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Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 471
DECISION AND SATISFACTION ANALYSIS OF VISITORS
BENTENG KUTO BESAK IN PALEMBANG
Hj.Nofiawaty SE, M.M1)
Yulia Hamdaini Putri SE, M.Si2)
Dra.Hj.Suhartini Karim M.M3)
1) 2) 3)
Management, Economic Faculty, Sriwijaya University
Abstract
Benteng Kuto Besak is quite strategically located in the downtown close to the
wholesale market 16 Ilir and is right on the edge of Musi river and views of water
vehicle traffic crossing under the bridge AMPERA. It becomes its own attraction
for local residents and migrant communities to visit for a while. The purpose of
this study a) To know the decision-making process of Kuto Besak visit. b) To
determine the levels of satisfaction from the visitors of Benteng Kuto Besak.
Sampling selection technique uses accidental sampling while data analysis use
descriptive analysis and Importance Performance Analysis (IPA). The results
showed 1) recognition process until the decision to visit Benteng Kuto Besak is
obtained from friends. Many visitors traveled to eliminate boredom. Most
visitors go on a trip with friends on weekends. Most visitors have traveled to
Benteng Kuto Besak less than 5 times. 2) factors that should be maintained are
the Museum of the traditional house (Limas) is clean, neat and it has beautiful
collections of historical objects as well as the collection of cultural objects and
others.
Keywords: decision processes, customer satisfaction , Importance Performance
Analysis (IPA)
INTRODUCTION
Palembang which is separated by Musi River, is connected by Ampera
bridge. It serves as a means of transportation and interregion trade way. Around
Musi River there are several tourism spots, such as Benteng Kuto Besak, Wong
Kito Cullinary, Kampung Kapitan, Floating House Musi River, The Grand
Mosque (Masjid Agung) and Kemaro Island. The existence of tourism spots is
quite attractive to foreign and domestic tourists. Even for some locations such as
Kemaro Island, and Kuto Besak area have been the destination for local and
foreign tourists. These sites are visited on holidays, but some tourism sites such
as Benteng Kuto Besak are also visited on weekdays
Benteng Kuto Besak is quite strategically located in the city center close
to the wholesale market 16 Ilir and is right on the edge of Musi river and views of
water vehicle traffic crossing under the bridge AMPERA. It becomes its own
attraction for local residents and migrant communities to visit for a while.
Based on the record of the data obtained from the tourism department of
Palembang on the number of tourists visiting the following graph :
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 472
GRAPH 1
Number Of Travelers
Source: palembang.go.id
From the data, it can be seen that from year 2012 to year 2013 there was
an increase of 142% in 2013 to 2014 there was a drop of 49.9%. It can be
concluded that in 2013 there were significant increases in the year because there
was an international scale event, Islamic Solidarity Games, which was followed
by 43 countries.
It is undeniable that the implementation of the international event is one of
the most powerful promotions to increase the number of tourists in Palembang.
Organizing events should also be followed with complete facilities and
cleanliness of the area and supported by security travel that makes the tourists
feel comfortable to stay in Palembang city.
According to Ute Jamrozy (2007) tourism development can be done with
a unique marketing mission while Benry (2010) stated analysis of the level of
interest and performance that shows the attributes that have performed well and
were able to give satisfaction is the security of the location courtesy guides.
Satisfaction can be measured by the quality of a service. According to
Parasuraman in Kotler (2005) states that there are five determinants of quality of
services that help to determine the attributes to meet the needs and desires of
consumers ie Tangibles Reliability Responsiveness Assurance Empathy.
Yousapronpaibon and Jonshon (2012) stated that five latent dimensions of
SERVQUAL has a significant influence on the overall service quality. Birgit
Leisen Pollack (2009) states the hierarchical model of service quality (HSQM)
can be a predictor of satisfaction and loyalty.
But according Jawardhena (2010) states meeting quality of service is
directly related to customer satisfaction and perception of quality of service and
indirectly to the perceived value and loyalty.
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 473
RELEVANT LITERATURE AND CONCEPTUAL FRAMEWORK
The decision process is influenced by several factors including
environmental influences differences and influence of individuals and
psychological processes (Engel et al 1997).
a. Environmental influence
The influence of the environment is influenced by
1. Culture
2. Social
3. The personal influence
4. The family
5. situations.
