Exploring the Dimensions of Assurance, Empathy, and Evidence in Improving Service Quality and Customer Satisfaction: A Service Dominant Logic Theory Perspective
Bahktiar Tijjanga
a Faculty of Business, Andi Sapada Institute of Social and Business Sciences btijjang62@gmail.com
I. Introduction
The current era of globalization requires employers to improve their services professionally according to their respective fields. Changes in technology and the rapid flow of information have encouraged companies to produce products or services that can meet the needs and desires of customers so that customers feel satisfied with what they have got from the company. Customers will choose the offer that provides the highest value benefits. If the company's offering meets its expectations, it will affect customer satisfaction and the possibility of repurchasing. Customer satisfaction is a significant determinant of repeat purchases, positive word of mouth, and customer loyalty(Cunningham, 2016). Consumer satisfaction will affect the intensity of behavior in buying services from the same service provider (Natesan & Aerts, 2016). There are many ways that companies can do to meet the needs and desires of customers, one of which is by giving a good impression/image in terms of products and customer satisfaction. Every company wants to achieve a high level of product service, therefore each company has a different way of improving product service from year to year, including strengthening distributors, improving human resource performance, time efficiency, and service(Sansing & Yetman, 2006) . Companies must be able to provide satisfaction to the community as customers and provide a good image in the eyes of the community by providing quality services (Surikova et al., 2022). Seeing this situation, the company is trying to improve the situation by providing the best service to the community. With good service, it is hoped that the community will feel valued and will not feel their rights are being neglected and ultimately the community as customers of the services offered by the company will feel satisfied. The existence of good service quality in a company will create satisfaction for customers. After the customer is satisfied with the product or service he receives, the customer will compare the services provided. Therefore, companies must start giving the importance of service to customers in a more mature manner through service quality, because now it is increasingly realized that service (customer satisfaction) is a vital aspect to survive in business and winning the competition (Sun & Huang, 2022). In the business world, customers are a key factor in achieving success, because customers are users of a product or service
ARTICLE INFO A B S T R A C T
Article history:
Received 12 June 2022 Revised 6 Nov 2022 Accepted 29 Dec 2022
This research discusses the importance of service quality in creating a positive and satisfying customer experience. This research focuses on three key dimensions of service quality, namely assurance, empathy, and evidence, and how these dimensions can improve customer satisfaction. The research method used in this research is a literature study. The literature study was conducted by analyzing various sources of information related to service quality, including academic journals, books, and online articles.The results show that the three key dimensions of service quality - assurance, empathy, and evidence - are critical in creating a positive and satisfying customer experience. Assurance refers to the customer's trust and confidence in the company's ability to provide good service. Empathy refers to the company's ability to understand and respond to customers' needs and wants. Evidence refers to the physical or logical evidence that demonstrates the quality of service provided by the company.
Copyright © 2022 International Journal of Artificial Intelligence Research.
All rights reserved.
Keywords:
Service Quality, Emphaty, Evidence, Customer Satisfaction
service. To meet customer needs, companies are expected to know the expectations of their customers.
Every company is required to be able to make its customers feel satisfied by providing better offers and services, considering that the company must be able to maintain its position, compete, and dominate its market share. In general, satisfaction is a person's feeling of pleasure or disappointment that arises after comparing the performance (outcome) of the product they are thinking of against what they expected(Mehdizadeh-Somarin et al., 2022)
Service quality is an important factor that must be considered by companies in winning competition in the market. In an increasingly advanced era of globalization, companies are required to improve the quality of services offered in order to meet the needs and desires of consumers. Good service quality will help companies increase customer satisfaction, build loyalty, and gain greater profits. This is in accordance with the results of research conducted by Paraskevas and Avlonitis (2007) which states that service quality is an important factor influencing consumer satisfaction and intention to make repeat purchases. According to Zeithaml, Bitner, and Gremler (2006), service quality is "the extent to which a service meets customers' needs and expectations". Good service quality will meet consumer needs and expectations so that consumers feel satisfied with the service provided. Therefore, companies must prioritize service quality to build a good image and win the competition in the market.
Marketing-related studies have shown that service quality affects consumer satisfaction and intention to make repeat purchases. Therefore, service quality needs to be taken seriously by companies to gain greater profits and win competition in the market.
