BENARKAH KARYAWAN YANG PUAS AKAN BERIMPAK PADA KEPUASAN PELANGGAN?

Cynthia Ayu Manggarani

Abstract


Kepuasan karyawan dewasa ini mulai menjadi perhatian bagi berbagai perusahaan. Beberapa temuan berhasil membuktikan bahwa kepuasan karyawan memiliki pengaruh secara langsung pada kepuasan pelanggan. Sebaliknya, beberapa ahli berpendapat bahwa karyawan yang puas tidak ada hubungannya dengan kepuasan pelanggan. Di sisi lain, ada juga yang berpendapat bahwa kepuasan karyawan mungkin saja berpengaruh pada kepuasan pelanggan namun tidak bisa secara langsung. Oleh karena itu, selain menguji hubungan antara kepuasan karyawan dan kepuasan pelanggan secara langsung, penelitian ini juga menguji peran mediasi variabel yang berpotensi menjadi perantara hubungan kedua variabel kepuasan tersebut. Literatur terdahulu menunjukkan bahwa karyawan yang puas akan menciptakan pengalaman jasa yang baik bagi pelanggan (excellent customer experience). Pengalaman jasa bagi pelanggan ini lebih lanjut akan berpengaruh pada kepuasan pelanggan. Berdasarkan hal tersebut, penelitian ini juga menguji peran pemediasi variabel pengalaman jasa yang baik bagi pelanggan dalam hubungan antara kepuasan karyawan dan kepuasan pelanggan. Sejumlah 64 karyawan dan 64 pelanggan salah satu salon di Jakarta menjadi responden penelitian ini. Hasil analisis data menunjukkan bahwa seluruh hipotesis yang ada dalam penelitian ini terdukung.

 

Kata kunci: kepuasan karyawan, kepuasan pelanggan, excellent customer experience, excellent customer experince sebagai pemediasi

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References


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DOI: https://doi.org/10.24002/modus.v30i2.1703

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