The Effect of Service Quality on Customer Satisfaction at Asrin Cafe in Langkat

Rizky Mega Arini; Audina  Rahmi; Ananda Sabrida Tora Boru Sinaga; Riyadatul Muthmainnah; Annisa Tri Hidhayati

doi:10.35877/454RI.qems3879

Rizky Mega Arini Politeknik Negeri Tanah Laut (ID)
Audina Rahmi Politeknik Negeri Tanah Laut (ID)
Ananda Sabrida Tora Boru Sinaga Politeknik Negeri Tanah Laut (ID)
Riyadatul Muthmainnah Politeknik Negeri Tanah Laut (ID)
Annisa Tri Hidhayati Politeknik Negeri Tanah Laut (ID)

https://doi.org/10.35877/454RI.qems3879

Keywords: Service Quality, Customer Satisfaction, Tangibility, Reliability, Responsiveness, Assurance, and Empathy

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Abstract

This study investigates the effect of service quality dimensions-tangibility, reliability, responsiveness, assurance, and empathy on customer satisfaction at Asrin Cafe in Langkat, North Sumatra. Using a sample of 30 respondents, data were collected via questionnaires and analyzed through multiple linear regression with SPSS. The findings reveal that responsiveness and empathy significantly influence customer satisfaction, while the other dimensions do not exhibit individual significance. However, jointly, all five dimensions positively and significantly impact customer satisfaction. The adjusted R-square of 0.522 indicates that service quality accounts for 52.2% of the variance in customer satisfaction. This study underscores the critical role of responsiveness and empathy in enhancing service experiences.

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