PERAN CITRA INSTANSI SEBAGAI PEMODERASI PADA PENGARUH KUALITAS PELAYANAN DAN NILAI PELANGGAN TERHADAP KEPUASAN PUBLIK DALAM PENGURUSAN PERIZINAN
Abstract
The purpose of this research was to inversigate the moderating effect of corporate image on the relationship between service quality, customer value and publik satisfaction at Office of Capital Investment and Integrated Service Kerinci Regency. The research population was all people who have been receiving servives at Office of Capital Investment and Integrated Service Kerinci Regency. This research performed proportional cluster random sampling to get the samples. In order to test hypotheses, this study conducted moderated regression analyses (MRA). The results of analysis found that a) Service quality positively and significantly influenced public satisfaction. b) Customer value positively and significantly influenced public satisfaction. d) Corporate image positively and significantly influenced public satisfaction. e) Corporate image was found as moderating variable and stengthened the relationship between service quality, customer value and public satisfaction. The findings of this research recommended that in order to increase the degree of public satisfaction future, it is needed to enhancing service quality and customer value, as well as corporate image.
Keywords: Service Quality, Customer Value, Corporate Image and Satisfaction
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