PENGARUH CUSTOMER EXPERIENCE QUALITY TERHADAP POSITIVE WORD OF MOUTH (WOM)

• Main Author: Rahman, Irfan Taufik (Author)
• Format: Book
• Published: 2015-07-25.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Heritage city tour yang diadakan Bandung Trails merupakan salah satu bentuk promosi wisata heritage yang ada di Kota Bandung. Peninggalan-peninggalan bangunan bersejarah pada masa kolonial menjadi daya tarik tersendiri yang ditawarkan dalam heritage city tour tersebut. Jumlah peserta heritage city tour mengalami penurunan pada tahun 2010 dan 2013. Salah satu penyebabnya adalah word of mouth yang dilakukan peserta setelah mengikuti heritage city tour tidak terlalu baik. Oleh sebab itu, Bandung Trails menggunakan customer experience quality untuk memberikan pengalaman yang unggul bagi setiap peserta. Tujuan dari penelitian ini adalah untuk memperoleh temuan mengenai penerapan customer experience quality oleh Bandung Trails terhadap peserta heritage city tour, positive WOM yang dilakukan peserta setelah mengikuti heritage city tour dan pengaruh customer experience quality terhadap positive WOM setelah mengikuti heritage city tour. Jenis penelitian yaitu deskriptif dan verifikatif dengan menggunakan cross sectional method. Responden dalam penelitian ini berjumlah 100 responden yang berasal dari peserta yang pernah mengikuti heritage city tour dengan menggunakan teknik pengambilan sampel yaitu systemic random sampling. Dalam penelitian ini, variabel bebas (X) yaitu customer experience quality yang terdiri dari helpfulness, value for time, customer recognition, problem solving, personalization, competence dan accessibility, sedangkan variabel terikat (Y) dalam penelitian ini adalah positive WOM. Teknik analisis data yang digunakan yaitu analisis jalur (path analysis) dengan menggunakan SPSS 20. Hasil dari penelitian ini menunjukan bahwa customer experience quality berada pada kategori cukup tinggi. Sub variabel yang memiliki penilaian tertinggi adalah promise fulfillment sedangkan sub variabel terendah adalah value for time. Variabel positive WOM dalam penelitian ini berada pada kategori cukup tinggi dengan nilai yang sama pada setiap indikator. Dalam uji simultan, menunjukan adanya korelasi customer experience quality dan positive WOM. Sedangkan, dalam pengujian parsial, terdapat dua sub variabel dari customer experience quality yang tidak berpengaruh terhadap positive WOM yaitu value for time dan customer recognition. Adapun saran untuk pihak Bandung Trails yaitu untuk lebih meningkatkan implementasi dari value for time dan customer recognition agar keinginan peserta melakukan positive WOM semakin tinggi. Keyword: Customer Experience Quality, Positive Word Of Mouth Irfan Taufik Rahman, 1005533, The Influence Of Customer Experience Quality To Positive Word Of Mouth (Survey Perform To Heritage City Tour Paricipants CV. Bandung Trails). Under the guidance of Dr. Vanessa Gaffar, SE., AK., MBA and Yeni Yuniawati, S.Pd.,MM. Heritage city tour held by Bandung Trails is one form of existing heritage tourism promotion in Bandung. Relics of historic buildings in colonial times became the attraction offered in the heritage city tour. The number of heritage city tour participants has decreased in 2010 and 2013. one of the causes is the word of mouth that made ​​by participants after attending a heritage city tour was not too good. Therefore, Bandung Trails using customer experience quality to provide a superior experience for each participant. The purpose of this research was to obtain the findings regarding the application of customer experience quality by Bandung Trails against participants of the heritage city tour, the attitude of the participants after following heritage city tour to do positive WOM and influence customer experience quality against the desire to make positive WOM after following heritage city tour. This type of research is descriptive and verifikatif by using cross sectional method. The respondents in this study of 100 respondents came from participants who had followed the heritage city tour by using the technique of sampling, random sampling. In this study, the independent variable are (X) the customer experience quality consisting of helpfulness, value for time, customer recognition, problem solving, personalization, accessibility and competence, while the dependent variable (Y) in this study are positive WOM. Technique of data analysis used path analysis using SPSS 20. The results of this research show that customer experience quality in categories is quite high. The Sub has the highest valuation of the variables is the promise the lowest variable fulfillment while the sub is the value for time. Variable positive WOM in this research is at a high enough categories with the same value on each indicator. In simultaneous trials, showed the existence of the correlation of customer experience quality and positive WOM. Meanwhile, in a partial test, there are two sub-variables of customer experience quality has no effect on positive WOM that is value for time and customer recognition. As for the suggestion to the Bandung Trails is to further enhance the implementation of the value for time and customer recognition so that the wishes of participants doing positive WOM is getting high. Keyword: Customer Experience Quality, Positive Word Of Mouth

Item Description

http://repository.upi.edu/20258/1/S_MPP_1005533_Title.pdf
http://repository.upi.edu/20258/2/S_MPP_1005533_Abstract%20.pdf
http://repository.upi.edu/20258/3/S_MPP_1005533_Table_of_content.pdf
http://repository.upi.edu/20258/4/S_MPP_1005533_Chapter1.pdf
http://repository.upi.edu/20258/5/S_MPP_1005533_Chapter2.pdf
http://repository.upi.edu/20258/6/S_MPP_1005533_Chapter3.pdf
http://repository.upi.edu/20258/7/S_MPP_1005533_Chapter4.pdf
http://repository.upi.edu/20258/8/S_MPP_1005533_Chapter5.pdf
http://repository.upi.edu/20258/9/S_MPP_1005533_Bibliography.pdf
http://repository.upi.edu/20258/10/S_MPP_1005533_Appendix.pdf