Intern
ati
o
n
a
l
Jo
urn
a
l
o
f
E
v
al
ua
ti
o
n
and
Rese
arch in
Education (I
JE
RE)
V
o
l.3
,
No
.3
, Sep
t
em
b
e
r
20
14, pp
. 142
~151
I
S
SN
: 225
2-8
8
2
2
1
42
Jo
urn
a
l
h
o
me
pa
ge
: h
ttp
://iaesjo
u
r
na
l.com/
o
n
lin
e/ind
e
x.ph
p
/
IJERE
Analysis of Customer Loyalty th
rough Total Quality Service,
Customer Relationship Manageme
nt and Customer Satisfaction
Fel
i
ks Anggia Binsar Kristi
an P.
, Hotman Pa
nja
i
tan
Science Man
a
gement Program, F
aculty
of
Econo
mics a
nd Business, Brawijay
a
U
n
iv
ersity
, Malan
g
, Indonesia
Article Info
A
B
STRAC
T
Article histo
r
y:
Received April
30, 2014
Rev
i
sed
Ju
l 20
,
20
14
Accepted Aug 22, 2014
This rese
arch
t
a
lks abou
t to
tal
qual
i
ty
serv
ice and
customer
relationship
m
a
nagem
e
nt eff
ects
toward cus
t
om
er s
a
tisfactio
n and its impact on customer
lo
y
a
lty
.
F
a
st Food Restauran
t
KFC, al
way
s
s
t
rive to
contin
ue to mak
e
im
provem
e
nt in
total qu
ali
t
y
se
rvice
,
so that
c
u
stom
er satisfac
tion can b
e
m
a
intain
ed,
whi
c
h in
turn
will
have
an
im
pa
ct on
custom
er
satisfa
ction
incre
a
se in cust
om
er lo
y
a
lt
y.
B
e
ing abl
e
to cre
a
te custom
er lo
ya
lt
y is also
necessar
y
to h
a
ve a good r
e
lationship,
between th
e
customer with
th
e
restauran
t
.The research
population
was all
KFC fast food restaur
a
n
t
customers at Rungkut Surabay
a
, Indonesia.
From the results of
the testing o
f
the m
odel
in
t
h
is
res
ear
ch,
b
y
us
ing
a
ccid
e
ntal s
a
m
p
ling,
anal
ys
is
of
structural equ
a
tion models, and
using
Amos 2
0
software supp
ort, th
e 20
0
respondents, was able to explain the
relationship between th
e total service
quality
,
custom
er relationship
manage
m
e
nt,
cus
t
om
er s
a
ti
s
f
action
,
and
customer lo
y
a
lty KFC fast food rest
auran
t
s Rungkut Surabay
a
In
donesia.The
result shows that: tota
l qual
i
t
y
servic
e have sig
n
ific
ant eff
ect o
n
custom
er
satisfac
tion; to
ta
l quali
t
y
servic
e
have
significan
t
effect on customer lo
y
a
lty
;
customer relationship ma
nagement have significa
nt effect
on customer
satisfaction; cus
t
omer relationship ma
nagement have signi
fican
t
effect on
cus
t
om
er lo
ya
lt
y; cus
t
om
er
s
a
tis
f
act
ion s
i
gnif
i
c
a
n
t
l
y
effe
ct
cus
t
om
er lo
ya
lt
y.
Keyword:
Cu
sto
m
er lo
yalty
C
u
st
om
er rel
a
t
i
ons
hi
p
m
a
nagem
e
nt
Cu
sto
m
er satisfactio
n
To
tal serv
ice
qu
ality
Copyright ©
201
4 Institut
e
o
f
Ad
vanced
Engin
eer
ing and S
c
i
e
nce.
All rights re
se
rve
d
.
Co
rresp
ond
i
ng
Autho
r
:
Felik
s Angg
ia Bin
s
ar Kristian
P.,
Doct
oral
Stude
n
t at Doctoral
Sci
e
nce M
a
nag
e
m
e
nt
Pr
og
ram
,
Facu
lty of Econ
o
m
ics an
d Busin
e
ss, B
r
awij
aya Un
i
v
ersity,
Malan
g
,
Jln
.
Mayj
en
. Har
yon
o 165
Malan
g
,
Ind
o
n
e
sia.
Em
a
il: felik
scp
2
3
@g
m
a
i
l
.co
m
1.
INTRODUCTION
A m
i
d
tig
h
t
com
p
et
itio
n
,
it is
n
ecessary effort to
m
a
in
tain
an
d in
crease custo
m
er lo
yalty.
One of
t
h
e
eff
o
rt
s m
a
de b
y
fast
fo
od
rest
aura
nt
s, am
on
g ot
hers
, i
s
i
n
d
u
l
g
i
n
g i
t
s
cust
om
ers wi
t
h
var
i
ous
ki
n
d
s o
f
s
e
rvi
ce
q
u
a
lity, and
fu
rt
h
e
r
o
p
tim
iz
es p
r
od
u
c
t a
ttribu
t
es and
their serv
ices
o
f
fered
.
Thi
s
i
s
do
ne as a
fo
r
m
of
ori
e
nt
at
i
on i
n
or
der
t
o
kee
p
cust
om
ers sat
i
s
fi
ed,
an
d t
h
e
l
o
n
g
t
e
rm
part
ner
s
hi
p c
ont
i
n
u
o
u
sl
y
an
d i
s
al
so
expecte
d
occ
u
rrence
of
repeat
business
[1].
To m
a
intain long term
partne
rshi
ps
can
be done through total quality
service (TQS
), the
TQS is the
relations
hip be
tween the com
p
any and
custo
m
ers su
stain
a
b
l
e d
o
e
s no
t en
d
after th
e sale is co
m
p
lete
d
[2
].
Und
e
r
co
nd
itio
n
s
o
f
co
m
p
etitio
n
b
e
tween
p
r
ov
id
ers o
f
fa
st food
restau
ran
t
s are m
o
re stri
n
g
e
n
t
then
the
altern
ativ
e attem
p
ts
to
d
o
are
th
ro
ugh
fosteri
n
g
g
ood
relation
s
with
cu
sto
m
ers (relation
s
h
i
p
m
a
rk
etin
g
)
.
Wi
t
h
good
foste
r
ed relations is e
xpected that c
u
st
om
ers becom
e
m
o
re l
o
y
a
l
and
m
a
y
bri
n
g
ne
w c
u
st
om
ers.
One
way
to
face the c
o
m
p
etition is to provide
service
s
with better
qua
lity com
p
ared to its
co
m
p
etito
rs. Qu
ality o
f
serv
i
ce h
a
s a strong
attach
m
e
n
t
t
o
cu
st
o
m
er sat
i
sfactio
n
;
qu
ality serv
ice p
r
ov
id
ers
g
i
v
e
a
bo
ost to th
e fast
food
restau
ran
t
to
run
a stron
g
bond
w
i
t
h
custo
m
ers. Serv
ice quality is d
e
ter
m
i
n
ed b
y
Evaluation Warning : The document was created with Spire.PDF for Python.
I
J
ERE
I
S
SN
:
225
2-8
8
2
2
Ana
l
ysis o
f
C
o
stu
m
er Lo
ya
lty Th
rou
g
h
To
t
a
l
Qu
a
lity S
e
rvice, Cu
st
o
m
er .... (Feliks An
gg
i
a
Bi
n
s
ar K.P.)
14
3
the pe
rception
of t
h
e custom
e
r
, the
r
efore a variety of re
sponses
from
the custom
ers nee
d
to
be acce
pte
d
as a
val
u
a
b
l
e
i
n
put
fo
r t
h
e
de
vel
o
pm
ent
/
st
rat
e
gy
devel
opm
ent
.
T
hus
we
nee
d
a strate
gy to
increase t
h
e num
ber
o
f
n
e
w cu
sto
m
ers an
d retain ex
istin
g cu
st
o
m
ers.
Th
e co
m
p
an
y tried th
eir
best to
in
crease
cu
sto
m
er lo
yalty b
y
bui
l
d
i
n
g
l
o
ng
t
e
rm
rel
a
t
i
onshi
ps
[3]
.
