THE ROLE OF SERVICE QUALITY ON CONSUMER SATISFACTION

Corresponding author: first author E-mail: p93043@siswa.ukm.edu.my wydyanto@binadarma.ac.id hamdan@mercubuana.ac.id Abstract: The role of service quality in shaping customer satisfaction and loyalty is a research model built to determine the contribution of each factor in explaining other factors. To get a good research model using SEM-Covariance data analysis with the Linear Structural Relationship (LISREL) program. Sample data collection using purposive techniques and quota sampling conducted at Pengandaran, Karakatau, Dieng and Pahawang tourist destinations with 162 tourists. The findings of the research model that were built, that to realize sustainability and maintain the existence of travel agents in the future is to carry out aspects of service quality with excellence. Because it is known that service quality is an important factor for travel agents in shaping positive attitudes and behaviors of consumers that match expectations of being committed and being the first choice.


INTRODUCTION
The tourism sector is the biggest contributor this year. The prospect of tourism continues to experience growth even though the world economy is weakening. Likewise (Sakti, 2019) revealed that foreign exchange from the tourism sector at the close of 2018 increased to reach 19.29 billion US dollars, or nearly reached the target this year of 20 billion US dollars. Prodjo (2019) Indonesia's tourism competitiveness index ranking in the world also rose to 40 th in 2019 from 42 in 2017.
The sustainability of the travel business is highly dependent on the benefits received by service users, because its existence will be questioned when consumers look for alternatives to determine tourist destinations. So it is important for travel agents to provide quality services so they can shape customer satisfaction (Astini & Sulistiyowati, 2015;. If this is not the case then consumers will move to use other travel agents and vice Krishna Naik et al., 2010;Shahin & Janatyan, 2011). Like the research model developed by (Agyapong, 2011;Al-Azzam, 2015;Arokiasamy & Abdullah, 2013;) that reliability has a significant influence on customer satisfaction. Meanwhile Shahin & Dabestani, 2010) found no significant relationship between reliability and satisfaction.
Assurance is defined as the ability, knowledge and courtesy of employees in inspiring trust and confidence , by providing more benefits to individuals regarding problems experienced by customers M. Kumar et al., 2010). Likewise, the research model developed by (Arokiasamy & Abdullah, 2013;Shahin & Dabestani, 2010) found a significant influence between guarantee and satisfaction. Likewise (Ali, Limakrisna, et al., 2016) found that guarantee is the most dominant factor influencing satisfaction. While the research model of ) did not find any significant effect between guarantee and customer satisfaction.
Empathy is the concern and attention of individual companies in providing services , in order to obtain customer satisfaction Shahin & Janatyan, 2011). Empathy is the most important dimension in designing strategies to increase satisfaction Kheng et al., 2010). Likewise, the research model developed by (Krishna Naik et al., 2010;) that empathy has a positive effect and (Al- Azzam, 2015;Arokiasamy & Abdullah, 2013;Shahin & Dabestani, 2010) significant towards satisfaction. While the research (Widjoyo et al., 2013) found no significant effect between empathy and satisfaction. Another case with the research model developed by (Hamdan, 2018) states that empathy has a significant influence on satisfaction.
Based on a review of previous research results that have been described as empirical evidence and a reference in building research models, it can be indicated, that: H-1: Effect of service quality on customer satisfaction. H-2: Effect of service quality on loyalty through customer satisfaction.

