Ali, Suprihatin Kualitas Pelayana Kepuasan Konsumen dan Nilai Hedonik Sebagai Variabel Anteseden Dalam Permodelan Intensi Word Of Mouth Konsumen. Prosiding Seminar Hasil Penelitian September 2015. pp. 347-372. ISSN 978-602-0860-05-3

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Measurement of consumer shopping behavior is important to marketer. This study aims to test the influence of functional service quality on customer satisfaction and word of mouth intention which is mediated by the hedonic value in relation to hair salon industry. The survey questionarre was developed from prevous study and convenience sampling tecnique used in tis study to take respondents who had used hair salon services in Bandar Lampung. Data were analyzed using confirmatory factor analysis and structural equation model of two step approach with software SPSS and AMOS as a tools. Measurements with confirmatory analysis produce a model that is supported in theory and fulfilled validity, reliabilityn and undidimensionality criteria. The structural model modified based on theoritical support and goodness of fit index criteria. The finding shows that the service quality plays an important role in influencing satisfaction and consumer word of mouth intention directly. Functional service quality is the most important factor influencing the hedonic orientation value, satisfaction and consumer’s word of mouth intentions. Other findings are that the value hedonic not become a mediator in this study . further research need to retest the model proposed for different indutries context. In practice, hair salon managers should improve staff capability in order to maintain the functional service quality. In includes competency and capability for interpersonal communication Key word: Functional Service Quality, Hedonic Value, Consumer Satisfaction, Word of Mouth

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) > Prodi Administrasi Bisnis
Depositing User: SUPRIHATIN
Date Deposited: 25 Feb 2019 09:20
Last Modified: 25 Feb 2019 09:20

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