The Impact of Assurance and Reliability toward Customer Satisfaction. Case Study: Eaton Bakery & Restaurant, Taman Anggrek Mall
The purpose of this study is to identify the impact of Assurance and Reliability toward Customer Satisfaction to Eaton Bakery & Restaurant, Taman Anggrek Mall. the study was conducted using two out of five SERVQUAL dimensions. the two dimensions that were chosen are Reliability and Assurance based on Parasuraman et. al. Theory. the method used in this analysis is quantitative, with a set of questionnaire and distributed to 100 respondents. the data gathered is analyzed then using SPSS and AMOS which result that Assurance has weak relationship and significant impact toward Customer Satisfaction. Whereas Reliability has a very weak relationship and significant impact toward Customer Satisfaction. Satisfied customers will repeat purchase, recommend the product and service to others and say good things about the restaurant.
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