Culture refers to the values ideas artifacts and other symbols are meaningful
to help people to communicate interpretation and evaluation as members of
society (Engel et al 1997). Meanwhile according to Kotler (2005) culture is what
determines the desires and behaviors of the most basic. According to Engel et al
(1997) social class division in society is composed of individuals who share their
values interests and the same behavior. Meanwhile according to Kotler (2005)
social class division of society is relatively homogeneous and permanent
structured hierarchically and whose members embrace values interests and
similar behavior. The buyer's decision was also influenced by personal
characteristics.
These characteristics include age and stage of life cycle work. Economic
conditions lifestyle and personality and self-concept buyers (Kotler 2005). The
family is often the main decision-making unit with the pattern of roles and
functions are complex and variable (Engel et al 1997). According to Kotler
(2005) the family is an organization of consumer purchases of the most important
in the community and family members become the most influential primary
reference.
Consumer satisfaction can be defined as a person's satisfaction or
disappointment that was felt after comparing the impression of a product with
what is actually expected of such products (Kotler,2005).
The understanding of the five dimensions are as follows
(Yousapronpaibon and Jonshon,2012)
1. Tangibles are "Appearance of physical facilities equipment personnel
and communication material appearance". This includes the physical
organization's facilities their equipment their personnel appearance and the
appearance of communication materials used to promote their products and
services.
2. Reliability is "The organization's ability to perform the promised
service and accurate". This means that the service organization doing the right
service the first time and honor all commitments.
3. Responsiveness is the "willingness of employees to help customers and
provide prompt service." This refers to the timeliness and accuracy in delivering
services.
4. Security is "Knowledge decently and competence of employees and the
ability to inspire trust and confidence in the customer service organization".
Competence refers to the skills and knowledge to perform service. Courtesy
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 474
5. Empathy "Caring individualized attention given to the customer". This
means approachable ease of contact service providers' and efforts in
understanding customer needs.
Chai Lei Ghoi (2009) found the marketing mix used by the particular
company will vary according to the resources market conditions and the changing
needs of clients. The importance of some elements of the marketing mix will
vary at one point in time. Benri (2010) state analysis of the level of interest and
performance that shows the attributes that have performed well and were able to
give satisfaction is security location courtesy guides Orchid House carrion
flowers plants collection and Zoology Museum. Birgit (2010) confirm HSQM as
a predictor of satisfaction and loyalty. However the results indicate that the
importance of the various dimensions of service quality differs depending on the
type of service. Ivan and friends (2009) developed a special part of the UML
metamodel for Quality of Service with the concept QVDP available in UML.
Muhammad Asif Khan (2010) found a tangible dimension reliability
assurance empathy responsiveness network quality and Convenience has a
positive and statistically significant with the quality of service. Akiko Ueno
(2010) compared three fields of literature it was found that there are seven
common features recruitment and selection training teamwork empowerment
performance appraisal and reward communication and organizational culture.
Each of them believes to be important for service quality management.
Mukherjee and friends (2003) empirical results obtained from the study of 27
public sector banks of India and their customers allows us to measure the impact
of service quality on the financial performance the optimal level of quality of
service that can be generated by using existing resources and the opportunity
costs for service sub-optimal. Banks provide better service transformation
shown to have better performance using resources for services provided.
Chanaka (2010) found quality service is directly related to customer
satisfaction and perception of quality of service and indirectly to the perceived
value and loyalty. Chistopher and Yi Ting (2005) proposed the construction
dimension of customer satisfaction as Positive (hopeful happy) negative (guilty
humiliated depressed Regretful) and bi-directional (angry dissappointed). Ah-
Wan Keng You and Elizabeth-Yiun Loh (2006) There is a positive relationship
between satisfaction and service recovery. Dimensions honesty has a greater
impact on customer satisfaction while the dimensions of loyalty and WOM has
low impact on customer satisfaction. Prabha Ramseook-Munhurrun and Pushpa
Nundlall (2013) study shows that the quality of service to the school was built on
the dimensions of school facilities reliability responsiveness assurance and
empathy-discipline. The importance of the evaluation and development of
quality services to deliver consumer satisfaction (educator).
Stephen L. Shapiro (2010) There is a significant correlation between
quality of service and satisfaction to donors (donors). Lesley Strawderman
(2005) said Although there is no direct relationship between the behavior of
donors and the quality of service. In addition there are five dimensions of service
quality there is the addition of one more dimension that is usability. In regression
testing on the level Satisfication Service Quality and Behavioral Intentions
usability dimension has a significant predictor value. Cheng-Kai Chou and
friends (2014) study shows that each construct variables affects each other.
However variable service quality chooses greater influence and is essential in
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 475
giving satisfaction to customers. Dennis and friends (2009) system is a high
performance as well as the orientation of the consumer impact on the perception
of service quality and customer satisfaction.