In conn
ectio
n
with
cu
sto
m
er
lo
yalty, TQS i
m
p
l
e
m
en
tatio
n
in
bu
ild
ing
relatio
n
s
h
i
p
with
cu
st
o
m
er
s
shoul
d
conside
r
the factors that defi
ne the c
u
stom
er'
s
trust. These factor
s can be the trust and comm
itment to
cust
om
ers. Gi
ven t
h
e hi
g
h
l
y
com
p
l
e
x cust
om
er beha
vi
o
r
and
u
n
p
r
e
d
i
c
t
a
bl
e, f
u
ndam
e
nt
al
app
r
oach
can be
d
o
n
e
b
y
th
e fast food
restau
ran
t
with em
b
e
d
th
e tru
s
t and
bu
ild
ing
co
mmit
m
en
t to
its custo
m
ers
.
To
ta
l Qua
lity
Serv
ice
To
tal Qu
ality Serv
ice (TQS) is a st
rateg
i
c and
i
n
tegrated
m
a
n
a
g
e
m
e
n
t
system
th
at i
n
vo
lv
es all
m
a
nagers a
nd em
ployees, as well as using the m
e
t
hods
of qualitative and
qua
ntitative continuous
l
y to
im
pro
v
e o
r
ga
n
i
zat
i
onal
pr
oce
sses, i
n
o
r
der t
o
m
eet and ev
en excee
d t
h
e
need
s, de
si
res,
and e
xpect
at
i
ons
of
cu
sto
m
ers. The g
o
a
l
o
f
to
tal q
u
a
lity serv
ice is to
cr
eate
cu
sto
m
er satisfactio
n, g
i
v
e
respo
n
s
i
b
ility t
o
an
y
pers
o
n
, a
n
d
per
f
o
r
m
cont
i
n
u
o
u
s i
m
pro
v
em
ent
[
4
]
.
TQS
f
o
cuse
s
on
fi
v
e
area
s,
nam
e
ly
:
1. cu
s
t
om
er focu
s;
2
.
t
o
t
a
l
i
n
vol
ve
m
e
nt
;
3. M
eas
urem
ent
;
4.
System
atic support, a
nd
5. C
o
ntinuous im
provem
ent. Tota
l quality service
is form
ed of s
e
veral s
u
b-vari
ables
whi
c
h i
n
cl
u
d
e
:
C
o
m
m
i
tm
ent
R
e
sp
on
se,
Pr
od
uct
Im
pro
v
e
m
ent
,
Pr
ocess
Im
pro
v
em
ent
,
H
u
m
a
n R
e
s
o
u
r
ce
Excel
l
e
nt
, C
u
st
om
er Ori
e
nt
at
i
o
n
R
e
sp
o
n
se,
a
n
d
Ec
on
om
i
c
s
Ad
va
nt
age.
Cus
t
omer
Relati
onship Management
C
u
st
om
er R
e
l
a
t
i
ons
hi
p M
a
na
gem
e
nt
(C
R
M
) i
s
t
h
e proces
s of b
u
i
l
d
i
n
g and m
a
i
n
t
a
i
n
i
ng pr
o
f
i
t
a
bl
e
relatio
n
s
with
cu
sto
m
ers b
y
prov
id
i
n
g
p
r
od
ucts th
at are
valuable to c
ons
umers and cre
a
te satisfied cust
om
ers.
CRM is
th
e way co
m
p
an
ies bu
ild
relatio
n
s
h
i
p
s
with
cust
o
m
ers with
th
e aim o
f
m
a
in
tain
i
n
g
cu
sto
m
er lo
yalty
and
com
m
i
t
m
e
nt
t
o
co
nt
i
n
ue
t
o
u
s
e t
h
e
c
o
m
p
any'
s pr
od
u
c
t
s
i
s
co
ncer
ne
d
[5]
.
C
R
M
i
s
a
phi
l
o
s
o
phy
and
a
busi
n
ess st
rat
e
gy
, su
p
p
o
r
t
e
d
by
a sy
st
em
and a t
ech
n
o
l
o
gy
, desi
gne
d t
o
i
m
prove
hu
m
a
n i
n
t
e
ract
i
o
ns i
n
a
busi
n
ess en
vi
r
onm
ent
[
6
]
.
In CRM re
quires comm
unication
betwee
n the com
p
an
y and related
p
a
rties
th
at sup
p
o
r
t t
h
e co
m
p
an
y
in business
. Com
m
unication that exists is not a
m
onolo
gue or one way,
but
necessa
ry dia
l
ogue invol
ving two
o
r
m
o
re
p
a
rties in
th
e pro
cess of
g
i
v
i
ng
and
receiv
ing
i
n
fo
rm
atio
n
.
In
ad
d
ition
,
co
m
p
an
ies tod
a
y m
u
st d
o
direct c
o
mm
unication. T
h
is is
neces
sary c
onsidering th
e i
n
crease c
o
m
p
lexity of
needs
,
desires
and standa
rds
o
f
qu
ality th
at co
nsu
m
ers
wan
t
th
e
produ
cts req
u
i
red
.
Cus
t
omer
S
a
ti
sfac
tio
n
Cu
sto
m
er satisfactio
n
as a co
nsciou
s ev
alu
a
tion
o
r
co
gn
itiv
e assessm
en
t is to
wh
et
h
e
r t
h
e
p
e
rform
a
n
ce of th
e
produ
ct
/ serv
ice is
relativ
ely g
o
o
d
or
ba
d
or
w
h
et
her t
h
e p
r
od
uct
s
/
ser
v
i
ces
are
appropriate or not
for t
h
eir intend
ed
p
u
r
pos
e. Sat
i
s
fact
i
on
or
di
ssat
i
s
fact
i
on
o
f
cu
s
t
om
ers i
s
cust
om
er
resp
o
n
se t
o
t
h
e
di
scre
pancy
/
di
sco
n
fi
rm
ati
on pe
rcei
ve
d
wi
t
h
pre
v
i
ous e
x
pect
at
i
ons
. B
a
s
i
cal
l
y
, t
h
e pur
p
o
se o
f
a busi
n
ess is to create satisfied cust
om
ers. Costum
er satis
fact
i
on i
s
a fu
nct
i
on
of e
xpect
at
i
ons
of t
h
e
b
u
y
e
rs o
f
t
h
e p
r
od
uct
s
or
ser
v
i
ces t
o
t
h
e
pe
rcei
ve
d
per
f
o
rm
ance [
7
]
.
B
a
sed o
n
t
h
e
di
sco
n
fi
rm
ati
on pa
ra
di
gm
, cust
om
er sat
i
s
fact
i
on i
s
a p
o
s
t
pu
rcha
se ev
al
uat
i
on i
n
whic
h the
perception
of the
perform
a
nce of the
products or se
rvices
th
at
m
eet or exceed e
x
pectations
selected. Satis
faction is the
psyc
hol
ogical
state of
a
person’s em
otional i
n
dicates disc
onfirm
ation or
co
nfirm
a
tio
n
of th
e serv
ice
d
e
liv
er
ed
t
o
t
h
e e
xpect
at
i
o
ns a
n
d m
a
ke t
h
e e
x
p
e
ri
ence a
f
t
e
r c
ons
um
i
ng.
C
u
st
o
mer Loya
lty
No
wa
day
s
o
r
i
e
nt
at
i
on
of t
h
e wo
rl
d cl
ass
com
p
any experie
n
ced a s
h
ift
f
r
om
t
h
e con
v
e
n
t
i
onal
approach t
o
wa
rds c
o
ntem
porary appro
ach.
The conve
n
tional approac
h
em
pha
sizes custom
er satisfaction, the
cost re
duction, m
a
rket share, an
d m
a
rket research.
While
a contem
por
a
r
y
ap
pr
oac
h
f
o
cu
ses
on c
u
st
om
er
lo
yalty, cu
stomer reten
tion
,
zero d
e
fect
i
o
ns
, an
d l
i
f
el
on
g c
u
st
om
ers.
There
are
fo
ur
ki
n
d
s
of
p
o
ssi
bl
e rel
a
t
i
o
n
s
hi
ps
bet
w
ee
n cu
st
om
er sat
i
s
fact
i
on a
nd c
u
st
o
m
er l
o
y
a
l
t
y
:
fai
l
u
res
,
f
o
rce
d
l
o
y
a
l
t
y
, defe
ct
or, a
n
d succ
ess [8]
.