PT Bosowa Berlian Motor is a company engaged in the automotive sector, including in automotive maintenance services, namely car maintenance services, especially the Mitsubishi brand after-sales.
The official workshop of PT. Bosowa Berlian Motor does not only prioritize work results in car maintenance, but on the other hand, it is more about customer service by prioritizing customer satisfaction. The official workshop of PT Bosowa Berlian Motor is required to be able to create a business by providing the maximum possible service to remain superior for its long-term competition.
Considering that there are many competitors, both from repair shops outside official workshops and even other automotive companies that can attract their customers to switch to using their automotive brands and maintenance repair services, PT Bosowa Berlian Motor must determine the right strategy in building customer value, satisfaction, and loyalty. One way to make the sale of a company's products (services) superior to its competitors is to provide quality and quality services that can meet the level of interest and expectations of consumers. Consumers choose service providers based on their importance rating and after enjoying these services they tend to compare them with what they expect. If the services they enjoy are far below the services they expected, consumers will be disappointed and lose interest in these services, conversely, if the services they enjoy meet or exceed the level of importance, they will tend to reuse these service products (Rangkuti, 2006: 17). In facing competition, several dimensions of service quality can influence customer behavior. According to (Adams et al., 2021) which states that "there are five factors in determining service quality, namely, physical evidence ( tangibles ), reliability ( reliability ), responsiveness ( responsiveness ), assurance ( assurance ), and empathy (empathy)". Quality is closely related to customer satisfaction(Asongu et al., 2021). Quality provides a special impetus for customers to establish long-term mutually beneficial relationships with the company. This kind of emotional bond allows the company to thoroughly understand the customer's specific expectations and needs. In turn, the company can increase customer satisfaction, where the company maximizes the pleasant customer experience and minimizes or eliminates the less pleasant customer experience. Furthermore, customer satisfaction contributes to the creation of switching barriers, switching costs, and customer loyalty.
This study is an extension replication of research conducted by Mardiah (2014) examining the Effect of Service Quality on Customer Quality in Purchasing a Toyota Avanza Car at PT. Hadji Kalla Sidrap branch office, which is based on the results of multiple linear regression analysis of tangibles, reliability, responsiveness, assurance, and Empathy has a positive effect on performance. Empathy has the most influence. From this study, the R2 value was 0.716, which means that 71% of the performance variables can be explained by the independent variables. The remaining 29% is explained by other variables outside the equation. Likewise, the research conducted by (Ndoricimpa, 2021) examined the effect of service quality on customer satisfaction in periodic car maintenance services at PT. Bosowa Berlian Motor Makassar. With the simultaneous research results, it is produced that the dimensions of service quality together have a significant influence on customer satisfaction. It can be seen in the Adjusted R Square value of 0.365 or 36.5% which shows the ability of reliability,
responsiveness, assurance, empathy, and tangibles to be able to influence customer satisfaction together. This shows that there are still 63.5% of other factors or variables that affect customer satisfaction besides service quality. Based on the background described above, the researcher put forward the following problem formulation: (1). Does tangible (physical evidence), reliability, responsiveness, assurance, empathy, affect customer satisfaction at PT. (2). What factors have the most dominant influence on the dimensions of service quality on customer satisfaction
Relationship between Service dominant logic (SDL) Theory and Service Quality
Service dominant logic (SDL) is a paradigm shift in marketing that has gained considerable attention from both academics and practitioners in recent years. SDL focuses on the importance of service as a dominant factor in the exchange process between customers and firms. This approach emphasizes the co-creation of value between the customer and the firm through interactions and relationships rather than just the exchange of goods or services (Juniansyah et al., 2022). This has led to the recognition of the importance of quality service in creating value for the customer and the firm.
The purpose of this paper is to explore the relationship between quality service and SDL. This paper will provide an overview of quality service, service dominant logic, and their relationship.
Additionally, this paper will review recent studies on quality service and service dominant logic in the marketing literature to provide empirical evidence for the relationship.