Conceptual Framework
METHODOLOGY
This study is designed by using strategic descriptive analysis. The
population in this study is the public who visit the tourist area. The population in
this study is categorized into the young adults and the adults. Sampling used in
this study sampling is Lemeshow method amounted to 200 respondents. Non-
Probability Sampling method Samples using Accidental Sampling.
The method of analysis use descriptive analysis and performance analysis
importance. Descriptive analysis is to analyze the decision-making process and
Importance Performance Analysis (IPA) to measure visitor satisfaction
conceptually IPA is a model of multi-attribute. This technique is used to identify
the strengths and weaknesses of the market deals with the use of two criteria the
Travel Musi Kuto Besak Region as a tourist
destination
Analysis of the buying
decision process
1. Introduction needs
2. Information search
3. Evaluation of
alternatives
4. Purchase
5. The results of the
purchase
Identification of
common
characteristics
(age gender
status income
and
employment)
Analysis of satisfaction
visitors with attributes
1. Admission Prices
2. parking
3. The Court of BKB
4. Museum LIMAS
5. Cruise
6. Traditional Boat
7. Kampung Captain
8. Culinary
9. Speed of service
10. Response consumer
complaints
11. Security
12. Courtesy guides
13. Ease of contact manager
DescriptiveAnalysis Importance Performance
Analysis
Recomendation For Manager
Musi Tour (Benteng
Kuto Besak Region)
Consumer Decision Process and Customer Satisfaction
Level Travelled Musi
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 476
relative importance of attributes and customer satisfaction. Martila and James in
Ariyoso (2009) revealed the IPA has the advantage of displaying information
relating to factors that according to consumer services greatly affects their
satisfaction and loyalty and the factors which according to customer service
needs to be improved because the current conditions are not satisfactory. The
formula used in the IPA are as follows
That :
Tki :Suistability respondents
Xi : Score satisfaction ratings
Yi : Score assessment of importance of attributes
Assessment scores for IPA analysis using the scale to classify the level of
interest and the level of performance. Award a score on a scale defined by the
scale range on numerical linear scale (Simamora 2004). Formula range of scales
namely
Range Scale =
Where :
g = highest score
n = lowest score
in this study the range of the scale used RS = 0.9
Based on the above scale range interests of the criteria used in the study are
1 to 1.9 = very unimportant
1.9 <x ≤ 2.8 = not important
2.8 <x ≤ 3.7 = less important
3.7 <x ≤ 4.6 = quite important
4.6 <x ≤ 5.5 = critical
5.5 <x ≤ 6.4 = very important
6.4 <x ≤ 7.3 = most important at all
While a range of scales to the level of performance is as follows
1 to 1.9 = very good
1.9 <x ≤ 2.8 = not good
2.8 <x ≤ 3.7 = less good
3.7 <x ≤ 4.6 = good enough
4.6 <x ≤ 5.5 = good
5.5 <x ≤ 6.4 = very good
6.4 <x ≤ 7.3 = very good at all
Furthermore the results will be set up in four quadrants below
g-n g
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 477
Grafik 2. Cartesian diagram
Information :
1. Indicates factors or attributes that are deemed to affect customer satisfaction
including elements of the services that are considered very important but
management has not done in accordance with the wishes of customers so
disappointing / not satisfied.
2. Shows the basic service elements that have been successfully implemented.
For it shall be retained. Considered very important and very satisfying.
3. Shows some factors of less importance for the customer. Implementation by
companies mediocre. Considered to be less important and less satisfying.
4. Indicates factors that affect customer is less important but implementation is
excessive. Considered less important but very satisfying. (J. Supranto, 2006).
DISCUSSION
Analysis of visitor Decision Process Most respondents (27.5 percent) visited Kuto Besak to relieve boredom.
Furthermore 26 percent visited Kuto Besak to learn the history of struggle and
culture. A few respondents (7 percent) were there to enjoy the nature. 35.5 per
cent obtained travel information about Benteng Kuto Besak of friends while 20.5
percent gained Musi Kuto travel information about Benteng Kuto Besak from
family. A few of the respondents (9.5 percent) obtained information from the
mass-media
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 478
35.5 percent of respondents thought friends were the most influential as
the reason to visit tourist sites, they were there to get together and do some
relaxing activities. Office colleagues or fellow students were the least affect the
respondent to pay a visit
Majority of visitors (43 percent) had visited tourist site Kuto Besak more
than 5 times. 21 per cent had visited three times and 2.5 percent had visited up to
5 times. This was because 18 percent of visitors was domiciled in Palembang.
