Analysis of Students' and Parents' Satisfaction through Service Quality at Al-Amjad Islamic School Medan

Abstract

Education is an important aspect of life. The more developed the world and the increasing population causes an increasing number of educational institutions, both formal and non-formal sectors. Parents are also increasingly selective in choosing the right education for their children. The growth of educational institutions are also affecting each of institution to planning and implementing a perfect formula in order to make them better than competitors or in other words called as competitive advantages for having satisfaction that were dreamed of customers. The purpose of this research is to find out that service quality consists of reliability, assurance, tangibles, empathy, and responsiveness are affecting to customers satisfaction in Al-Amjad Islamic School Medan where the intended consumers are parents and students. Data collection are taken using questionnaires and analyzed with multiple linear regression analysis method. Research shows that service quality with reliability, assurance, tangibles, empathy, and responsiveness variables has positive and significant effect to customer’s satisfaction. Partially, each of variable assurance and responsiveness also has positive and significant effect to customer’s satisfaction. The variables of reliability, tangibles, and empathy has positive effect to customer’s satisfaction but not significant based on partial test. Assurances is the dominating variable to customer satisfaction in Al-Amjad Islamic School Medan. Keywords: customer satisfaction, service quality.