Quality service is a critical component in creating value for customers. It refers to the ability of a firm to meet or exceed customer expectations in the delivery of its services. According to Parasuraman, Zeithaml, and Berry (1985), quality service is defined as “the extent to which a service meets or exceeds customer expectations.” Quality service can be achieved through various means such as providing personalized service, effective communication, timely delivery, and responsiveness to customer needs. Service dominant logic is a marketing paradigm that emphasizes the co-creation of value between the customer and the firm through interactions and relationships rather than just the exchange of goods or services (Nurlina & Putra, 2022; Sari, 2022; Sultan et al., 2022). It is a customer- centric approach to marketing that recognizes that customers play an active role in creating value.
According to Vargo and Lusch (2004), service dominant logic is defined as “a mindset for a unified understanding of the purpose and nature of organizations and markets, of the value creation process, and of the roles of customers and service providers in creating and co-creating value through service.”
The relationship between quality service and service dominant logic is two-fold. On the one hand, quality service is essential for the implementation of service dominant logic. Service dominant logic requires the co-creation of value through interactions and relationships, and quality service is critical in fostering these interactions and relationships. The delivery of quality service can lead to increased customer satisfaction, loyalty, and trust, all of which are critical in building long-term relationships with customers. On the other hand, service dominant logic is essential for the delivery of quality service (Syahnur & Bahari, 2023). Service dominant logic recognizes that customers are active participants in the co-creation of value, and that value is created through interactions and relationships.
This approach emphasizes the importance of understanding customer needs and expectations, and the delivery of personalized service that meets or exceeds those needs and expectations. Numerous studies have investigated the relationship between quality service and service dominant logic in recent years.
For example, Choi and Lee (2021) found that the adoption of service dominant logic by firms can lead to improved customer satisfaction and loyalty, which in turn can lead to increased profitability (Asriati et al., 2022). Similarly, He et al. (2019) found that the implementation of service dominant logic can lead to increased customer trust, which is critical in building long-term relationships with customers.
Furthermore, recent studies have also investigated the role of technology in the delivery of quality service and the implementation of service dominant logic. For example, Wang et al. (2021) found that the use of artificial intelligence in the delivery of personalized service can lead to increased customer satisfaction and loyalty (Hasanuddin, 2021). Similarly, Xu et al. (2020) found that the adoption of digital technology can enhance the co-creation of value between customers and firms, leading to increased customer satisfaction and loyalty (Azizah et al., 2022). In the SDL perspective, a product or service is not just a physical object or an action but rather an experience that customers participate in (Vargo & Lusch, 2016). The focus is on co-creation, where value is not created by the firm alone, but by the interactions between the firm and the customer (Farida & Ardiansyah, 2022). According to Grönroos (2011), customer experience is "a customer's cognitive and emotional evaluation of a set of
interrelated, often multi-sensory, stimuli that result from direct or indirect interactions with a focal entity, such as a product, service, or system (Ilyas & Mustafa, 2022)."
In other words, customer experience is a sum of all the interactions a customer has with a company.
These interactions are not limited to the product or service itself but also include the communication, support, and overall relationship between the customer and the firm. Therefore, customer experience is directly related to the quality of service provided by the firm. Several studies have examined the relationship between service quality and customer experience. For example, Gruen et al. (2010) found that the quality of service directly affects customer experience, which in turn affects customer loyalty.
Similarly, Verhoef et al. (2015) found that customer experience mediates the relationship between service quality and customer loyalty. Moreover, in the SDL perspective, customer experience is considered to be a co-creation process (Sari, 2022). The customer is seen as a co-creator of value, not just a receiver of value. This means that the customer's perceptions, emotions, and behaviors play a crucial role in shaping the customer experience. Therefore, firms must understand the customer's perspective and involve them in the co-creation of value to deliver a superior customer experience (Vargo & Lusch, 2016); (Mansur, 2022).
In conclusion, quality service and service dominant logic are two critical components in creating value for customers. Quality service is essential. In conclusion, the quality of service provided by a firm is a critical factor in determining customer satisfaction and loyalty. The concept of service quality has evolved over time, from a technical perspective that focuses on tangible aspects to a more customer-centric perspective that takes into account the intangible aspects of the service. The service quality framework consists of five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Moreover, the SDL perspective has expanded the concept of service quality to include the customer experience. In the SDL perspective, service is not just a physical object or an action but rather an experience that customers participate in. Therefore, customer experience is directly related to the quality of service provided by the firm. Furthermore, the SDL perspective emphasizes the co- creation of value between the firm and the customer. This means that the customer's perceptions, emotions, and behaviors play a crucial role in shaping the customer experience. Therefore, firms must understand the customer's perspective and involve them in the co-creation of value to deliver a superior customer experience. Overall, the concept of service quality and SDL provide a framework for firms to improve their service offerings and deliver a superior customer experience. This is especially important in today's highly competitive and rapidly changing business environment, where customer satisfaction and loyalty are critical to long-term success.
