ASSESSMENT ON THE SERVICE QUALITY OF BAGA BURGER IN HOLY SPIRIT TOWARDS CUSTOMER LOYALTY

Abstract

This study aims to assess and evaluate the service quality of Baga Burger in Holy Spirit based on customer expectations. Service quality management involves various techniques to maintain and improve customer satisfaction by monitoring changes and evaluating the effectiveness of service improvements. The researchers seek to determine whether the staff provides the appropriate level of service, how management handles customer expectations, and how the store applies its goals and objectives to enhance service quality. This study employed a correlational quantitative research method to analyze the relationship between service quality and customer loyalty. The study surveyed 50 customers of Baga Burger in Holy Spirit using a structured questionnaire. The aim was to determine how changes in service quality impact customer loyalty and satisfaction. The survey responses indicate that customers strongly agree on the high quality of service provided at Baga Burger. The data collection process revealed that the majority of the 50 respondents expressed a positive perception of the service quality in relation to customer loyalty. To maintain and enhance service quality, Baga Burger should continuously improve its customer service strategies. Training programs should be implemented to educate staff on effective customer interaction, including greeting customers warmly, actively listening, and resolving issues efficiently. Employees should be prepared to assist customers with orders, answer inquiries, and provide necessary guidance. Additionally, the store must uphold cleanliness and hygiene standards to ensure a pleasant dining experience. By improving service quality, Baga Burger can enhance customer satisfaction, strengthen loyalty, and increase profitability.