Kualitas Jasa, Kepuasan Pelanggan dan Respon Perilaku dalam Pendidikan Akuntansi
Accounting education in Indonesia is one of organizations that should develop quality performance. One of the developing quality perspectives in Accounting education is through measuring service quality, customer satisfaction and behavior responses. Service quality anda customer satisfaction is recognized as important aspect to acheive success on developing quality in organization. The development of measuring service quality and customer satisfaction as quality indicators was widely implemented on business organization, although its has not yet been in higher education particularly in Accounting education in Indonesia. The objective of this research is to examine the model of relationships and effects of service quality and satisfaction on behavior responses in Accounting education. The survey was conducted in Surabaya, with 14 university and 149 student as the respondents. This research was using convenience sampling, and data collection was conducted by direct survey. Statistical method used in this research is Two-step Structural Equation Model (SEM). The findings of this research shows that service quality positively and directly influence satisfaction. The others finding also shows that satisfaction positively and directly on word-of-mouth communication as well as negatively on intention to switch. Managerial and research implication is also discussed in this article.
Keywords : Service quality, satisfaction, intention to switch, word-of-mouth communication, response behavior, accounting education, higher education.
Telah dipublikasian pada tahun 2004 di Journal Ekonomi Bisnis dan Akuntansi, 7 (2), 1-20.