Analyzing the Effect of Service Quality on Customer Satisfaction at D'King Café and Guesthouse in Sidenreng Rappang

Abstract

This study aims to analyze the influence of service quality on customer satisfaction at D'King Café and Guesthouse in Sidenreng Rappang Regency. The research employs a quantitative approach with a survey method. A total of 100 respondents were selected using accidental sampling, and data were collected through questionnaires. The data were analyzed using simple linear regression with SPSS software. Service quality was measured based on five dimensions: tangible, reliability, responsiveness, assurance, and empathy. The hypothesis testing results indicate that service quality has a positive and significant effect on customer satisfaction. The findings further show that the dimensions of empathy and responsiveness contribute the most to customer satisfaction, while tangible and reliability still demonstrate weaknesses that need improvement. These results emphasize that personal attention and quick responses from employees are key factors in shaping positive customer perceptions. Although preliminary surveys revealed some dissatisfaction among customers, overall, the services provided have met customer expectations. Therefore, this study recommends continuous improvement in specific aspects of service to enhance satisfaction, loyalty, and competitiveness of D'King Café and Guesthouse in facing the increasingly competitive business environment in Sidenreng Rappang Regency.