From Service to Stickiness: Peran Mediasi Kepuasan Pelanggan dan Moderasi Perbedaan Generasi
DOI:
https://doi.org/10.37385/ceej.v7i1.11540Keywords:
Service Quality, Kepuasan Customer, Loyalitas Customer, Lintas Generasi, Manajemen Property.Abstract
Penelitian ini mengkaji bagaimana Service Quality membentuk kepuasan dan loyalitas customer pada kelompok generasi yang berbeda di Gedung Spazio, Surabaya Barat. Studi-studi sebelumnya umumnya membuktikan keterkaitan antara mutu pelayanan dan loyalitas pelanggan, namun kajian tersebut masih terkonsentrasi pada sektor jasa secara luas dan belum banyak menyentuh konteks gedung perkantoran di Indonesia secara spesifik. Di samping itu, karakteristik generasional — mencakup Baby Boomer, Generasi Milenial, hingga Generasi Z — diduga turut membentuk persepsi customer terhadap dimensi-dimensi Service Quality seperti keandalan, daya tanggap, dan jaminan layanan. Bertumpu pada Expectation–Confirmation Theory (ECT) yang dipadukan dengan kerangka SERVQUAL dan perceived value, penelitian ini menerapkan desain survei kuantitatif untuk menelusuri pengaruh langsung, peran mediasi, serta efek moderasi di antara variabel Service Quality, Customer Satisfaction, Customer Loyalty, dan Generational Differences. Sebanyak 120 customer aktif Gedung Spazio yang merepresentasikan berbagai kelompok generasi dilibatkan sebagai responden. Temuan penelitian ini diharapkan memperkaya penerapan ECT melalui penambahan dimensi generasional dalam kajian Service Quality, sekaligus menawarkan implikasi praktis bagi pengelola properti dalam upaya memperkuat loyalitas customer.
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