THE IMPACT OF TABLET BASED ORDERING SYSTEM AND OTHER SUPPORTING FACTORS TOWARDS CUSTOMER SATISFACTION. A
CASE STUDY: MUJIGAE RESTAURANT, GADING SERPONG.
By
Lady Lakopa Tarigan 13312063
BACHELOR’S DEGREE In
BUSINESS ADMINISTRATIONS – HOTEL AND TOURISM MANAGEMENT CONCENTRATION
BUSINESS ADMINISTRATION & HUMANITIES
SWISS GERMAN UNIVERSITY EduTown BSD City
Tangerang 15339 Indonesia
August 2016
Revision after Thesis Defense on July 28th, 2016
STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Lady Lakopa Tarigan
____________________________________________
Student Date
Approved by:
Munawaroh, SE, MM.
____________________________________________
Thesis Advisor Date
Eric Jos Nasution, MBA, MA, Ph.D
____________________________________________
Dean Date
ABSTRACT
The Impact of Tablet based ordering system and Other Supporting Factors towards Customer Satisfaction. Case Study: Mujigae Restaurant, Gading Serpong
By
Lady Lakopa Tarigan Munawaroh, SE, MM, Advisor
SWISS GERMAN UNIVERSITY
This thesis aims to concentrate on the impact of tablet based ordering system as an innovative technology in restaurants and other supporting factors through customer experience, particularly in Mujigae Restaurant, Indonesia. The next section will critically review literature findings in order to provide in-depth overview of customer satisfaction, which can be achieved through the development of tablet based ordering system and customer experience. Then, to support the literature findings, a primary research was conducted through survey from April 12th 2015 to April 22nd 2015, whereas the author collected 100 responses from customer of Mujigae Restaurant.
Afterward, the data collected will be analyzed with mean and standard deviation through Microsoft Excel as well as simple regression analysis in SPSS to produce relevant findings and compare the result with literature finding. At last, some recommendations and limitations is listed for future restaurateurs and future researchers concerning customer satisfaction.
Keywords: Tablet based ordering system, Customer Experience and Customer Satisfaction
Copyright 2016 By Lady Lakopa Tarigan
All right reserved
DEDICATION
I dedicate this thesis to my family for nursing me with affection and love and their dedicated partnership for success in my life. Last but not least to my advisor, Mrs.
Munawaroh, who has been a constant source of knowledge and inspiration.
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AKNOWLEDGEMENT
The success of this dissertation demands a lot of efforts and hard work. However, this would not be possible without the generous help and guidance from all individuals around me. I am extremely fortunate and personally thank each of them, which have supported from the beginning until the end of this dissertation process.
First, praise to Allah, the Almighty, on whom ultimately we depend for sustenance and guidance.
Secondly, I would like to address my sincere gratitude to Mrs. Munawaroh, as my thesis supervisors. I respectfully thank for all her generous guidance and assistance by giving timely suggestions throughout the process and also her continuous supervision and valuable suggestions for improvements.
Most importantly, my deepest gratuity to my family especially my parents: Mr.
Natsir Tarigan and Mrs. Rinayani Sitepu for constant support and encouragement.
My joy knows no bounds in expressing my cordial gratitude to my best friend Ivana Tania and my entire fellow friends. Their keen interest and encouragement were a great help throughout the process of this research.
I humbly extend my thanks to all concerned persons who co-operated with me in this regards.