The rest came from other regions such as Lampung, Pekan baru, Kalimantan,
Jakarta, Surabaya and others
27 per cent of respondents already planned at the time to visit. 14.5
percent visited impromptu. Most visit in leisure time between other activities.
They mostly visited Kuto Besak with friends on weekends. 76 percent of
respondents think the repetition of a visit to the tourist site can be as a sign that
the tourist site is a worth-visit
Analysis of Importance and Execution attribute in Benteng Kuto Besak
1. Analysis of Importance and Execution attributes based on Tangible
Dimension
At tangible dimension gained an average of 5.53 for the interest rate while
the rate of implementation gained an average of 4.77. There is a considerable gap
so that the average respondent was not satisfied. Details of satisfaction scores for
each factor could be seen below
Table 2 Importance and Performance Levels Tangible Dimension
No Statement
Importance Performance Satisfaction
Scores Average Category Average Category
1 Admission price
affordable 4,79 C 4,83 G 0,04
2 Spacious and
secure parking 5,73 VI 4,47 CB -1,26
3
Cruise easyly
accesible and
affordable
5,23 C 4,70 G -0,53
4
Traditional Boat
easily accessible
safe and affordable
5,55
VI
4,95 G -0,6
5
Traditional House
Museum (Limas)
clean tidy and
beautiful
5,89
VI
5,03 G -0,86
6 BKB clean tidy and
beautiful 6,03
VI 4,65 G -1,38
Source: primarily data was processed (2016)
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 479
Lowest satisfaction scores were the factors the BKB clean, neat and
beautiful. Though this factor was a very important factor and was in quadrant I.
Department of tourism and culture needed to increase these factors for example in
terms of remodeling cleaning services and layout of the garden.
2. Analysis of Importance and Execution attribute based Dimension
Reliability
At Dimension Reliability gained an average of 5.84 for the interest rate
while the rate of implementation gained an average of 4.85. There is a
considerable gap of 0.99 so that the average respondent was not satisfied. Details
of satisfaction scores for each factor could be seen below :
Table 3 Importance and Performance Level Dimensions Reliability
No Statement
Importance Performance Satisfaction
Scores Average Category Average Category
1
The overall
cleanliness
maintained
6 VI 4,67 G -1,33
2
The presence Arena
Kids Games
healthy and
clean
5,62 VI 4,23 GI -1,39
3
Collection of
historical
objects Detailed
struggle
5,8 VI 4,92 G -0,88
4
Collection of
Objects culture
royal full
5,85 VI 4,98 G -0,87
5
Food quality and
tasty regional
Typical
5,83 VI 5,17 G -0,66
6
views (river Historic
Ampera Bridge
and others)
5,97 VI 5,16 G -0,81
Sources Primary data is processed (2016)
The lowest satisfaction score is the presence of factor Kids Games Arena
healthy and clean. This factor was a factor that was less important and mediocre
performance were in quadrant III. Games Arena was held semi-permanent and
seasonal came from individual small business only in the afternoon on weekends.
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 480
3. Analysis of Importance and Execution attribute based Responsiveness
Dimension
In Response to Dimensions obtained on average 6 to the level of interest
while the level of execution obtained on average 5. There was a considerable gap
-1 so that the average respondent was not satisfied. Details of satisfaction scores
for each factor could seen below
Table 4 Importance and Performance Levels Responsiveness Dimension
No Statement
Importance Performance Satisfaction
Scores Average Category Average Category
1
Officers serve
visitors quickly and
easily found
6 VI 5 G -1
2
Officers
responsiveness in
serving visitors
6 VI 5 G -1
3
Officers
responsiveness in the
visitor complaints
6 VI 5 G -1
Sources : Primary data is processed (2016)
Each factor had similar assessment scores. All the factors in the first
quadrant were very important factors but the performance was not satisfactory.
Tourism agencies needed to improve the quality of the work attendant to provide
brief training in improving public services.
4. Analysis of Importance and Execution attribute based Dimensional
Security
On the Security Dimensions gained an average of 5.76 for the interest rate
while the rate of implementation gained an average of 4.59. There was a
considerable gap -1.16 so that the average respondent was not satisfied. Details
of satisfaction scores for each factor could be seen below
Table 4.4.4 Importance and Performance Level Security Dimension
No Statement
Levels of Importance Levels of Work Scoring of
Satisfaction Average Scoring
Criteria Average
Scoring
Criteria
1 Airport guides
politely 5,72 VI 4,8 G -0,92
2 The Location is
very safe travel 5,9 VI 4,79 G -1,11
3 Plumbers friendly
parking 5,63 VI 4,65 G -0,98
4
Free of Musicians
and requeting
alms
5,79 VI 4,15 G E -1,64
Sources: Primary data was processed (2016)
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 481
The lowest Satisfaction scores was the free factor of buskers and beggars.