R
e
pea
t
purc
h
ase
be
h
a
vi
o
r
o
f
t
e
n as
soci
at
ed
wi
t
h
bra
n
d
lo
yalty, ev
en
t
h
oug
h it is d
i
fferen
t. Brand
l
o
yalty re
flects a commitm
en
t to a pa
r
ticu
l
ar bran
d, wh
ile th
e
rep
u
rc
hase s
o
l
e
l
y
i
nvol
ve
s t
h
e pu
rc
hase o
f
a part
i
c
ul
a
r
b
r
and
o
f
t
h
e sam
e
ove
r a
nd
o
v
e
r
. T
h
e occ
u
rre
nce o
f
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l. 3
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e
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42
–
15
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14
4
t
h
e co
ns
um
er bra
n
d l
o
y
a
l
t
y
due
t
o
t
h
e ef
fe
ct
of
sat
i
s
fact
i
o
n
an
d
di
ssat
i
s
fact
i
o
n
wi
t
h
t
h
e bra
n
d c
ont
i
n
uo
usl
y
accum
u
lated, in a
ddition t
o
the pe
rceptio
n of
the quality
of
t
h
e product [9].
Rela
tion
betw
een To
tal
Qu
a
lity Ser
v
ice W
i
th C
u
st
omer
Satis
f
a
c
tio
n
.
On th
e
prin
ciple o
f
To
tal Quality Serv
ice (TQS)
fo
cu
sed
o
n
addressing
th
e n
e
ed
s and
d
e
sires
of
custom
ers, as
well as to
offset
the delive
r
y accuracy a
n
d e
x
ceed t
h
e
n
eeds, wants and
expectations of
cu
sto
m
ers, which
is don
e
by in
vo
lv
ing
al
l
m
a
n
a
g
e
rs
and em
ployees,
as well as
usi
n
g the m
e
thods
of
q
u
a
litativ
e an
d qu
an
titativ
e to i
m
p
r
ov
e con
tin
uou
s
p
r
o
cesses of an
o
r
g
a
n
i
zatio
n
,
i
n
o
r
d
e
r
to
m
eet ev
en
ex
ceed
t
h
e ne
eds
,
desi
res, a
n
d e
x
pec
t
at
i
ons
of
t
h
e
cust
om
er [
4
]
.
Tja
h
j
o
no
(
2
00
9)
, i
n
fo
rm
s t
h
at
t
h
e T
Q
S
ef
f
ect
o
n
u
n
i
v
e
rsity costu
m
er satisfactio
n, it is sh
own th
at b
y
im
p
l
emen
tin
g
i
n
teg
r
ated
qu
ality goo
d serv
ice,
wil
l
b
o
o
s
t
sat
i
s
fact
i
on o
f
uni
versi
t
y
cu
st
om
er
[1
0]
.
Relatio
n
betw
een Tota
l
Quality
Ser
v
ice W
i
th Customer
Loyalty
Darm
ansyah,
Iksa
n (2008), i
n
his
researc
h
states
t
h
at
t
h
er
e i
s
a si
gni
fi
ca
nt
rel
a
t
i
on st
ro
ng e
n
ou
g
h
b
e
tween
TQS an
d
Lo
yalty Deb
t
ors, with
the p
o
s
itiv
e d
i
rec
tio
n
of th
e rel
a
tio
n
[1
1
]
. Felik
s et al., (20
13) also
fo
u
nd a l
a
r
g
e e
n
o
u
gh
rel
a
t
i
on
bet
w
ee
n
TQS
with
lo
yalty v
a
riab
le th
rou
g
h
stu
d
e
n
t
satisfactio
n
v
a
riab
le.
Felik
s
et al., Sh
owed
th
at stud
en
t l
oyalty will in
crease with th
e
goo
d TQS
o
f
co
ll
eg
e
[12
]
.
Rela
tion
betw
een C
u
st
omer
Rela
tio
n
ship
Ma
na
geme
nt
With
Cus
t
o
m
er Sa
tisf
acti
on
Felik
s, an
d Pan
j
aitan (20
1
2
)
, states co
m
p
anies
th
at i
m
p
l
emen
t CRM p
r
o
p
e
rly will resu
lt in
creasi
n
g
cu
sto
m
er satis
factio
n
[13
]
. Ku
sn
ad
i research
resu
lts
(2
00
8)
also
sh
owed
th
at
th
e CRM ap
p
licatio
n
h
e
lps
co
m
p
an
ies to
g
a
in
custo
m
er
k
nowledg
e th
at h
e
lp
s co
m
p
an
ies i
m
p
r
ov
e cu
sto
m
er satisfactio
n
[1
4
]
and
th
is is
su
ppo
rted
also b
y
stud
ies
Wetsch
, Lyle R., (2
006
) th
at
b
y
u
s
i
n
g
t
h
e th
eory of ju
stice to
inv
e
stig
ate th
e
pot
e
n
t
i
a
l
im
pact
s t
h
at
coul
d c
a
use
d
by
t
h
e i
n
vol
vem
e
nt
of t
h
e cu
st
om
er i
n
t
h
e C
R
M
im
plem
ent
a
t
i
on t
o
t
r
ust
,
satisfactio
n
and
cu
sto
m
er lo
yalty [1
5
]
.
Relation betw
een Customer
Relationsh
ip Manageme
nt With Cus
t
om
er
Loyalty
Mu
n
a
nd
ar,
Dad
a
ng
(20
11) state th
at CRM
h
a
s po
s
itiv
e and
sign
ifican
t effects on
cu
st
omer lo
yalty,
changes
in t
h
e
com
p
any'
s custom
er
lo
yalty
is d
i
rectly cau
s
ed
b
y
ch
anges in
t
h
e im
p
l
e
m
en
tatio
n
o
f
CR
M
[16
]
. Th
is m
e
a
n
s th
at to
in
crease cu
sto
m
er l
o
yalty
n
eed
s to first i
m
p
l
e
m
e
n
t CRM
. The findings also i
n
dicate
that the better CRM
im
ple
m
ented by the com
p
any w
ill
in
crease th
e lo
yalty o
f
the custom
ers com
p
any
b
u
s
i
n
ess. Th
is in
d
i
cates cu
st
o
m
er lo
yalty
n
eed m
o
re
com
p
an
ies atten
tio
n
,
b
ecau
s
e lo
yalty will u
lti
m
a
tel
y
affect the
perform
a
nce of t
h
e
com
p
any.
Rel
a
ti
on
betw
een C
u
st
omer
Sa
ti
sf
acti
ons
w
i
th Cu
st
ome
r
L
o
yal
t
y
Panj
aitan
,
Ho
t
m
an
(2
011
) in
fo
rm
s th
at th
e
facto
r
s
of co
nsu
m
er satisfactio
n h
a
v
e
a
p
o
sitiv
e relation
to custom
er loyalty [17].
Because e
sse
ntially cognitive loyalty
factor of a custom
er loyalty
that is f
o
rm
e
d
base
d only on receipt of inform
ation
about the products.
Affective loyalty,
is custo
m
er loyalty that f
o
rm
ed
d
u
e
t
o
th
e co
mp
an
y
b
a
sed
on
th
eir attitu
d
e
.
Co
n
a
tiv
e l
o
yalty, a co
n
s
u
m
er d
e
sire to
k
e
ep
p
i
ck
ing
o
n
t
h
e
fu
t
u
re
(i
nt
erest
be
ha
v
e
), an
d act
i
o
n
l
o
y
a
l
t
y
, a consum
er act
i
o
n
t
o
keep ch
oo
si
ng t
h
i
s
com
p
any, tha
n
any other
co
m
p
an
y. Tj
ahj
ono
,
H
e
n
d
ro
(2
009
) in
h
i
s
re
search also inform
s the effect
of
satisfaction on
lo
yalty un
iv
ersity
st
ude
nt
s [1
0]
.
C
o
nceptua
l
Mo
del
In th
is
research
, t
h
ere are fou
r
v
a
riab
les t
h
at w
ill b
e
ex
amin
ed
are: t
o
t
a
l q
u
a
lity service v
a
riab
le
(X
1)
,
c
u
st
om
er rel
a
t
i
o
n
s
hi
p
m
a
nagem
e
nt
v
a
ri
abl
e
s
(X
2
)
,
cust
om
er l
o
y
a
l
t
y
vari
abl
e
(
Y
),
a
n
d
cu
st
om
er
sat
i
s
fact
i
on
va
r
i
abl
e
(Z
).