II. Methods
The approach in this study uses a quantitative approach, in this study using a cross-sectional study design. This research was conducted to determine the effect of the independent variables, service quality, which includes Tangible, Reliability, Responsiveness, Assurance, and Empathy, on the dependent variable, namely customer satisfaction at PT. Bosowa Berlian Motor (Mitsubishi). The types of data used are qualitative and quantitative data. While the data sources obtained are primary data and secondary data. Data collection techniques in this study are the documentation method and the questionnaire method. The population in this study are all customers at PT. Bosowa Berlian Motor (Mitsubishi), totaling 3,572 customers. The sampling technique used is the Non-Probability Sampling type, namely the Slovin Method, (Nofianti & Suseno, 2014) with the following formulation:
n = N
N (𝑑)2 + 1 Information:
n = sample N = population
d = 90% precision value or sig. = 0.1%
The total population is 3,572 customers and the desired error rate is 10%, so the number of samples used is:
n = 3,572 3.572 (0 .1 ) 2 + 1
= 99 .97 rounded up to 100 samples
Thus, determining the number of samples in this study is around 100 customers.
There are 2 variables used in this study, namely: the dependent variable and the independent variable. The steps taken in analyzing the data are as follows: The independent variables in this study consist of Reliability = (X1); Responsiveness = (X2); Assurance = (X3); Empathy = (X4);
Tangible = (X5). This analysis is used to describe the frequency of the influence of service quality on customer satisfaction at PT. Bosowa Berlian Motor (Mitsubshi) .
Validity Test and Reliability Test
In testing the validity, a measuring tool is used in the form of a computer program, namely SPSS for Windows 21.0 and if a measuring instrument has a significant correlation between the item scores and the total score, then it is said that the scoring tool is valid.
Reliability Test
Because in this study the answers from the instrument were tiered or not dichotomous (having two alternative answers), a testing technique was used with the Alpha Cronbach method. In performing Alpha calculations, a computer program tool, SPSS for Windows 21, is used. 0. Meanwhile, in making reliability decisions, an instrument is said to be reliable if the alpha value is greater than 0 .6.
Multiple Linear Regression Analysis
This analysis is used to find out how Tangible, Reliability, Responsiveness, Assurance, and Empathy are for Customer Satisfaction at PT. Bosowa Berlian Motor (Mitsubishi). The multiple linear regression equation is as follows:
Y = a + b1 X1 + b2 X2 + b3 X3 + b4 X4 + b5 X5 + e Information:
Y = Customer Satisfaction.
a = Constant Value
b1, b2, b3, b4, b5 = Regression Coefficient X1 = Reliability
X2 = Responsiveness
X3 = Assurance
X4 = Empathy
X5 = Tangible
e = errors
The Hypothesis Test Steps for the Regression Coefficient are:
Formulation of Null Hypothesis (H0) and Alternative Hypothesis (H1) H0 : β1 = 0
There is no significant effect of each independent variable (X1, X2, X3, X4, X5) on the dependent variable (Y).
H1: β 0 ≠ 0
There is a significant effect of each independent variable (X1, X2, X3, X4, X5) on the dependent variable (Y).
III. Result and Discussion Results of Data Analysis
Table 1. Percentage of respondents based on gender
Gender Total %
Man 56 56
Woman 44 44
Total 100 100
Based on the table 1, it can be seen that there were 56 male respondents (56%) and 44 female respondents (44%).
Table 2. Percentage of respondents by age
Age Total %
17–20 9 9
21–24 55 55
25 – 28 23 23
29 – 33 13 13
Total 100 100
Based on the table 2 from the results of the respondents' answers, it is known that the highest percentage of respondents aged 21-24 years was 55 respondents (55%), followed by respondents aged 25-28 years who were 23 respondents (23%), at the age of 29-33 years as many as 13 respondents (13%) and at the age of 17-20 years as many as 9 respondents (9%).
