well the research instrument measures the concept that
should be measured. The validity test was carried out by calculating the
correlation between the score of each item and the total score so that the
Pearson Correlation value was obtained (Matondang, 2009). The validity test in this study used Pearson Product Moment or PPM
bivariate correlation statistical analysis (r value). The correlation value
used is the correlation between the score of each type of test and the total
score of the type of test. The results of the Pearson Product Moment or PPM
bivariate correlation statistical analysis for all variables in this study can
be seen in Figure 2:
Figure 2
Validity Test
Based on the data
in Figure 2, it can be seen that all instruments have a Pearson correlation
value greater than r Table = 0.361 (N=30) and a Sig. (2-tailed) the correlation
for all items is 0.000 which is less than 0.05 so that it can be concluded that
all statement items are declared valid.
Reliability Test
The reliability test is useful for
determining whether the instrument, in this case the questionnaire, can be used
more than once, at least by the same respondent, will produce consistent data (Yanti & Minarsih, 2015). According
to Kendra, a measuring instrument is said to be reliable if it produces the
same results even though measurements are made many times (Sugiyono, 2019). The
criterion used is a construct or variable that is said to be reliable if it
gives a Cronbach Alpha value > 0.600. The results of the reliability test
are presented in Table 1 below
Table 1
Reliability Test
|
No. |
Variable |
Cronbach Alpha |
Information |
|
1 |
Service Quality (X1) |
0.803 |
Reliabel |
|
2 |
Employee Performance (X2) |
Reliabel |
|
|
3 |
Customer Satisfacation (Y) |
Reliabel |
����������� Based on the results of the
reliability test, it was obtained that the Cronbach Alpha value for all items
was 0.803 so that the questions were declared reliable for reuse.
Multiple Linear
Regression Test
Multiple linear
regression analysis aims to find out and predict whether the independent
variable (X) has an effect on the dependent variable (Y) and how much influence
the three independent variables have on the dependent variable (Y) in this
study (Yusuf, 2017).
Based on the
results of this analysis, a significance value of 0.002 <0.05 is obtained,
so that partially it can be concluded that Service Quality (X1) has a positive
and significant effect on Customer Satisfaction (Y).
Based on the
results of this analysis, a significance value of 0.002 <0.05 is obtained,
so that partially it can be concluded that Employee Performance (X2) has a
positive and significant effect on Customer Satisfaction (Y).
DISCUSSION
1. Service Quality has a positive and significant effect on Customer
Satisfaction
The direct effect of customer
satisfaction variables on customers. Customer satisfaction on customer loyalty
can be seen from the results of the analysis using the PLS method, the t value
of customer satisfaction on customer loyalty with t table so that the customer
satisfaction variable has a significant influence on customer loyalty. In
addition, the average value of the customer satisfaction variable is the same
as the average value. This illustrates that BPJS customer satisfaction is in
the good category because it is in that range. The highest customer
satisfaction score is found in the item Talking about good things related to
the existence of BPJS Health in West Kalimantan Province. Customer satisfaction is the key to creating
customer loyalty.
Companies gain many advantages by
achieving a high level of satisfaction, namely in addition to increasing
customer loyalty, but also preventing customer turnover, reducing customer
sensitivity to price, reducing marketing failure costs, reducing operating costs
caused by increasing the number of customers, increasing advertising.
effectiveness, and enhance business reputation. Likewise what happened to BPJS
Health in West Kalimantan Province where customer satisfaction will affect
customer loyalty or participants who have registered.
This satisfaction will guide participants to remain
loyal to using BPJS, not using other insurances and will recommend BPJS to
other people they know so that they get many benefits. Loyal customers are a
valuable asset for the company because they can maintain the viability of the
company in intense market competition. These results are consistent with
previous research conducted by (Wenda
& Ning, 2012)
which
concluded that customer satisfaction has a positive and significant effect on
customer loyalty with the method used, namely path analysis. Another study was
conducted by (Agustina
& G�mez-Dur�n, 2012) where the
method used was path analysis and from the t test value it was found that there
was a significant influence between customer satisfaction and customer loyalty.
Philip Kotler defines quality as the totality of features
and characteristics of a product or service that bear on its ability to satisfy
stated or implied needs. (Jayanthi,
Patel, & Mittal, 2020).
According
to Wyckof, service quality is the level of excellence expected and control over
that level of excellence to meet customer desires. The two main factors that
influence service quality are expected service and perceived service. Good or
bad service quality depends on the ability of service providers to meet
customer expectations consistently. (Alan
& Kaur, 2016)
Service quality is also assessed based on two things,
namely the quality of the process which is interpreted from the method of
service delivery and technical quality, namely the quality of the end result of
the service. According to Juran, the elements of service quality include: 1)
service features; 2) service performance; 3) competitiveness; 4) punctuality;
5) politeness; 6) process capability; 7) free from errors or deficiencies; 8)
compliance with standards, procedures). (Nugraha,
Liutkus, & Vincent, 2016)
Service
quality is an operational activity carried out by the company to be provided to
customers in accordance with company principles and customer expectations. (Rasid
& Harun, 2018).
