PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA BENGKEL ATLAS PEMATANGSIANTAR

The purpose of this research is to examine and analyze: 1) The description of the service quality and customer satisfaction at the Atlas workshop in Pematangsiantar 2) Influence the service quality to the customer's satisfaction at the Atlas workshop in Pematangsiantar. The test results the regression was Ŷ= 26,516+ 0, 307X which meant the service quality had the positive effect towards customer’s satisfaction. The result r = 0,424 indicated that it was middle and positive between service quality and customer’s satisfaction in Atlas workshop in Pematangsiantar. The high low customer’s satisfaction could be explained by service quality as 17.9%. The Ha hypothesis was accepted, which meant service quality had a positive effect and significant towards the customer’s satisfaction at Atlas workshop in Pematangsiantar.
As for the suggestion of the study concluded that to improve the quality of services, needed a quality service in accordance with the dimensions of service quality to match or exceed the expectations of customers. To improve customer satisfaction needs to pay attention to those factors, subscriber satisfaction.

Keywords: Quality of Service and Customer Satisfaction