TABLE OF CONTENT
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 5
AKNOWLEDGEMENT ... 6
TABLE OF CONTENT ... 7
LIST OF FIGURE ... 11
LIST OF TABLE ... 12
CHAPTER 1 - INTRODUCTION ... 13
1.1 Background ... 13
1.2 Research Problem ... 16
1.3 Research Objectives ... 17
1.4 Research Question ... 17
1.5 Significance of Study ... 17
1.6 Research Scope and Limitation ... 17
1.7 Thesis Structure ... 18
CHAPTER 2 - LITERATURE REVIEW ... 19
2.1 Framework of Thinking ... 19
2.2 Food Service Industry ... 20
2.3 Restaurant and Technology ... 24
2.3.1 Technology Acceptance Model (TAM) ... 26
2.4 Tablet Based Ordering System ... 27
2.4.1 Advantages of Tablet based ordering system ... 28
2.4.2 Disadvantages of Tablet Based Ordering System ... 29
2.5 Customer Experience ... 30
2.5.1 Social Environment ... 31
2.5.2 Service Interface ... 31
2.5.3 Retail Atmosphere ... 31
2.5.4 The Assortment ... 32
2.5.5 Price ... 32
2.6 Customer Satisfaction ... 32
2.6.1 American Satisfaction Index (ASCI) ... 33
2.6.2 Kano Model of Quality ... 34
2.6.3 Customer Loyalty and Commitment ... 35
2.8 Research Model ... 39
2.9 Hypothesis ... 40
2.10 Previous Research ... 40
CHAPTER 3 – RESEARCH METHODS ... 46
3.1 Research Process ... 46
3.1 Type of Study ... 47
3.2 Type of Data Sources ... 47
3.3.1 Secondary Data ... 47
3.3.2 Primary Data ... 48
3.4 Population and Sample ... 49
3.4.1 Population ... 49
3.4.2 Sample Size ... 50
3.5 Research Instrument ... 51
3.6 Operational Variables and Question Design ... 51
3.7 Research Questions and Hypothesis ... 53
3.7.1 Research Questions ... 53
3.7.2 Hypothesis ... 53
3.8 Research Ethics ... 54
3.9 Data Testing ... 54
3.9.1 Pre-Testing ... 54
3.9.2 Post-Testing ... 55
3.10 Reliability and Validity ... 55
3.10.1 Reliability ... 55
3.10.2 Validity ... 56
3.11 Data Analysis ... 56
3.11.1 Normality Test ... 57
3.11.2 Multicollinearity Test ... 58
3.11.3 Heteroscedasticity Test ... 58
4.1 Mujigae Restaurant ... 60
4.1.1 Service Sequence ... 61
4.1.2 Entertainment Service ... 62
4.2 Respondent Profile ... 62
4.2.1 Gender ... 63
4.2.2 Age ... 63
4.2.3 Last Education Level ... 64
4.2.4 Current Employment Status ... 64
4.3 Validity and Reliability ... 65
4.3.1 Tablet Based Ordering System Validity (Pre-Testing) ... 65
4.3.2 Other Supporting Factors Validity (Pre-Testing) ... 66
4.3.3 Customer Satisfaction Validity (Pre-Testing) ... 68
4.3.4 Tablet based ordering system Reliability (Pre-Testing) ... 68
4.3.5 Other Supporting Factors Reliability (Pre-Testing) ... 69
4.3.6 Customer Satisfaction Reliability (Pre-Testing) ... 69
4.3.7 Tablet Based Ordering System Validity (Post-Testing) ... 70
4.3.8 Other Supporting Factors Validity (Post-Testing) ... 71
4.3.9 Customer Satisfaction Validity (Post-Testing) ... 72
4.3.10 Tablet Based Ordering System Reliability (Post-Testing) ... 73
4.3.11 Other Supporting Factors Reliability (Post-Testing) ... 74
4.3.12 Customer Satisfaction Reliability (Post-Testing) ... 74
4.4 Descriptive Statistics ... 75
4.5 Data Analysis ... 75
4.5.1 Classical Assumption Test ... 75
4.5.2 Descriptive Analysis ... 79
4.6 Hypotheses Testing ... 86
4.6.1 Hypothesis Testing 1 ... 87
4.6.2 Hypothesis Testing 2 ... 89
4.7 Hypothesis Analysis ... 92
4.7.1 Discussion of Hypothesis Analysis ... 93
CHAPTER 5 - CONCLUSIONS AND RECOMMENDATIONS ... 95
5.1 Conclusions ... 95
5.2 Recommendations ... 97
GLOSSARY ... 100
ABBREVIATIONS ... 102
REFERENCES ... 103
APPENDICES ... 114
APPENDIX A – Questionnaire Form ... 115
APPENDIX B – Questionnaire’s Response ... 121
APPENDIX C – Mujigae Restaurant ... 127
APPENDIX C – Raw Data ... 131
APPENDIX D – Critical Value of r for the Pearson Correlation Coefficient ... 138
CURRICULUM VITAE ... 140