Whi
l
e t
h
e
researc
h
conce
p
t
u
al
m
odel
can
be
d
e
sc
ri
be
d as
sh
o
w
n
i
n
Fi
gu
re
1.
be
l
o
w:
Evaluation Warning : The document was created with Spire.PDF for Python.
I
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ERE
I
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2-8
8
2
2
Ana
l
ysis o
f
C
o
stu
m
er Lo
ya
lty Th
rou
g
h
To
t
a
l
Qu
a
lity S
e
rvice, Cu
st
o
m
er .... (Feliks An
gg
i
a
Bi
n
s
ar K.P.)
14
5
Fi
gure 1.
Rese
arch Conseptual Model
2.
R
E
SEARC
H M
ETHOD
Rese
arch Desi
gn
This resea
r
ch
was about cust
om
ers at KFC fast fo
od
rest
aura
nt
s i
n
R
u
n
g
k
u
t
,
S
u
ra
bay
a
, In
d
onesi
a
,
wh
ich
is an
analysis th
e effect o
f
to
tal qu
ality serv
ice an
d CRM o
n
cu
st
o
m
er satisfacti
o
n
and
its i
m
p
act o
n
cu
sto
m
er lo
yalty. Th
is research
u
s
es m
u
l
tiv
ariate
an
alysis an
d
an
exp
l
an
atory research, wh
ich
will b
e
expl
ore
d
t
h
e c
a
usal
rel
a
t
i
o
ns
hi
p
bet
w
ee
n
re
search
va
ri
ab
les. Th
e m
a
in
meth
od
o
f
th
is
research wa
s a
survey
researc
h
thats
conducted
by taking a sam
p
le of the
pop
u
l
ation
using a q
u
e
stionn
ai
r
e
as a pr
im
ar
y d
a
ta
collector.
Popul
ati
o
n
an
d Rese
arc
h
S
a
mple
Th
e po
pu
lation
in
th
is research
were all custo
m
er
s of KF
C fast foo
d
res
t
aura
nts Run
g
kut S
u
ra
bay
a
In
d
onesi
a.
T
h
e
sam
p
l
i
ng m
e
tho
d
used i
s
ac
ci
dent
al
sam
p
l
i
ng m
e
t
hod
.
C
r
i
t
eri
a
sam
p
l
e
are
1
)
.
KFC
Fast
Fo
od
Custom
ers Rungkut Surabay
a
Indonesia.
2).
At least 2x
has been
place an orde
r.
3) Custom
ers at le
ast 17
years of a
g
e.
E
s
tim
a
tes used a
r
e Maxim
u
m
L
i
kelihood
Esti
matio
n
(ML) an
d th
e nu
m
b
er
o
f
th
e sam
p
le ab
ou
t
20
0
res
p
o
n
d
ent
s
, w
h
i
c
h i
s
a
d
a
p
t
e
d t
o
t
h
e
pr
o
v
i
s
i
o
ns
of
t
h
e
St
ruct
ural
E
q
u
a
t
i
on M
odel
i
n
g
(SEM
).
Classific
a
ti
on and
De
finiti
on of Operating
Vari
ables
Cl
assi
fi
c
a
ti
on of
V
a
ri
a
b
l
e
s
The re
searc
h
variables are
det
e
rm
ined and cl
assified
i
n
acc
or
da
nce wi
t
h
t
h
e resea
r
c
h
t
h
a
t
have
bee
n
form
ulated.
T
Q
S va
riable (X1), and CRM (X2) is used
as an ex
oge
no
us va
ri
abl
e
,
and cust
om
er l
o
y
a
l
t
y
varia
b
le (Y) a
s
an end
o
g
en
o
u
s va
riable, w
h
ile the vari
able custom
er sa
tisfaction (Z
) acts as an inte
rve
n
i
ng
vari
a
b
l
e
.
Opera
tio
n
Va
riable
De
finiti
on
a
.
Tota
l Qua
lity
Serv
ice
To
tal Qu
ality
Serv
ice in
q
u
e
stio
n
in
th
is research
is strateg
i
c an
d
in
teg
r
ativ
e
m
a
n
a
g
e
men
t
syste
m
th
at in
vo
lv
es
all
m
a
n
a
g
e
rs
an
d em
p
l
o
y
ees, as
well as
u
s
ing
th
e m
e
t
h
od
s
of qu
alitativ
e and
q
u
a
n
titativ
e
co
n
tinuo
usly t
o
i
m
p
r
ov
e organ
i
zatio
n
a
l processes, in
or
de
r to m
eet and even e
x
cee
d the needs
,
desire
s, and
expect
at
i
o
ns
of
cust
om
ers .T
QS
was m
easured
usi
n
g
fi
ve
di
m
e
nsi
ons w
h
i
c
h i
n
cl
u
d
e:
C
o
m
m
itm
ent
R
e
spo
n
se
,
Pro
d
u
ct
Im
pro
v
em
ent
,
Proce
ss Im
provem
e
nt
, H
u
m
a
n R
e
sou
r
ce E
x
cel
l
e
nt
, C
u
st
om
er Ori
e
nt
at
i
on R
e
spo
n
se
,
and
Ec
on
om
i
c
s A
dva
nt
age
.
Evaluation Warning : The document was created with Spire.PDF for Python.
I
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22
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o
. 3
,
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t
emb
e
r
201
4
:
1
42
–
15
1
14
6
b. Customer Rel
a
ti
onshi
p
Management
C
u
st
om
er R
e
l
a
t
i
ons
hi
p M
a
na
gem
e
nt
i
s
a
m
a
nagem
e
nt
assessm
ent
fi
r
m
to hi
s s
u
ccess i
n
del
i
v
e
r
i
n
g
satisfaction to
custom
ers.
CR
M
m
easured using three
in
d
i
cato
r
s,
wh
ich
is:
Peop
le, Processes / Pro
c
ed
ures,
an
d Tech
no
logy.
c.
Cus
t
omer
Satis
f
action
C
u
st
om
er Sat
i
s
fact
i
o
n
i
s
t
h
e
pl
easu
r
e
gi
ve
n
by
cust
om
ers w
h
e
n
se
rvi
ces are
obt
ai
n
e
d a
nd t
h
e
corres
ponding products eve
n
exceed the e
x
pectations of c
u
stom
ers.
Customer satisfaction is
m
easured
using
th
ree i
n
d
i
cators, wh
ich
is: Price and
Qu
ality, Co
n
v
e
n
i
en
ce
o
f
Acqu
isitio
n
an
d Em
p
l
o
y
ee Exp
e
rien
ce.
d. Customer lo
ya
lt
y
Cu
sto
m
er lo
yalty is a respo
n
se to
cu
sto
m
er b
e
h
a
v
i
o
r
exp
r
essed
i
n
a long
tim
e to
stil
l ch
oo
se t
h
e
pr
o
duct
p
r
ovi
d
e
r R
u
ng
k
u
t
KF
C
fast
fo
od
res
t
aura
nt
Su
raba
y
a
In
d
onesi
a, c
onsi
s
t
e
nt
l
y
.
I
n
m
easuri
n
g, c
u
s
t
om
er
lo
yalty is
d
i
v
i
d
e
d
in
t
o
fo
ur in
d
i
cators,
wh
i
c
h
is: co
gn
itiv
e lo
yalty, affectiv
e lo
yalty, co
n
a
tiv
e lo
yalty, actio
n
lo
yalty
.
3.
R
E
SU
LTS AN
D ANA
LY
SIS
3.
1.
RE
SUL
T
S
3.
1.
1.
Val
i
d
i
t
y
T
e
s
t
Th
e test resu
lt
s sh
owed
a sign
ifican
t v
a
lid
it
y fo
r all in
d
i
cato
rs,
wh
ich
m
e
an
s th
at th
e ind
i
cato
r
s
o
r
que
stion item
s
for each
of the
varia
b
les c
ontaine
d in
t
h
e questionnai
r
e are
qua
lified validity.
Validity is
measured by
c
ons
sistency int
e
rnal
v
a
lid
ity usin
g Pearson
produ
ct m
o
m
e
n
t
correlation
m
e
th
od
.