2. Employee performance has a positive and
significant effect on customer satisfaction
The direct effect of the service quality variable on
customer loyalty can be seen from the results of the analysis using the PLS
method, the t value of service quality on customer loyalty with t table so that
the service quality variable has a significant effect on customer loyalty. In
addition, the average value of the Service Quality and Loyalty variables which
have the same category is good because Customer Loyalty has an average value.
So that by improving the quality of service at BPJS Health in West Kalimantan
Province it will be able to increase the value of BPJS customer loyalty.
These results are consistent with previous
research conducted by (Sinaga,
Sinaga, & Simangunsong, 2020)
which
concluded that service quality has a significant effect on customer loyalty
with the method used, namely path analysis. Service quality contributes to a
number of important aspects, such as creating customer loyalty, increasing
company reputation, reducing price elasticity, reducing future transaction
costs, and increasing employee efficiency and productivity. Lupiyoadi (2006)
states that by increasing customer satisfaction, surviving customers will also
increase. Meanwhile, Fornell stated that service quality can increase customer
loyalty and prevent customer turnover, reduce customer sensitivity to price,
reduce marketing failure costs, reduce operational costs caused by increasing
the number of customers, increase advertising effectiveness, and improve
business reputation. The quality of service provided by BPJS will increase
customer loyalty because the better the quality, the more comfortable it will
be for someone. This feeling of feeling at home and comfortable will later grow
into a sense of loyalty to BPJS Health in West Kalimantan Province.
The indirect effect of service quality
variables on customer loyalty through customer satisfaction can be seen from
the results of the analysis using the Sobel method, the t value of service
quality on customer loyalty through satisfaction is 2.843 with a t table of
1.96 so that the service quality variable has a significant effect on customer
loyalty through satisfaction. Customer. This shows that the variable customer
satisfaction is able to mediate a good and significant relationship between
service quality and customer loyalty.
The existing relationship is a positive
relationship, where if the quality of service increases, customer satisfaction
also increases, and this customer satisfaction will increase customer loyalty.
formed. From the results of the questionnaires filled out by customers, most
agreed that the quality of services provided by BPJS Health in East Kalimantan
Province was good and they felt satisfied and loyal. There were only a few
respondents who disagreed and this did not really affect the results that came
out. However, the results of the study show that the direct effect is greater
when compared to the indirect effect through the intervening variables.
CONCLUSION
Based on the
results of the study it can be concluded that Service Quality has a positive
and significant effect on Customer Satisfaction, Employee Performance has a
positive and significant effect on Customer Satisfaction.
REFERENCES
Agustina, Jose R.,
& G�mez-Dur�n, Esperanza L. (2012). Sexting: Research Criteria Of A
Globalized Social Phenomenon. Archives Of Sexual Behavior, 41(6),
1325�1328.
Alan, Hasan Faik,
& Kaur, Jasleen. (2016). Can Android
Applications Be Identified Using Only Tcp/Ip Headers Of Their Launch Time
Traffic? Proceedings Of The 9th Acm Conference On Security & Privacy In
Wireless And Mobile Networks, 61�66.
Apriyanti, M. D.
(2019). Analisis Kualitas Pelayanan
Pemberian Kredit Terhadap Kepuasan Pelanggan Di Pt. Bpr Cabang Tangerang. Jurnal
Mozaik, 11(1), 18�25.
Darzi, Mushtaq
Ahmad, & Bhat, Suhail Ahmad. (2018).
Personnel Capability And Customer Satisfaction As Predictors Of Customer
Retention In The Banking Sector: A Mediated-Moderation Study. International
Journal Of Bank Marketing.
Giese, Joan L.,
& Cote, Joseph A. (2000). Defining Consumer
Satisfaction. Academy Of Marketing Science Review, 1(1), 1�22.
I�tvanić,
Marin, Crnjac Milić, Dominika, & Krpić, Zdravko. (2017). Digital Marketing In The Business Environment. International Journal
Of Electrical And Computer Engineering Systems, 8(2.), 67�75.
Jayanthi, Prakash,
Patel, Mitesh Bharat, & Mittal, Vijay. (2020). Effect Of Establishing A Teaching Assistant Case Minimum On General
Surgery Residents: 18-Year Comparison Of A Single Institution To National Data.
Journal Of The American College Of Surgeons, 231(1), 172�178.
