Kualitas Pelayanan dan Pemasaran Relasional terhadap Kepuasan Pelanggan serta Dampaknya pada Loyalitas Pelanggan pada Catering Mayo Diet Medan

Abstract

Globalization brings changes in human lifestyles. from the bad to the better, from one that doesn't prioritize health to one that prioritizes health. Health can be achieved in several ways, one of which is by monitoring one's diet and avoiding indiscriminate consumption of foods high in fat and cholesterol. Mayo Diet Medan strives to provide health food products by avoiding rice and salt for a specified period. This helps control electrolyte and water levels in the body. facilitating the breakdown of unhealthy fats and converting them into energy for daily activities. Mayo Diet Medan strives to provide facilities to make it easier for customers to obtain these health foods by providing the best services. Mayo Diet Medan is one of the health food catering services in Medan. The objective of this research is to determine the effects of physical evidence, reliability. responsiveness, assurance, empathy, and relationship marketing on customer satisfaction and their impact on customer loyalty at Mayo Diet Medan. This is a quantitative descriptive research type. This research uses a propositional sampling method to collect data from 86 respondents with a sample using the Slovin formula. The data analysis method used is path analysis using SPSS software. The research results show that, on sub-model 1, service quality consisting of reliability, responsiveness, and assurance has a positive and significant effect on customer satisfaction. Service quality in the form of empathy has a positive but insignificant effect on customer satisfaction, and for the physical evidence variable, it has a negative but insignificant effect on customer satisfaction at Mayo Diet Medan. Relationship Marketing has a positive and significant effect on Customer Satisfaction at Mayo Diet Medan. The research results conducted in sub-model II indicate that service quality variables consisting of tangibles, reliability, assurance, and empathy have a positive and significant effect on loyalty. The service quality variable in the form of responsiveness has a negative but insignificant effect on customer loyalty. Relationship marketing has a positive and significant effect on customer loyalty. And customer satisfaction has a positive and significant effect on customer loyalty. The research results conducted shows that service quality consisting of reliability, responsiveness, assurance, and empathy positively affected customer loyalty through customer satisfaction at Mayo Diet Medan. Physical evidence negatively affected customer loyalty through customer satisfaction as Mayo Diet Medan provides the best raw ingredients and has its own operational standards regarding employee appearance and neatness.