Th
e test resu
lt
i
s
kn
ow
n t
h
at
al
l
val
u
es
of Pe
arso
n c
o
r
r
el
at
i
on s
h
owe
d
si
g
n
i
f
i
cance <
0
.
0
5 an
d c
o
r
r
el
at
i
on
val
u
e
s
> 0
.
4
,
and al
l
the indicator variable has a value of
critical ratio
th
at is two
ti
m
e
s
larg
er th
an
th
e erro
r stan
d
a
rd
.
Th
erefo
r
e it
can
be c
oncl
u
d
e
d t
h
at
al
l
t
h
e i
ndi
cat
o
r
vari
a
b
l
e
s use
d
i
n
t
h
e
researc
h
i
s
val
i
d.
3
.
1
.
2
.
Relia
bility
Test
Test resu
lts u
s
i
n
g Cro
n
b
a
ch
alp
h
a
reliab
ility
co
efficien
t
g
e
t m
o
re resu
lts
m
o
re th
an
0
.
7
,m
a
t
ch
es all
at dim
e
nsions
of the m
easure
d
varia
b
les, it
means th
at the
instrum
e
nt prove
d t
o
have
a
cceptable reliability,
are
prese
n
ted in Ta
ble
1 [18].
Ta
ble 1
.
Resul
t
s o
f
Reliability
Test
Instruments
Variable
Alpha Coefici
e
nt
(
α
) C
o
n
c
lu
sion
Total Quality Se
r
v
ice
Co
m
m
it
m
e
nt Resp
onse
Pr
oduct Im
pr
ovem
e
nt
Pr
ocess I
m
p
r
ovem
e
nt
Custo
m
er Orientation Response
Hu
m
a
n Resource
Excelent
E
c
ono
m
i
cs Advantage
0,
674
0,
830
0,
900
0,
825
0,
819
0,
879
Reliable
Cust
o
m
er Relat
i
onship Managem
e
nt
Hu
m
a
n
Pr
ocess / Pr
ocedur
T
echnology
0,
825
0,
665
0,
688
Reliable
Custo
m
er Sa
tis
f
a
c
tio
n
Price and Qualit
y
Convenience o
f
Acquisition
Em
ploy
ee E
xper
i
ence
1,
000
1,
000
1,
000
Reliable
Loyalt
y
Cognitive
Affective
Conative
Action
0,
730
0,
819
0,
859
0,
792
Reliable
So
u
r
c
e
s:an
alysis
resu
lts
3.
1.
3.
E
s
ti
ma
ted
M
o
del
At this stage of the m
easurements
carried
out c
o
nfirm
a
tory factor
an
alysis /
m
easu
r
e
m
en
t m
o
d
e
l of
th
e co
nstruct valid
ity o
f
th
e TQS (X1)
, CR
M (
X
2)
, cu
stomer
lo
yalty
(
Y
)
,
an
d cust
om
er sat
i
s
fact
i
on (
Z
).
Thi
s
i
s
sh
ow
n i
n
Fi
g
u
re
2
.
Evaluation Warning : The document was created with Spire.PDF for Python.
I
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ERE
I
S
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:
225
2-8
8
2
2
Ana
l
ysis o
f
C
o
stu
m
er Lo
ya
lty Th
rou
g
h
To
t
a
l
Qu
a
lity S
e
rvice, Cu
st
o
m
er .... (Feliks An
gg
i
a
Bi
n
s
ar K.P.)
14
7
Figure 2.
Rese
arch Model
3.
1.
4.
Go
odne
ss O
f
Fi
t T
e
st
This test is done to
see if the
m
odels are de
velo
ped according t
o
(fit) wit
h
the a
v
ailable
data.
Item
s
th
at are
u
s
ed
fo
r testing
is sho
w
n
in Tab
l
e
2.
Th
e resu
lts
of th
e test d
a
ta usin
g
a
sam
p
le
o
f
20
0, m
a
y in
d
i
cate
th
e lev
e
l
o
f
si
gn
ifican
ce to
test th
e abov
e are d
i
ffer
en
ce, are 117
.9
56
with
p
r
o
b
a
b
ility 0
.
06
4..
Th
is i
n
dicates
that there
is no
diffe
re
nce
between t
h
e c
o
varia
n
ce m
a
tr
i
x
sam
p
le and
t
h
e co
v
a
rian
ce
matrix
po
pu
latio
n
,
so
that the
researc
h
m
odel is acc
epted.
W
h
ile th
e v
a
l
u
e o
f
G
F
I, AG
FI, TLI, CFI, RMSEA
and CMI
N
/ D
F
r
e
sp
ectiv
ely 0
.
91
8, 08
18
, 0.942
,
0
.
9
3
2
,
0.078
2
an
d 1.203
ar
e all lo
cated
in the expected ra
nge
of val
u
es
so that the m
odel
can
be ac
cepte
d.
T
a
bl
e 2. Go
od
ness of Fi
t
I
n
d
e
x Rese
arch Mo
del
G
oodness of Fi
t I
ndex
Cut-off Value
Test Model Resul
t
s
Infor
m
ation
2 / Chi-
Squar
e
117,
95
6
Aver
age
Significance proba
bility
0,
05
0,
064
Good
GFI
0,
90
0,
918
Good
AGFI
0,
90
0,
818
Aver
age
TLI
0,
95
0,
942
Aver
age
CFI
0,
95
0,
932
Aver
age
RMSEA
0,
08
0,
078
Good
Relative
2 (C
MI
N/DF)
2,
00
1,
203
Good
Sources:analysis results
3.
1.
5.
Par
a
meters
T
e
st
To dete
rm
ine
the causal rela
tions
hip bet
w
e
e
n each
varia
b
le, testing the
null hy
pot
hese
s that the
rel
a
t
i
on bet
w
e
e
n t
h
e re
gre
ssi
on c
o
ef
fi
ci
ent
s
equal
t
o
zer
o th
roug
h
th
e t
-
test in
th
e reg
r
essi
on
m
o
d
e
ls..
By
consideri
ng the regres
sion re
sults in Table 3 it is known th
at the value of critical ratio
(CR) which is identical
with
th
e t-test in
th
e reg
r
essio
n
an
al
ysis can
b
e
seen
t
h
at all th
e reg
r
e
ssion coe
ffici
ents are
significantly
di
ffe
re
nt
f
r
om
zer
o.
T
h
us t
h
e n
u
l
l
hy
p
o
t
h
eses can
be
rejected a
n
d t
h
e altern
a
tiv
e h
ypo
th
es
e
s
ca
n
b
e
accepted.
T
h
e existence of
a causal
re
lation
in the m
odel is
accepta
ble.
Evaluation Warning : The document was created with Spire.PDF for Python.
I
S
SN
:
2
252
-88
22
I
J
ERE
Vo
l. 3
,
N
o
. 3
,
Sep
t
emb
e
r
201
4
:
1
42
–
15
1
14
8
Table 3.
P
a
r
a
meter
Es
timation Rese
arch Model
Regression Weig
hts
Standart
Esti
m
a
te
S.E.
C.R.
P
Total_QS
→
Custo
m
er
_Satisfaction
.
330
.
092
3.
140
.
002
Total_QS
→
Custo
m
er
_
L
oy
alty
.
507
.
141
2.
654
.
008
Custo
m
er_R
M
→
Custo
m
er
_Satisfaction
.
870
.
271
4.
993
.
000
Custo
m
er_R
M
→
Custo
m
er
_
L
oy
alty
.
994
.
332
3.
927
.
000
Custo
m
er_Sa
tisfaction
→
Custo
m
er
_
L
oy
alty
.
396
.
212
2.
576
.
015
Sources:analysis results
On t
h
e t
a
bl
e 3
sho
w
s
us t
h
at
TQS w
h
i
c
h al
r
eady
im
pl
em
ent
e
d by
t
h
e K
F
C
fast
foo
d
res
t
aura
nt
has a
p
o
s
itiv
e
relatio
n and
si
g
n
i
fican
tly effect
on
Custo
m
er Sa
tisfactio
n
.
Th
i
s
is prov
ed
by th
e v
a
l
u
e of t-test
(critical ratio
) is g
r
eater th
an t-tab
l
e (3
.14
0
> 1
.
98)
and
the p
r
o
b
a
b
ility v
a
lu
e is s
m
aller
th
an
0
.
05
(0
.0
02
>
0.
05
).