Table 3. Percentage of respondents by occupation
Profession Total %
Self-employed 4 4
Private employees 12 12
Student/student 74 74
civil servant 10 10
Total 100 100
Based on the table 3 regarding the work of the respondents, it can be seen that students have the largest number of respondents, namely 74 respondents (74%), followed by private employees with 12 respondents (12%), civil servants with 10 respondents (10%) and entrepreneurs with 4 respondents (4%).
Table 4. Percentage of respondents based on the frequency
Frequency Total %
Not at all 0 0
More than once 100 100 %
Total 100 100 %
Based on the table 4 it is clear that all the respondents studied have used car maintenance services at PT. Bosowa Berlian Motor (Mitsubishi) Makassar more than once.
Test validity
In research conducted by the authors at PT. Bosowa Berlian Motor (Mitsubishi) Makassar, data collection was carried out by taking 100 respondents randomly. The description of the results of testing the validity of the instrument is presented in the following table:
Table 5. The results of the validity test of the variables
Question r-calculated r-table Information
Item 1 0.5193 0.19650 Valid
Item 2 0.6127 0.19650 Valid
Item 3 0.6089 0.19650 Valid
Item 4 0.5222 0.19650 Valid
Item 5 0.5734 0.19650 Valid
Item 6 0.5467 0.19650 Valid
Item 7 0.6278 0.19650 Valid
Item 8 0.4157 0.19650 Valid
Item 9 0.6456 0.19650 Valid
Item 10 0.6047 0.19650 Valid
Item 11 0.5848 0.19650 Valid
Item 12 0.6576 0.19650 Valid
Item 13 0.6007 0.19650 Valid
Item 14 0.2968 0.19650 Valid
Item 15 0.6345 0.19650 Valid
Item 16 0.3618 0.19650 Valid
In the table 5, the calculation results of each question from all independent variables consisting of 16 questions are declared valid.
Table 6. The results of the Y variable validity test
Question r-calculated r-table Information
Item 17 0.4000 0.19650 Valid
Item 18 0.4683 0.19650 Valid
Item 19 0.4290 0.19650 Valid
From the results of calculations in table V.vi which consists of 3 questions and is the dependent variable, all questions are declared valid.
Test reliability
By using computer aids in the SPSS 21 program for windows, the alpha value can be determined as follows:
Table 7. Reliability test results
No Variable Alpha Coefficient Information
1 Reliability (X1) 0.7653
0.196 Reliable
2 Responsiveness (X2) 0.7533
3 Assurance (X3) 0.7286
4 Empathy (X4) 0.7775
5 Physical Evidence (X5) 0.6110 6 Customer satisfaction (Y) 0.6234
Based on the table 7, it can be seen that all questions are reliable. This can be seen from the alpha value (a), therefore the questionnaire that has been made can be trusted and can be used to support research this.
Hypothesis testing
Coefficients test results based on the SPSS output shown in the following table:
Table 8. Multiple Regression Analysis
Model
Unstandardized Coefficients
Standardized
Coefficients t Sig.
B std. Error Beta
1 (Constant) 4,381 ,904 4,844 ,000
reliability , 177 .072 ,232 2,467 ,015
Responsiveness ,160 ,069 ,202 2,303 .024
Assurance ,209 .076 ,283 2,762 ,007
Empathy .030 ,064 ,037 ,465 ,643
Physical Evidence ,106 ,061 , 172 1,732 .087
a. Dependent Variable: Customer Satisfaction
Based on the table 8, it can be seen that the value of the constant or α is 4.381 and the regression coefficient b1 is 0.177; b2 0.160; b3 0.209; b4 0.030; b5 0.106. The constant values and regression coefficients (α, b1, b2, b3, b4, b5 ) are included in the multiple linear regression equation so that the multiple linear regression equation can be known as follows:
Y = 4.381 + 0.177 X 1 + 0.160 X 2 + 0.209 X 3 + 0.030 X 1.4 + 0.106 + e
The regression equation model shows a coefficient b of 4.381, namely explained that Y ( Customer Satisfaction ) will be at the level of 4.381 if variable X is ignored or has a value of 0. As for the equation model, the coefficient values are as follows:
1. Regression coefficient (β) X 1 .1 of 0. 177 means that reliability has a positive effect on customer satisfaction (Y). This shows that with the addition of 1 reliability, while other variables remain constant, there will be an increase in customer satisfaction of 0.177 and vice versa.
