Detail Inovasi Perguruan Tinggi


Tema: MANAJEMEN PEMASARAN
Judul: PE NGARUH THE FLOWER OF SERVICE DAN PHYSICAL EVIDENCE TERHADAP LOYALITAS KONSUMEN PADA STARBUCKS COFFEE
Perguruan Tinggi: Sekolah Tinggi Ilmu Ekonomi Kesatuan
Jenis/sdm: dosen/0417026502

Tahun: 2017

Th
e concept of Flower of Service was first introduced by Christopher Lovelock,
a British service marketing expert. According to this concept, value is constructed by
core products and supplementary services. There are two identified supplementary
service, fi
rst is a supplementary service that acts as deliverer of service or aid in the
usage of core products. And second is a supplementary service that strengthens and
adds value to the customers. Mean while, physical evidence is recognized as one of the
many fa
ctors that influence the customers to buy or use the offered services, and
customers’ loyalty is a chance for the buyers to become a loyal customers and /or
clients.
This research is aimed to (1) find out about the influence of flower of service on
custom
ers’ loyalty, (2) to examine the influence of physical evidence on customer
loyalty, and (3) to find out the influence of flower of service and physical evidence on
customer loyalty.
The research show that the multiple linear regression equation
Y=3,786+0
,482
X
1
+0,348 X
2
which means that if
flower of service
is represented with
1
then the level of
customers’ loyalty will increase for an amount of
0,482
and if
physical evidence
is
1
then the level of customers’ loyalty will increase for an amount of
0,348.
The result of
coefficient correlation analysis show that r =
0,642
which means that there is a
significant relationships between
flower of service
and
physical evidence
on customers’
loyalty. The analysis for the coefficient determination proves that
flow
er of service
contributes
41,2%
in creating customers’ loyalty and the rest of
58,8%
was determined

by other factors