There is a
rel
a
tion bet
w
ee
n Total
Quality Service with
Custom
er Loyalty in am
ount
of
0.507.
it
mean
s th
at TQS
h
a
s po
sitiv
e an
d sign
ifi
can
tly effect
o
n
custo
m
er lo
yalty d
i
rectly at KFC
fast
fo
od
restauran
t
s.
This is prov
en
b
y
th
e
v
a
lu
e of t
-
test (cr
itical ratio
) is
g
r
eater th
an t-tab
l
e
(2,65
4
>
1.98) and
th
e
p
r
ob
ab
ility v
a
lu
e is sm
aller th
an
0
.
0
5
(0
.00
8
> 0
.
05
).
There
i
s
a
rel
a
t
i
on
bet
w
ee
n
C
u
st
om
er R
e
l
a
t
i
onshi
p M
a
nagem
e
nt
wi
t
h
C
u
st
om
er Sat
i
s
fact
i
o
n
i
n
am
ount
of 0,870.
it m
eans that CRM which
has
been
done
by KFC
fast food
res
t
aura
nt positive and
sig
n
i
fican
tly effect on
Cu
st
omer Satisfactio
n
.
Th
is is
p
r
o
v
en
b
y
th
e v
a
l
u
e o
f
t-test
(critical ratio
) is greater
th
an
t
-
tab
l
e
(4,9
93
>
1
.
98
) and th
e
p
r
ob
ab
ility v
a
lu
e is sm
all
e
r th
an
0
.
05
(0
:
0
0 <0
:
0
5).
There
i
s
a
rel
a
t
i
on
bet
w
ee
n
C
u
st
om
er R
e
l
a
t
i
ons
hi
p M
a
na
gem
e
nt
wi
t
h
C
u
st
om
er Loy
a
l
t
y
i
n
am
ount
o
f
0.994
.
it m
e
an
s th
at CRM
p
o
s
itiv
e an
d
si
g
n
i
fican
tly effect d
i
rectly to
th
e Cu
sto
m
er
Lo
yalty in
KFC fast
food
restauran
t
.
Th
is is p
r
ov
en
b
y
th
e v
a
lu
e o
f
t-test
(critical ratio
) is g
r
eater th
an
t-tab
l
e (3
,92
7
>
1
.
9
8
) and
th
e pro
b
a
b
ility v
a
lu
e
or
p
-
v
a
lue less th
an
0
.
05
(0.000
<0
.0
5).
There
i
s
a rel
a
t
i
onbet
w
ee
n
C
u
st
om
er Sat
i
s
fact
i
o
n
wi
t
h
C
u
st
om
er Loy
a
l
t
y
i
n
am
oun
t
at
0.3
9
6
.
i
t
mean
s th
at C
u
sto
m
er Satisfactio
n
p
o
sitiv
e
an
d sign
ifican
tly effect
d
i
rectly o
n
C
u
sto
m
er Lo
yalty in
KFC fast
food
restauran
t
.
Th
is is p
r
ov
en
b
y
th
e v
a
lu
e o
f
t-test
(critical ratio
) is g
r
eater th
an
t-tab
l
e (2
,57
6
>
1
.
9
8
) and
th
e pro
b
a
b
ility v
a
lu
e is sm
alle
r th
an
0
.
05
(0
.01
5
>
0.05).
3.
2.
AN
AL
Y
S
IS
3.2.1.
How T
o
tal Quality Ser
v
ice
E
ffects Tow
a
r
d
Customer
Satis
f
ac
tion?
Th
is research
foun
d
th
at to
tal q
u
a
lity serv
i
ce sig
n
i
fican
tly effect to
ward
Cu
st
o
m
er Satisfactio
n
in
KFC
fast f
o
o
d
restau
rant R
u
ng
k
u
t S
u
ra
bay
a
.
T
h
e fi
ndi
ng
s
o
f
th
is
research
inform
th
at TQS
v
a
riab
le facto
r
s
h
a
v
e
po
sitiv
e i
m
p
act to
Cu
sto
m
er Satisfacti
o
n, wh
ic
h th
e
TQS-fo
rm
in
g
facto
r
s are: Commi
t
m
en
t Res
p
on
se,
Product Im
provem
ent, Proce
ss im
provem
e
n
,
Hum
a
n Re
source E
x
cellent, Custom
er Orientation Res
p
onse
,
and
Ec
on
om
i
c
s A
dva
nt
age
.
The m
o
st
dom
i
n
ant
co
nt
ri
b
u
t
i
on i
n
sha
p
i
n
g
t
h
e TQS
wa
s an indicator tha
t
is Process Improvem
ent:
Th
e
restauran
t
h
a
s a goo
d
o
r
der system
, h
a
s
a qu
ick pr
ocess
to
fu
lfill
th
e o
r
d
e
rs.
Em
p
l
oyees
are o
f
ten
ask
e
d
to
exp
l
ain
th
e p
r
o
d
u
c
ts to
cu
sto
m
ers.
Th
e
main
facto
r
s t
h
at affect th
e
su
ccess
o
r
failu
re
o
f
t
h
e qu
ality o
f
servi
ce i
s
Pr
oc
ess Im
provem
e
nt
.
P
r
ocess Im
pr
o
v
em
ent
wi
th d
o
m
i
nant
di
m
e
nsi
on i
n
fo
r
m
i
ng t
h
e vari
a
b
l
e
t
o
t
a
l
q
u
a
lity serv
ice, th
en
t
h
e restau
ran
t
sh
ou
ld
be m
o
re seriou
s to
im
p
r
ov
e
p
r
o
cess im
p
r
ov
emen
t in
co
njun
ctio
n
with
TQS.
In
p
r
i
n
cip
l
e, t
h
e qu
ality o
f
serv
ices
fo
cu
sed
on
add
r
essi
ng
th
e
n
e
ed
s and
d
e
sires
o
f
cu
sto
m
ers, as
well as to
offs
et the
delivery
accuracy a
n
d
exceed the
ne
e
d
s, wa
nts a
n
d
expectations
of c
u
stom
ers [2].
The
resu
lts
o
f
th
e
research
Tatik Suryan
i et al
., (20
01),
also foun
d th
at serv
ice
qu
ality v
a
riab
les are
jo
in
tly
sig
n
i
fican
t
effect o
n
th
e
p
e
rform
a
n
ce o
f
HR
, Cu
sto
m
er
Satisfactio
n, qu
ality o
f
serv
ice and
relativ
e fi
n
a
n
c
ia
l
per
f
o
r
m
a
nce of
ba
nki
ng
[
2
]
.
3.2.2.
How T
o
tal Quality Ser
v
ice
Effects Tow
a
r
d
Customer L
o
yalty?
Thi
s
resea
r
c
h
fo
u
nd t
h
at
T
Q
S si
gni
fi
ca
nt
l
y
eff
ect to
ward
cu
sto
m
er lo
yalty in
KFC fast food
restauran
t
Rung
ku
t Surab
a
ya.
Th
e fi
n
d
i
n
g
s o
f
th
is research
in
fo
rm
th
at
TQS variab
le
facto
r
s h
a
v
e
po
sitiv
e
im
pact to cust
omer loyalty.
The sam
e
rese
arch
findings a
l
so
ind
i
cated
by Tj
ah
jon
o
(2
00
9); Tatik
Suryan
i, et al.,
(20
02) wh
ich
states th
at service q
u
a
lity facto
r
s, wh
ich
p
r
ed
o
m
in
an
tly
affects Cu
sto
m
er Satisfactio
n
is
th
e reliab
ility facto
r
[2
],[10
]
.
Salehu
d
i
n
con
d
u
c
t research
o
n
th
e effects o
f
service q
u
a
lity o
n
satisfactio
n
and
lo
yalty o
f
stu
d
e
n
t
s,
wh
ich
states th
at th
e fiv
e
d
i
men
s
ion
s
of serv
ice q
u
a
lity si
g
n
i
fican
tly effect stu
d
e
n
t
satisfactio
n
and
loyalty,
Evaluation Warning : The document was created with Spire.PDF for Python.
I
J
ERE
I
S
SN
:
225
2-8
8
2
2
Ana
l
ysis o
f
C
o
stu
m
er Lo
ya
lty Th
rou
g
h
To
t
a
l
Qu
a
lity S
e
rvice, Cu
st
o
m
er .... (Feliks An
gg
i
a
Bi
n
s
ar K.P.)
