Zone Of Tolerance: Moderating The Effect Of Service Quality On Satisfaction And Image And Its Effect On Customer Loyalty

Ahmadi, Slamet and Widhiastuti, Susanti (2018) Zone Of Tolerance: Moderating The Effect Of Service Quality On Satisfaction And Image And Its Effect On Customer Loyalty. Knowledge-Ridge Publishers.

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Abstract

ABSTRACT The purpose of this research is to analyze the zone of tolerance in moderating the influence of tangible and intangible, service quality to satisfaction and image, and its influence on customer loyalty. The data collection method uses a questionnaire with a sample of 409 respondents from five management departments in five private universities in the region Kopertis III Jakarta. The data are analyzed by using SEM (structural equation modeling) and multigroup analysis for moderating variables. The result shows that tangible and intangible service quality has a positive significant influence on satisfaction and image, then have a significant influence on customer loyalty. Zone of tolerance is significantly moderating the influence of tangible and intangible service quality to satisfaction. Zone of tolerance is also significantly moderate the influence of tangible service quality to the image. The result of the moderate test shows the significant differences between groups of the respondent who has a narrow zone of tolerance with a wide zone of tolerance. Based on the coefficient value, on the group of the respondent who has a narrow zone of tolerance, tangible service quality has a stronger positive significant influence to satisfaction and image compared to a group of the respondent who has a wide zone of tolerance. Group of the respondent who has a wide zone of tolerance, intangible service quality have a stronger positive significant influence on satisfaction compared to a group of the respondent who has a narrow zone of tolerance. On the other hand, ZOT is not significantly moderating the influence of intangible service quality to the image, since the moderating test shows that there is no significant difference between groups of the respondent with a narrow zone of tolerance with a wide zone of tolerance. This study contributes to the service quality theory by examining the zone of tolerance that proved as moderating variable between tangible and intangible service quality to satisfaction, and the zone of tolerance also proved as moderating variable between tangible service quality to the image. Based on the study of research, managers are recommended to consider and understand and zone of tolerance in giving service quality to increase consumer satisfaction and image. Keywords: Tangible, Intangible, Satisfaction, Image, and Zone of Tolerance

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