THE EFFECT OF SERVICE FAILURE ON CUSTOMER SATISFACTION AND WORD OF MOUTH THROUGH SERVICE RECOVERY ON COUPLE OF SHOES LAUNDRY SERVICES MEDAN
Reza Muhammad, Syafrizal Helmi Sitomorang, Sugih Arto Pujangkoro

Universitas Sumatera Utara

Abstract

This research was conducted on Couple of Shoes registered with the Department of Cooperatives and SMEs in Medan City. This study aims to analyze how service failure and word of mouth on customer satisfaction through service recovery in the laundry couple of shoes. This research is a quantitative research, the approach used is associative causality. The number of samples in this study were 105 respondents. In accordance with the formulated hypothesis, in this study statistical data analysis was measured using SmartPLS (Partial Least Square) software. Based on the tests that have been carried out, the direct effect significance test shows that the service failure variable has a positive and significant effect on customer satisfaction. Word of mouth cannot affect customer satisfaction.

Keywords: Service Failure, Word of Mouth, Service Recovery and Customer Satisfaction

Topic: Marketing Management