14
9
and t
h
e
dom
inant factor is the factor
respo
s
iv
en
ess.
Th
is i
n
d
i
cates th
at th
e TQS t
o
6 d
i
men
s
ion
s
g
r
eatly affect
the custom
er,
whic
h in turn c
a
n e
ffect
t
h
e C
u
stom
er Loyalty restaurant.
3.
2.
3.
How
Cus
t
ome
r
Relationship Manage
ment
Effects Tow
a
r
d
Customer
Satis
f
ac
tion?
Th
is r
e
sear
ch
fo
und
th
at CR
M sig
n
i
f
i
can
tly ef
f
ect tow
a
rd
Cu
st
o
m
er
Satisf
actio
n
in
KFC f
a
st food
rest
au
rant
R
u
n
g
k
u
t
S
u
ra
bay
a
.
T
h
e fi
ndi
ngs
of
t
h
i
s
re
sear
ch i
n
fo
rm
t
h
at
t
h
e va
ri
abl
e
f
act
ors
of
C
R
M
has
p
o
s
itiv
e im
p
act to
Custo
m
er Satisfactio
n,
wh
ich CRM-f
o
r
min
g
fact
o
r
s are: p
e
op
le,
p
r
ocesses /
p
r
o
c
ed
ures,
an
d techn
o
l
og
y.
The m
o
st
d
o
m
i
nant
c
o
nt
ri
b
u
t
i
on i
n
t
h
e
fo
r
m
of C
R
M
t
echn
o
l
o
gy
i
s
a
n
i
ndi
cat
o
r
t
h
at
i
s
:
rest
au
ra
nt
p
r
ov
id
es i
n
ternet site to
sub
m
it cu
sto
m
er com
p
la
in
ts
or
s
u
gge
st
i
ons
,
rest
aura
nt
acc
om
odat
e
i
n
t
e
r
n
et
si
t
e
fo
r
onl
i
n
e
or
de
ri
n
g
, t
h
e
rest
au
ra
nt
pr
o
v
i
d
es a
n
easy
ph
one
num
ber to be contacted.
The
m
a
in factors that
affect
the succes
s or
failure
of CR
M is technol
ogy.
W
i
t
h
th
e
dom
i
nant dim
e
n
s
ion
of CRM
t
echnology in
form
ing
v
a
r
i
ab
le, th
en
th
e r
e
stau
r
a
n
t
sh
ou
l
d
be m
o
r
e
ser
i
ou
s t
o
i
m
p
r
o
v
e
tech
nolo
g
y
-b
ased
serv
ices in conj
un
ction
with
CRM.
CR
M is a way to
main
tain
an
d
create Cu
sto
m
er Lo
yalty.
CRM is essen
tially a co
llabo
ration with
any c
u
stom
er who is
able
to
create a
state t
h
at is
no
t d
e
t
r
imen
tal to
eith
er
p
a
rty
(wi
n
win
situ
ation
)
.
Si
m
i
lar
resul
t
s
we
re al
so sh
ow
n by
st
udi
es
W
e
t
s
c
h
,
Ly
l
e
R (20
0
6
)
whi
c
h st
at
es t
h
at
by
usi
ng t
h
e
t
h
eory
of
just
i
ce t
o
i
nvest
i
g
at
e t
h
e
pot
ent
i
a
l
im
pact
s t
h
at
coul
d be ca
used
b
y
t
h
e i
nvol
ve
m
e
nt
of t
h
e c
u
st
om
er i
n
t
h
e C
R
M
im
pl
em
ent
a
t
i
o
n t
o
t
r
ust
,
C
u
st
om
er Sat
i
s
fact
ion a
n
d C
u
st
o
m
er Loy
a
l
t
y
[15]
.
Fel
i
k
s a
n
d
Pan
j
ai
t
a
n (
2
01
2) al
s
o
in
fo
rm
s th
e ex
i
s
ten
ce
o
f
sign
ifican
t im
p
act b
e
tween
CRM
wi
th
Cu
st
o
m
er Lo
yalty [13
]
.
3.
2.
4.
How
Cus
t
ome
r
Relationship Manage
men
t
Effects Tow
a
r
d
Customer L
o
yalty?
Th
is
r
e
sear
ch
f
oun
d th
at CR
M si
gni
ficantly effect t
o
wa
rd C
u
stom
er Lo
yalty in
KFC fast
food
rest
au
rant
R
u
n
g
k
u
t
S
u
ra
bay
a
.
T
h
e fi
ndi
ngs
of
t
h
i
s
re
sear
ch i
n
fo
rm
t
h
at
t
h
e va
ri
abl
e
f
act
ors
of
C
R
M
has
p
o
s
itiv
e im
p
act to
th
e Cu
stomer Lo
yalty.
it
m
ean
s th
at
to
in
crease Customer Lo
yalty n
eed
first to
imp
l
em
en
t
CRM.
Th
ese
fin
d
i
n
g
s also
sug
g
e
st th
at th
e
b
e
tter CRM im
p
l
e
m
en
ted
by th
e co
m
p
an
y will in
crease
cu
sto
m
er
lo
yalty.
Th
is i
n
d
i
cates C
u
stomer Lo
yalty is v
e
ry
n
ece
ssary to
g
e
t attentio
n
,
b
ecau
s
e in
t
h
e en
d Custo
m
er
Loyalty affect
the co
m
p
any'
s perform
a
nce.
Th
e resu
lts o
f
th
e research
in lin
e with
th
e o
p
i
n
i
on
o
f
B
o
wen
(20
01), the i
m
p
l
e
m
en
tati
o
n
o
f
CRM
can
b
e
m
easu
r
ed
fro
m
th
e b
e
h
a
v
i
o
r
o
f
cu
stomers to
wa
rd
s t
h
e co
m
p
an
y itself, wh
ich
is wh
ere th
ey will mak
e
the purchase
a
g
ain
(re
peat
purchase
), m
o
re loyal to the
com
p
an
y (in
c
rease of lo
yalty),
h
a
s the in
ten
tio
n bo
t
h
th
e co
m
p
an
y (g
ood
will), sp
ok
e abo
u
t
th
e po
sitiv
e th
ing
s
th
e co
m
p
an
y to
o
t
h
e
rs (po
s
itive wo
rd
of m
o
u
t
h
)
and
lo
wer costs (l
ower co
sts
for t
h
e fi
rm
) [3
].
Wh
ile Joj
o
,
Dan
a
n
g
(2
011
)
showed a po
sitiv
e
an
d sign
ifican
t
effect
of C
R
M
on C
u
st
om
er Loy
a
l
t
y
, whe
r
eby
c
h
ange
s i
n
t
h
e c
o
m
p
any
'
s C
u
st
om
er Loy
a
l
t
y
i
s
di
rect
l
y
cau
sed
by
chan
ges
i
n
t
h
e
im
pl
em
ent
a
t
i
o
n
of
C
R
M
[
16]
.
3.
2.
5.
How Cus
t
ome
r
Satisfacti
on E
ffects Tow
a
r
d
Customer L
o
yalty?
This resea
r
ch
found that cust
om
er
satisfacti
o
n
si
g
n
i
fican
tly effect to
ward Cu
sto
m
er Lo
yalty
in
KFC
fast
f
o
od
re
st
aura
nt
R
u
n
g
kut
Su
ra
bay
a
.
T
h
e
fi
n
d
i
n
gs
o
f
t
h
is resea
r
ch inform
that va
ria
b
le fact
ors
Custom
er
satisfactio
n
h
a
s a po
sitiv
e imp
act to
t
h
e Custo
m
er Lo
yalty, Cu
sto
m
er Satisfactio
n
wherein
th
e d
e
termin
in
g
facto
r
s are:
Pri
ce and
Qu
ality, Con
v
e
n
i
en
ce
o
f
Acqu
isitio
n
,
and
Em
p
l
o
y
ee Exp
e
rien
ce.
In
an
era
o
f
inten
s
e bu
si
n
e
ss
co
m
p
etitio
n
,
cu
sto
m
er satisfactio
n
is th
e m
a
in
th
ing
.
