| dc.description.abstract | This thesis deals with customer satisfaction towards service quality in field of English education. The aim of this thesis is to find out the most important factors that can helps improve the satisfaction of customer with North- America International English School- 3/2 branch( NIES-3/2 branch) service quality.
A mixture of qualitative and quantitative research has been conducted from May to August in
2012 at NIES-3/2 branch. Modifying the SERVQUAL model that consists of 4 service quality‟s dimensions named Tangibles, Reliability, Responsiveness ans Product is used as the theoretical guide for built up measurement question in questionnaire design process. Collected data from 200
answered surveys was analyzed by SPSS version 18 sofware through five tests: Descriptive Statistics tool, Reliability Statistics tool, Exploratory Factor Analysis tool, Corrlelation tool and Regression Analysis tool.
The research‟s findings indicate that NIES-3/2 branch customers have not satidfied with the quality of service at NIES-3/2 branch. In addition, there are 4 components named Tangibles, Reliability, Responsiveness and Product, have positive linear relationship with the overall customer satisfaction of customers. However, just Reliability, Responsiveness and Product can be used to predicting Customer Satisfaction.
The conclusion came up with NIES-3/2 branch should improve Reliability Aspect, Responsiveness aspect and Product to receive better perception of its quality service from
customers. | en_US |