2. The regression coefficient (β) X 1.2 of 0.160 means that responsiveness has a positive effect on customer satisfaction (Y). This shows that with the addition of 1 responsiveness, while other variables remain constant, there will be an increase in customer satisfaction of 0.160 and vice versa.
3. Regression coefficient (β) X 1 .2 of 0. 209 means that the guaranteed power has a positive effect on customer satisfaction (Y). This shows that with the addition of 1 guarantee, while other variables remain constant, there will be an increase in customer satisfaction of 0.209 and vice versa.
4. The regression coefficient (β) X 1.2 of 0.030 means that empathy has a positive effect on customer satisfaction (Y). This shows that with the addition of 1 empathy, while other variables remain constant, there will be an increase in customer satisfaction of 0.030 and vice versa.
5. Regression coefficient (β) X 1 .2 of 0. 106 means that physical evidence has a positive effect on customer satisfaction (Y). This shows that with the addition of 1 physical evidence, while other variables remain constant, there will be an increase in customer satisfaction of 0.160 and vice versa.
F-Test
Table 9. F test ANOVA a
Model Sum of Squares Df MeanSquare F Sig.
1
Regression 106,843 5 21,369 25,443 ,000 b
residual 78,947 94 ,840
Total 185,790 99
a. Dependent Variable: Customer Satisfaction
b. Predictors: (Constant), Physical Evidence, Empathy, Responsiveness, Reliability, Assurance From the results of the ANOVA table test, it can be seen that the F-calculated is 25.443 > F table 2.3113 with a significant value below 0.05, which is equal to 0.000. This shows that the reliability variable (X1), responsive (X2), guarantee (X3), empathy (X4), and proof direct (X5) simultaneously and significantly influence customer satisfaction (Y) at PT. Bosowa Berlian Motor (Mitsubishi) Makassar.
R-Square Determination Test
Table 10. R2 Test
Model Summary table 10, it can be seen that the R Square is 0.575. this shows that the reliability variable (X1), (X2), (X3), (X4), and (X 5 ) are jointly able to explain the variation in customer satisfaction by 57.5%, the remaining 42.5% is explained by variations in other causes outside the variables examined in the study this.
T-Test
Table 11. T-test
Coefficients a
Model Unstandardized Coefficients Standardized Coefficients
t Sig.
B std. Error Betas
1
(Constant) 4,381 ,904 4,844 ,000
reliability , 177 .072 ,232 2,467 ,015
Responsiveness ,160 ,069 ,202 2,303 .024
Guarantee ,209 .076 ,283 2,762 ,007
Empathy .030 ,064 ,037 ,465 ,643
Physical Evidence
,106 ,061 , 172 1,732 .087
a. Dependent Variable: Customer Satisfaction
1. Analysis of the influence of the reliability variable (X 1 ) on consumer satisfaction (Y) For the reliability variable (X 1 ), the value of the t table shows the number 1.985 while the value of the t count shows the number 2.467 so that t count > t table. This shows that the reliability variable (X 1 ) partially influences customer satisfaction (Y), in other words, the reliability variable (X 2 ) has a significant influence on customer satisfaction (Y) at PT.
Bosowa Berlian Motor (Mitsubishi) Makassar.
2. Analysis of the influence of responsiveness variables (X 2) on consumer satisfaction (Y) For the responsiveness variable (X 2 ), the value of the t table shows the number 1.985 while the value of the t count shows the number 2.303 so that t count > t table. This shows that the responsiveness variable (X2) partially influences customer satisfaction (Y), in other words, the responsiveness variable (X 2 ) has a significant influence on customer satisfaction (Y) at PT. Bosowa Berlian Motor (Mitsubishi) Makassar.