This factor was a factor to be in the first quadrant was a very important factor but
the performance was not satisfactory. Department of Tourism needed to sterilize
location of buskers and beggars that visitors felt safe and comfortable visiting to
Kuto Besak.
5. Analysis of Importance and Execution attribute based Empathy
Dimension
At Dimension Concern gained an average of 5.49 for the interest rate while the
rate of implementation gained an average of 4.79. There was a considerable gap -
0.705 so the average respondent was not satisfied. Details of satisfaction scores
for each factor could be seen below
Table 5 Importance and Performance Level Empathy Dimension
No Statement
Levels of
Importance Levels of Work
Scoring of
Satisfaction Rerata
Scoring
Criteria Average
Scoring
Criteria
1
Manager of Tour
Musi is easy to be
reached there is a
post complaints and
telephone call center
customer service
5,54 I 4,7 G -0,84
2
Information on the
location time of
visits information on
the history of the
region can easily
5,45 I 4,88 G -0,57
Sources: Primary data is processed (2016)
The lowest satisfaction score was the Manager of Tour Musi was easy to be
reached there was a post complaints and telephone call center customer service.
This factor lied in quadrant IV showed the factors that affect customer was less
important but implementation was excessive. Considered less important but very
satisfying. For this factor was no need for follow-up.
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 482
Grafik 3. Diagram Cartesian
Source : primary data was processed (2016)
1. Indicates factors or attributes that were deemed to affect customer satisfaction
including elements of the services that were considered very important but
management had not done in accordance with the wishes of customers so
disappointing / not satisfied. These factors were:
• Benteng Kuto Besak was clean, tidy and beautiful (code 6)
• Overall Cleanliness awake (code 7)
• Officers served visitors quickly and easily found (code 13)
• Officers responsiveness in serving visitors (code 14)
• A response to the complaint visitor (code 15)
• The location of travel was very safe (code 17)
• Free from buskers and beggars (code 19)
2. Showed the basic service elements that had been successfully implemented.
For it should be retained. Considered very important and very satisfying.
These factors were
• Museum of traditional house (Limas) cleaned tidy and beautiful (Code 5)
• Collection of historical objects full of struggle (Code 9)
• Collection of cultural objects complete kingdom (code 10)
• Food quality and tasty regional specialties (code 11)
• A beautiful view (rivers historic Ampera bridge etc.) (code 12)
3. Showed some factors of less importance for the customer. Implementation by
companies mediocre. Considered to be less important and less satisfying.
• Plumbers friendly park (code 18)
• Guides served politely (code 16)
• The arena game kids healthy and clean (code 8)
• Large and safe parking (code 2)
Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016
ISBN 979-587-627-9 483
4. Indicated factors that affected customer was less important but implementation
was excessive. Considered less important but very satisfying. (J. Supranto
2006).
• The admission price was affordable (code 1)
• The yacht was easily accessible and reachable (code 3)
• Traditional Boat easily accessible safe and affordable (code 4)
• Manager Musi Travel easily be reached there was a post complaints (code
20)
• Information on the location time of visits information readily available
history of the region (code 21)
CONCLUSION AND SUGGESTIONS
1. The conclusions that could be drawn from this study were
a. The recognition process up to the decision of a visit was the Benteng Kuto
Besak information obtained from friends. Most visitors traveled to
eliminate boredom. Most visitors went on a trip with friends on weekends.
Most visitors had traveled to Kuto Besak less than 5 times.
b. Factors that needed to be maintained were
• Museum of traditional house (Limas) clean tidy and beautiful (Code 5)
• Collection of historical objects full of struggle (Code 9)
• Collection of cultural objects complete kingdom (code 10)
• Food quality and tasty regional specialties (code 11)
• A beautiful view (rivers historic Ampera bridge etc.) (code 12)
2. Suggestions
a. The advice are given as follows
Increase the number of the janitors to keep the cleanliness. Add more signs and
notices in the site area
b. Sterilize the location from buskers and beggars so that visitors feel safe and
comfortable to visit Kuto Besak.
c. Renovate BKB, courtyard garden layout, to improve hygiene and the addition
of Palembang typical carvings on the park lights.
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