Pengaruh kualitas pelayanan terhadap kepuasan pelanggan pada PT. MEGA WISATA PALEMBANG

Abstract

This study aims to analyze the influence of service quality on customer satisfaction at PT. Mega Wisata Palembang, focusing on service indicators that are highly relevant in the context of the tourism services industry, namely ease of service and staff friendliness. Ease of service includes ease of booking process, clarity of information, flexibility of service options, and access to digital platforms provided by the company. The results of data analysis indicate that both ease of service and staff friendliness have a significant and positive influence on the level of customer satisfaction. Ease of service makes a significant contribution because customers feel assisted in the process of planning and implementing trips without significant obstacles. The combination of these aspects creates a comprehensive and satisfying service experience. Thus, it can be concluded that improving the aspects of ease and friendliness in service are key factors in building customer loyalty and a positive company image. This study recommends that PT. Mega Wisata Palembang continue to innovate in simplifying service procedures and providing regular training to staff to continuously improve the quality of interactions with customers.