SERVICE QUALITY AFFECTS CUSTOMER SATISFACTION PREPAID ELECTRICITY HOUSEHOLD Rafika1,*, Rosida P Adam2, Lindanur Sipatu2, Fatlina2
1Student of PSDKU Management Study Program, Tadulako University, Tojo Una-Una
2Lecturers of the Department of Management, Faculty of Economics and Business, Tadulako University
Abstract
Customer satisfaction can be affected by the quality of service. This study aims to find out and analyze the influence of service quality on customer satisfaction of prepaid electricity in Ratolindo District. This type of research is quantitative, with a focus on finding out the causal relationship with the cross sectional approach. The population of this study is prepaid electricity customers in Ratolindo District which amounted to 905 people, with a sample of 90 respondents and using accidental sampling techniques. The data collection technique uses questionnaires that have been tested for validity and reliability and analyzed using Multiple Linear Regression. The results of the study obtained the average variables of service quality consisted of: physical evidence of 3.10, empathy of 4.25, reliability of 3.88, responsiveness of 4.10 and guarantee of 3.93. Partially and simultaneously, service quality has a positive and significant effect on customer satisfaction. The adjusted R square value of 44.0% shows that customer satisfaction is influenced by service quality by 44.0%. The company can improve the quality of service by socializing the prepaid electricity program to the public.