Effo
rt
sho
u
l
d
b
e
m
a
de t
o
sat
i
s
fy
cust
om
er nee
d
s pr
ofi
t
a
bl
y
or
i
s
a "wi
n
-
w
i
n
situ
atio
n
"
is a st
ate wh
ere bo
th p
a
rties feel to
win
an
d th
er
e ar
e no
lo
ser
s
.
Th
er
ef
or
e it is pro
p
e
r
th
is is
do
n
e
, t
h
e cu
sto
m
er
satisf
actio
n
b
ecau
s
e th
ey ar
e a
g
ood
b
r
i
d
g
e
th
e l
o
yalty o
f
custo
m
ers, in
o
t
h
e
r wo
rd
s, a satisfied
cu
sto
m
er will lead
to
cu
sto
m
er
lo
yalty.
Alternativ
ely effort to
im
p
r
o
v
e
cu
sto
m
er lo
ya
l
t
y
,
can be
do
ne t
h
ro
u
gh i
n
c
r
ease
d
cust
om
er kepus
a
n
d
i
m
e
n
s
io
n
s
inclu
d
e
Price and
Qu
ality wh
i
c
h
refers to
the ap
pro
p
riateness of th
e
p
r
ice an
d qu
ality o
f
t
h
e
pr
o
duct
s
obt
ai
ned
by
t
h
e c
u
st
om
er whe
n
pu
rc
hasi
n
g
o
r
o
r
de
ri
n
g
a
pr
o
duct
f
r
o
m
KFC
Fast
R
u
ng
k
u
t
Su
rab
a
ya.
Conv
en
ien
ce of Acq
u
i
sition
wh
ich
refers to
th
e ease an
d
conv
en
ien
ce pro
v
i
d
e
d
b
y
th
e co
m
p
an
y to
the cust
om
er.
Em
ployees experie
n
ce re
fers
to the rela
t
i
o
n
s
hi
p
bet
w
ee
n c
u
st
om
ers an
d e
m
pl
oy
ees, esp
eci
al
l
y
i
n
t
e
rm
s of c
o
m
m
uni
cat
i
on r
e
l
a
t
e
d t
o
or
deri
ng
f
o
o
d
,
w
h
i
c
h
hel
p
s
gi
ve a
d
v
i
ce and
o
p
i
n
i
o
ns t
o
cust
om
ers w
h
o
want
t
o
or
der
f
o
o
d
.
Si
m
ilar
r
e
su
lts w
e
r
e
also
b
y
Panj
aitan
(
2011
)
;
Tj
ah
jon
o
, (2
009
), inf
o
r
m
s
th
at th
ere ar
e sig
n
i
f
i
cant
effect
o
n
st
ude
nt
sat
i
s
fact
i
on
ascol
l
e
ge co
ns
um
er t
o
ward st
ude
nt
l
o
y
a
l
t
y
[10]
,
[
1
7
]
.
T
o
i
m
prove an
d m
a
i
n
t
a
i
n
t
h
e val
u
e
of l
o
y
a
l
t
y
t
o
rem
a
in
hi
g
h
, t
h
e
n
t
h
e m
a
nagem
e
nt
of
KFC
Fast
R
u
n
g
kut
S
u
rab
a
y
a
m
u
st
consi
s
t
e
nt
l
y
main
tain
th
is satisfactio
n
sco
r
es,
b
y
im
p
l
e
m
en
tin
g
th
e b
e
st
po
ssib
le qu
ality o
f
serv
ice, and
m
a
k
e
i
m
p
r
ov
em
en
ts
an
d
inno
v
a
ti
o
n
s to
th
e ex
istence o
f
To
tal Quality
Serv
ice an
d
CRM as an
ex
og
en
ou
s
v
a
ri
ab
le,
wh
ich
en
courag
es t
h
e risi
n
g
valu
e of satisfactio
n
,
wh
ich
i
n
t
u
rn
pu
sh
es
u
p
th
e cu
sto
m
er loyalty.
Evaluation Warning : The document was created with Spire.PDF for Python.
I
S
SN
:
2
252
-88
22
I
J
ERE
Vo
l. 3
,
N
o
. 3
,
Sep
t
emb
e
r
201
4
:
1
42
–
15
1
15
0
4.
CO
NCL
USI
O
N
Based on the a
n
alysis researc
h
that has bee
n
done
before
then from
this
researc
h
can
be conclude
d
as fo
llo
ws:
1.
To
tal qu
ality serv
ice
po
sitiv
e and
si
g
n
i
ficantly effect
toward
cu
st
o
m
er satisfactio
n
,
Th
is case sh
ows t
h
at
b
y
im
p
l
e
m
en
ti
n
g
goo
d TQS,
will en
cour
ag
e in
creased
cu
st
o
m
er satisfactio
n.
2.
To
tal q
u
a
lity serv
ice po
sitiv
e an
d
sign
ifican
tly effect
to
ward
custo
m
er l
o
yalty, it
d
e
mo
n
s
t
r
ates th
at b
y
im
pl
em
ent
i
ng
go
o
d
T
Q
S
,
wi
l
l
enco
u
r
age
inc
r
eased custom
e
r
loyalty.
3.
Cu
sto
m
er relatio
n
s
h
i
p
m
a
n
a
g
e
m
e
n
t
p
o
s
itiv
e and
sig
n
i
fican
tly effect t
o
ward
cu
sto
m
er satisfactio
n
,
it
d
e
m
o
n
s
trates t
h
at b
y
im
p
l
e
m
en
tin
g goo
d C
R
M, w
ill en
cou
r
ag
e i
n
creased
cu
sto
m
er satisfactio
n.
4.
Cu
sto
m
er relatio
n
s
h
i
p
m
a
n
a
ge
m
e
n
t
p
o
s
itiv
e an
d
sign
ifi
cantly effect to
ward
lo
yalty, it d
e
m
o
n
s
trates that
b
y
im
p
l
e
m
en
ti
n
g
goo
d CRM, will en
co
urage in
creased
cu
sto
m
er lo
yalty.
5.
Cu
sto
m
er satisfactio
n po
sitive and
si
g
n
i
fican
tly effect
t
o
ward lo
yalty, th
is sugg
ests th
at
wh
en custo
m
er
satisfactio
n
fo
rmed
will en
cou
r
ag
e i
n
creased
cu
sto
m
er lo
yalty.
SUGGESTION
Related
to
th
e ro
le of th
e TQS and
CRM Cu
sto
m
er lo
yalt
y, in
d
i
rectly, throu
g
h
cu
sto
m
er satisfactio
n,
n
o
t
i
n
clud
ed
into
th
e
research
in
th
is
research, th
e
n
this
m
a
y
be a
resea
r
ch for subse
q
uent
research.
REFERE
NC
ES
[1]
C
r
o
n
i
n
J
.
J
o
s
e
p
h
,
M
i
c
h
a
e
l
K
,
B
r
a
d
y
a
n
d
G
.
T
o
m
a
s
M
.
H
u
l
t
,
2
0
0
0
.
A
s
s
e
s
i
n
g
T
h
e
Effects
of
Q
u
ality,
V
a
lue
A
nd
C
u
s
t
o
m
e
r
S
a
t
i
s
f
a
c
t
i
o
n
O
n
C
o
n
s
u
m
e
r
B
e
ha
viou
ral
In
tent
io
ns
In
Se
rv
ice
Envi
ron
m
ent
,
Jou
r
n
a
l
Of
Re
tail
in
g,
V
o
l
.
76, pp. 193-218.1
[2]
Tatik
S
u
r
y
ani
,
S
r
i Les
t
ari Kur
n
iawat
i
dan
W
i
wik Les
t
ari,
20
01. To
tal
Quali
t
y
S
e
rvi
ce
and
Its
Effe
ct
Towa
rd
Banking Busin
e
ss Performance I
n
Indonesia,
Dis
e
rtasi
, Br
awijaya University
, Malang, 2001.2
[3]
Bowen JT &
Chen SL, 2001. The Relat
i
ons
h
ip Be
tween
C
u
stomer Loy
a
li
t
y
A
nd Custom
er S
a
tiffacti
on,
Interna
t
i
ona
l Jou
r
nal O
f
Contemp
o
rary H
o
spit
al
ity
M
a
na
ge
men
t
,
V
o
l
.
1
3
No
.5
.3
[4]
Tjiptono
, Fand
y
,
2005. Princip
l
es
Of Tota
l Quality
S
e
rvice. Yog
y
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Feliks Anggia B
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