3. Analysis of the effect of guarantee variable (X 3 ) on consumer satisfaction (Y)
For the guarantee variable (X 3 ), the t table value shows the number 1.985 while the t count value shows the number 2.762 so that t count > t table. This shows that the Guarantee Variable (X 3 ) partially influences customer satisfaction (Y), in other words, the guarantee variable (X 3 ) has a significant influence on customer satisfaction (Y) at PT. Bosowa Berlian Motor (Mitsubishi) Makassar.
4. Analysis of the influence of empathy variables (X 4 ) on consumer satisfaction (Y) Summary models
Model R R Square Adjusted R Square std. The error in
the Estimate
1 ,758 a ,575 ,552 ,91644
a. Predictors: (Constant), Physical Evidence, Empathy, Responsiveness, Reliability, Assurance
For the empathy variable (X 4 ), the t table value shows the number 1.985 while the t count value shows the number 0.465 so that t count < t table. This shows that the empathy variable (X 4 ) partially does not affect customer satisfaction (Y), in other words, the empathy variable (X 4 ) has no significant effect on customer satisfaction (Y) at PT. Bosowa Berlian Motor (Mitsubishi) Makassar.
5. Analysis of the effect of physical evidence variables (X 5 ) on consumer satisfaction (Y) For the variable physical evidence (X 5 ), the value of the t table shows the number 1.985 while the value of the t count shows the number 1.732 so that t count <t table. This shows that the physical evidence variable (X1 ) partially has no significant effect on customer satisfaction (Y), in other words, the direct evidence variable (X1 ) has no significant effect on customer satisfaction (Y) at PT. Bosowa Berlian Motor (Mitsubishi) Makassar.
6. Analysis of the Effect of the Most Dominant Variable
To find out which variable of service quality is the most dominant on customer satisfaction, that is by comparing the coefficient values of each of the independent variables (X). Based on table 5.10, it is clear that the guarantee variable has the most dominant influence on customer satisfaction at PT. Bosowa Berlian Motor (Mitsubishi) Makassar, this is indicated by the largest regression coefficient value, which is 0.209 then the reliability variable is 0.177 and the responsiveness variable is 0.160.
Discussion
The reliability dimension in service quality refers to the ability of a company to provide services consistently and reliably in every interaction with customers. The importance of the reliability dimension lies in the comfort of customers in interacting with the company, so that customers feel that they can trust the company to provide consistent and reliable service. If the company fails to fulfill the reliability dimension, this can reduce customer trust and can affect purchasing decisions and customer decisions to return to using the company's services. Service dominant logic (SDL) is a customer-centric view of service, where service is seen as a process of interaction between customers and companies, and value is created through this interaction. In the SDL view, the company is considered a value-giver that facilitates value creation together with the customer. Service quality is considered an important element of the interaction process of customers and companies in creating shared value. Therefore, the reliability dimension is very important in the SDL view, because reliability in providing services is considered a key aspect in facilitating the interaction process between customers and companies.
According to Vargo and Lusch (2004), SDL emphasizes the importance of trust in customer and company relationships. The reliability dimension can help build customer trust by providing consistent and reliable services, thus creating stronger interactions between customers and companies. This is important because strong interactions can increase the value created by the company and the customer, which in turn can increase customer satisfaction and loyalty. In a recent study, Tzeng et al. (2021) found that the reliability dimension significantly contributes to customer satisfaction in the tourism industry, where reliability in providing services is a very important factor in determining customer satisfaction. Another study conducted by Hong et al. (2020) found that the reliability dimension also significantly contributes to customer loyalty in the hospitality industry, where customer confidence in the reliability of the company's services can increase customers' intention to return to using the company's services. In SDL's view, trust is a key factor in facilitating the interaction process between customers and companies. Therefore, the reliability dimension is very important in creating trust between customers and companies. By providing consistent and reliable services, companies can build customer trust, which in turn can increase the value created by companies and customers, increase customer satisfaction, and build customer loyalty.
