Studi Komparatif Customer Satisfaction dan Service Expectations Berdasarkan Jenis Usaha Kuliner Pet-Friendly

Abstract

Perkembangan konsep pet-friendly pada usaha kuliner di Kota Bandung menunjukkan variasi implementasi antara coffee shop, café, dan restoran yang berpotensi membentuk Pet-Friendly Service Expectations dan Customer Satisfaction yang berbeda. Penelitian ini bertujuan menganalisis perbedaan Pet-Friendly Service Expectations dan Customer Satisfaction berdasarkan jenis usaha kuliner pet-friendly serta menguji hubungan antara kedua variabel tersebut. Penelitian menggunakan pendekatan kuantitatif dengan desain survei cross-sectional dan metode komparatif. Sebanyak 240 responden pemilik anjing atau kucing dipilih melalui purposive sampling dan dibagi secara seimbang ke dalam tiga kelompok, yaitu 80 responden coffee shop, 80 café, dan 80 restoran. Data dianalisis menggunakan Multivariate Analysis of Variance (MANOVA), uji post hoc Games-Howell, dan korelasi Pearson dengan IBM SPSS Statistics versi 27. Hasil menunjukkan terdapat perbedaan simultan yang signifikan pada Pet-Friendly Service Expectations dan Customer Satisfaction berdasarkan jenis usaha (Pillai's Trace = 0,180; F(4,472) = 11,691; p < 0,001). Uji Games-Howell menunjukkan bahwa seluruh pasangan jenis usaha berbeda secara signifikan pada kedua variabel. Secara deskriptif, coffee shop memiliki Grand Mean tertinggi, yaitu 4,21 untuk Pet-Friendly Service Expectations dan 4,14 untuk Customer Satisfaction, diikuti café dan restoran. Selain itu, terdapat hubungan positif yang sangat kuat dan signifikan antara Pet-Friendly Service Expectations dan Customer Satisfaction (r = 0,921; p < 0,001). Temuan menunjukkan bahwa karakteristik jenis usaha perlu dipertimbangkan dalam pengembangan layanan pet-friendly yang sesuai dengan kebutuhan pelanggan.

The implementation of pet-friendly concepts among culinary businesses in Bandung City varies across coffee shops, cafés, and restaurants, potentially shaping different Pet-Friendly Service Expectations and Customer Satisfaction. This study aimed to analyze differences in Pet-Friendly Service Expectations and Customer Satisfaction based on the type of pet-friendly culinary business and to examine the relationship between the two variables. A quantitative approach with a cross-sectional survey and comparative design was employed. The study involved 240 dog or cat owners selected through purposive sampling and equally distributed across three groups: 80 coffee shop customers, 80 café customers, and 80 restaurant customers. Data were analyzed using Multivariate Analysis of Variance (MANOVA), Games-Howell post hoc tests, and Pearson correlation with IBM SPSS Statistics version 27. The results showed a statistically significant simultaneous difference in Pet-Friendly Service Expectations and Customer Satisfaction across business types (Pillai's Trace = 0.180; F(4,472) = 11.691; p < 0.001). Games-Howell tests indicated significant differences between all pairs of business types for both variables. Descriptively, coffee shops had the highest Grand Mean scores, namely 4.21 for Pet-Friendly Service Expectations and 4.14 for Customer Satisfaction, followed by cafés and restaurants. A very strong and significant positive relationship was also found between Pet-Friendly Service Expectations and Customer Satisfaction (r = 0.921; p < 0.001). These findings indicate that business-type characteristics should be considered when developing pet-friendly service strategies that align with customer needs.