THE EFFECT OF SERVICE QUALITY IN ENHANCING CONSUMER SATISFACTION

Service quality is an important factor that could influence many aspects that lead to customer satisfaction, indicators included in service quality such as reliability, responsiveness, and empathy, have strong connection toward its player, which is the human resources. These make the service quality success depends on the quality of human resources. The purpose of this paper is to explore how service quality contributes toward customer satisfaction, and how it enhances customer satisfaction. The result of this paper indicates that service quality have positive and significant influence toward customer satisfaction, the real life scenario explain that the better the service customer received, the more satisfy they are, the explanation for this located in the definition of customer satisfaction, satisfaction indicates the gap between the expectation and they service they received, therefore from this point, it explain that the better the service, the higher the customer satisfaction. In order to achieve this, company must have good selection model in the recruitment process, recalling that, service quality determined by the quality of human resources.