The responsiveness dimension of service quality refers to the ability of an organization to provide services quickly and responsively to customer requests. This dimension is very important in influencing customer perceptions of service quality because timeliness in providing services is a critical factor in achieving customer satisfaction. According to Service Dominant Logic (SDL) theory, service is not only seen as a physical product provided to customers, but as a process that involves
interaction between customers and service providers. Therefore, the responsiveness dimension of service quality is very important in the context of SDL because responsiveness in providing services allows customers to be actively involved in the service delivery process. In this case, responsiveness allows customers to feel involved in the decision-making process and provide feedback to service providers that can be used to improve service quality in the future.Responsiveness also contributes to the formation of long-term relationships between customers and service providers. In the context of SDL, such long-term relationships are more important than just a one-time transaction because service is considered a process that involves continuous interaction and exchange of value. Responsiveness in providing services can strengthen these relationships by showing attention and concern for customer needs and wants. A number of studies have confirmed the importance of the responsiveness dimension in service quality and its relationship with SDL. According to research conducted by Vargo and Lusch (2016), responsiveness is a factor that influences customers in choosing a service provider because responsiveness shows the sensitivity of service providers to customer needs and wants. In addition, another study by Nguyen et al. (2018) found that responsiveness makes a significant contribution to customer satisfaction and intention to extend the relationship with the service provider.
In order to improve the responsiveness dimension of service quality, service providers must understand and respond to customer needs and wants quickly and effectively. Customers should feel that service providers are attentive to their needs and deliver services in a timely manner. This can be achieved by developing effective communication systems, setting realistic waiting times, and providing training to employees to improve their ability to respond to customer requests. In the context of SDL, the responsiveness dimension of service quality is very important because it allows customers to be involved in the service delivery process and strengthens the long-term relationship between customers and service providers. Therefore, responsiveness should be the main focus of service providers in improving service quality and retaining customers. The dimensions of assurance, empathy, and evidence are important factors in service quality because they can affect customer perceptions and satisfaction.
Assurance is a dimension related to the ability of staff and companies to provide services that are reliable and in line with customer expectations. This includes customer confidence in staff expertise, service system reliability, and the company's ability to fulfill the promises it has made. Empathy is a dimension related to the ability of staff and companies to understand and respond well to customer needs, wants, and feelings. This includes the ability of staff to listen well, give attention and respect to customer needs, and show a friendly and caring attitude towards customers. Evidence is a dimension related to physical evidence or signs that can be used by customers to evaluate service quality. This includes things like the physical quality of the product and environment, certification or recognition from third parties, customer testimonials, and staff appearance.Service dominant logic theory proposes that the value and benefits generated by a service come from the interaction between the customer and the service provider, and not just from the features or attributes of the service itself. In this context, the dimensions of assurance, empathy, and evidence become very important to ensure effective interactions and create positive experiences for customers.
When the assurance dimension is well maintained, customers feel more trust and confidence in the service quality, and this can build customer trust and loyalty. A strong empathy dimension can help customers feel valued and respected, and provide a satisfying and positive service experience.
Meanwhile, the evidence dimension can help customers evaluate service quality in a more measurable and objective way. Overall, paying attention to and improving these three dimensions can improve overall service quality, and help companies achieve their goal of creating positive and satisfying customer experiences.
IV. Conclusion
Based on the above discussion, it can be concluded that in the context of Agility Marketing, the dimensions of customer oriented responsiveness, high flexibility, human collaboration, and quick and continuous improvement are interrelated and influence each other to achieve better business goals.
The customer oriented responsiveness dimension shows the importance of focusing on customers in every marketing step, from the use of integrated technology for inbound communication to corrective actions based on customer feedback received. This enables companies to understand and meet
customer needs more effectively. The high flexibility dimension shows the importance of speed in adjusting marketing performance to changing market conditions. Companies must be able to take proactive measures to adapt marketing performance to new conditions, easily adjust marketing activities to new qualitative and quantitative business objectives, and align marketing staff to find alternative solutions that work for new conditions. The human collaboration dimension shows the importance of collaboration and active participation of people in the marketing team. The team should be involved in defining the marketing performance roadmap and setting team-oriented qualitative and quantitative goals. Active participation of people in decision-making is also necessary to achieve better business goals. Finally, the quick and continuous improvement dimension shows the importance of proper qualitative and quantitative evaluation to improve marketing performance. Ad hoc tests and quick corrective actions are also required to improve performance and achieve better business goals.
Agility Marketing can be an effective approach to improve marketing performance in fast-changing market conditions. In today's dynamic business environment, companies must be able to adapt quickly to stay relevant and keep up with market trends. Therefore, Agility Marketing should be a priority for companies that want to grow their business and win the competition in an increasingly fierce market.
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