PERANAN CUSTOMER VALUE SEBAGAI PEMODERASI PADA PENGARUH KUALITAS PELAYANAN DAN CITRA INSTANSI TERHADAP KEPUASAN PUBLIK

Abstract

The purpose of this study is to examine the role of customer value as moderating
variable on the relationship between service quality, institution image and public
satisfaction. The study population is public customer who received land certificate
from BPN of Padang Pariaman that accounted for 972 people while the usable
samples were 272 respondents. In order to test hypotheses development, this study
performed Moderated Regression Analysis (MRA). The results of analysis found that
first, service quality and institutional image positively and significantly effected
customer satisfaction. Second, customer value was found to have positive and
significant effect on customer value. Third, customer value was not found to have
moderating effect on relationship between service quality, institution image and
public satisfaction. The findings of the study suggested that in order to enhancing
customer satisfaction, it is suggested to increase the implementation of service quality
and institutional image as well as customer value.

Keywords: Service Quality, Institutional Image, Customer Value, and Customer Satisfaction.