Consumer Satisfaction
Consumers have expectations for a service compared to services received to meet the expectations or not of the service (Baker and Saren, 2011). Ali et al. (2016) the formation of customer satisfaction through 5 aspects, namely: physical evidence, reliability, responsiveness, assurance and empathy. The concept of a product or service that provides buyer satisfaction, because it can meet and exceed their expectations (Boone and Kurtz, 2007). The research model developed by  in measuring the level of consumer satisfaction using three includes: 1) the right decision has used services; 2) the benefits obtained in accordance with the needs and desires; and 3) overall satisfaction with the services provided. Kotler (2009) assessing customers for product performance depends on many factors, especially the loyalty customers have for a brand. Consumers often form more pleasant perceptions about a product with a brand that they already consider positive.
The research model developed by ) proves that the higher the satisfaction received by consumers, it will also increase consumer loyalty to the services received. This research model was also found by Kheng et al., 2010; that consumer satisfaction has a positive and significant influence on consumer loyalty. In contrast to the research model developed by (Sukmawati and Massie, 2015), there was no significant relationship between satisfaction with loyalty. Based on a review of previous research results as a reference in building a research model, it can be indicated that: H-3: Effect of satisfaction on customer loyalty.

Conceptual Framework
The conceptual framework that was built is the result of a review of previous research as empirical evidence and reference for this research. The research model developed on the role of service quality on customer satisfaction and loyalty. The following research models are shown in the Figure below.

RESEARCH METHODS
The design of this study uses a combination of explanatory, descriptive and quantitative research. because it explains the relationship between variables. Sing (2007) exploratory research is preliminary research that forms the basis of research to determine research designs, sampling techniques and data collection. Shuttleworth (2008) quantitative descriptive research design aims to describe the characteristics of a population or phenomenon to prove hypotheses with a causal relationship, (Babbie, 2010) by emphasizing objective measurements through questionnaires or surveys.
In determining sample size (Hair et al. 2010), SEM requires data to be normally distributed, but not every data is normally distributed. To reduce the abnormality of data distribution, the use of large samples can be considered, but the SEM assumptions must be met, the samples processed as inputs, are greater than 100 samples. Whereas to determine the number of samples, i.e. 5 to 10 times the total indicators of the research variables. In this study there were 21 indicator items, then obtained 147 tour participants. For primary data collection researchers used a purposive sampling technique, namely deliberate selection of informants based on their ability to explain specific themes, concepts, or phenomena (Robinson, 2014), with the criteria of tour participants who had already completed a tourist destination.
The suitability of the measurement model by looking at the contribution of each indicator in explaining latent variables using (CFA) with the Maximum Likelihood (ML-SEM) rule to estimate the magnitude of the coefficient of the measurement model (Bollen et al., 2007). Indicators are said to have good validity for the latent variable, if the value of the factor load ()≥0.50 (Rigdon & Ferguson, 1991). A construct has good reliability, if the value of Construct Reliability (CR≥0.70) and the value of Average Variance Extracted (AVE≥0.50) (Hair et al., 2010). To determine the suitability of the structural model, an inter-variable relationship test is tested whether the coefficient of the inter-variable relationship is significant (t-count ≥1.96) or not and has a positive coefficient or not (Yamin and Kurniawan, 2009).

FINDINGS AND DISCUSSION
The  The path coefficient results of the structural model constructed from each of the exogenous latent variables to the endogenous latent variable using the Maximum Likelihood (ML) rule, indicate that the first hypothesis can be accepted. Because, it has a path coefficient = 0.98, meaning that service quality has a positive effect on customer satisfaction. If, service performance is in line with expectations, it will create customer satisfaction. Thus, the research model developed is in accordance with the research model developed by (Astini & Sulistiyowati, 2015;Kheng et al., 2010;Shahin & Janatyan, 2011). The research model on the second hypothesis is acceptable, because it has (path coefficient = 0.08), meaning that service quality positively influences customer loyalty through customer satisfaction. If, the quality of services provided is getting better, it will increase customer satisfaction and ultimately will also increase customer loyalty. This research model is the same as the research model developed by (Arokiasamy & Abdullah, 2013;). The third hypothesis that was built in this study is acceptable (path coefficient = 0.74), meaning that customer satisfaction has a positive effect on customer loyalty. If, consumer expectations exceed than perceived, it will create consumer loyalty. This research model is in line with research Kheng et al., 2010;.