Kerlinger, F. N.,
& Lee, H. B. (2000). Foundations Of Behavioral Research (4th Ed.). Orlando: Hartcourt College
Publishers.
Kusumawati,
Berlianingsih, Sudarwanto, Pantja Bambang, Novida, Irma, Subandi, Iwan, &
Zhafri, Muh. (2022). Pengaruh Disiplin
Kerja Dan Motivasi Terhadap Kinerja Karyawan Pada Perusahaan Gojek.
Mangkunegara, Anwar
Prabu, & Prabu, Anwar. (2012).
Evaluasi Kinerja Sdm, Cetakan Keenam. Bandung: Refika Aditama.
Mathis, Robert L.,
& Jackson, John H. (2000). Human Resource
Management, 9th. South Western College Publishing, Thomson Learning, Usa.
Matondang, Zulkifli.
(2009). Validitas Dan Reliabilitas Suatu
Instrumen Penelitian. Jurnal Tabularasa, 6(1), 87�97.
Nugraha, Aditya
Arie, Liutkus, Antoine, & Vincent, Emmanuel. (2016). Multichannel Audio Source Separation With Deep Neural Networks. Ieee/Acm
Transactions On Audio, Speech, And Language Processing, 24(9),
1652�1664.
Rasid, Al, &
Harun, Muhamad Alfi. (2018). Pengaruh Bi
Rate Dan Inflasi Terhadap Profitabilitas (Roa) Pada Bank Swasta Devisa Yang
Terdaftar Di Bursa Efek Indonesia Periode 2012-2016. Stie Ekuitas.
Rizan, Mohammad,
Setyaningsih, Restu, & Saidani, Basrah. (2016). The Influence Of Service Quality And Price Toward Trust And Its Impact On
Customer Loyalty Of Low Cost Carrier Indonesia. Jrmsi-Jurnal Riset Manajemen
Sains Indonesia, 7(1), 176�196.
Sigit, Kharisma
Nawang, & Soliha, Euis. (2017).
Kualitas Produk Dan Kualitas Layanan Terhadap Kepuasan Dan Loyalitas Nasabah. Jurnal
Keuangan Dan Perbankan, 21(1), 157�168.
Sinaga, Dearma
Sariani, Sinaga, Julhendri, & Simangunsong, Reza. (2020). Pengaruh Motivasi Kerja Dan Sistem Informasi Manajemen Terhadap Kinerja
Pegawai Pada Bpjs (Badan Penyelenggara Jaminan Sosial) Ketenagakerjaan Cabang
Medan. Jurnal Global Manajemen, 9(1), 11�19.
Sugiyono. (2019). Statistika Untuk Penelitian. Bandung: Cv Alfabeta.
Sugiyono, Dr.
(2013). Metode Penelitian Pendidikan
Pendekatan Kuantitatif, Kualitatif Dan R&D.
Tamara, Nona Karen,
& Juanim, H. (2018). Pengaruh Process,
Service Convenience, Dan People Terhadap Kepuasan Pelanggan Dan Dampaknya Pada
Loyalitas Pelanggan Pengguna Angkutan Kota Trayek Cicaheum-Ledeng Di Kota
Bandung. Perpustakaan Fakultas Ekonomi Dan Bisnis Unpas Bandung.
Tjiptono, Fandy.
(2008). Service Manajemen Mewujudkan Layanan
Prima: Edisi Kedua, Cv. Andi Offset, Yogyakarta.
Utami, Santi Budi.
(2013). Pengaruh Kualitas Pelayanan Dan
Kinerja Karyawan Terhadap Kepuasan Nasabah Pada Pt. Taspen (Persero) Cabang
Yogyakarta. Tugas Akhir.
Wenda, Deng, &
Ning, Deng. (2012). A Honeypot Detection
Method Based On Characteristic Analysis And Environment Detection. 2011
International Conference In Electrics, Communication And Automatic Control
Proceedings, 201�206. Springer.
Yanti, Andi Tri
Haryono, & Minarsih, Maria Magdalena. (2015). Pengaruh Kompensasi, Motivasi Kerja, Lingkungan Kerja Dan Disiplin
Terhadap Kinerja Karyawan Pada Cv Koperasi Puri Kencana Taxi Semarang. Journal
Of Management, 1(1).
Yusuf, Muhammad.
(2017). Pengaruh Kompetensi, Tekanan
Ketaatan Dan Kompleksitas Tugas Terhadap Audit Judgment. Jurnal Akuntansi
Dan Manajemen, 14(01), 167�185.
Copyright holders:
Rini Suryani,
Gatot Wijayanto, Zulkarnain, Alvi Furwanti Alwie (2023)
First publication right:
Devotion - Journal of Research and Community Service
This
article is licensed under a Creative Commons
Attribution-ShareAlike 4.0 International