EFFECT OF SERVICE THE QUALITY ON CUSTOMER SATISFACTION AT THE A BEAUTY CLINIC

Background: Customer satisfaction is a level of customer feeling appearing because of service performance she obtains compared to her expectation. Unsatisfaction appears in a beauty clinic because she finds the gap between her expectation and service performance felt by her at the time using the services. Based on the presurvey, 18 (36%) of 50 customers interviewed felt unsatisfactory on the service of the A Beauty Clinic. The objective of the study is to find an association between several quality factors and customer satisfaction. Material and methods: The design type of study was an analytic cross-sectional study. The population of this study was customers > 16 years old who ever visited the A Beauty Clinic in the last year. Based on the analytic cross-sectional study, the result of sample size calculation by using 5% alpha errors and 10% beta errors was 200. The sampling procedure was taking each sample consecutively reaching 200 at the Beauty Clinic. Data analyzed by univariate, bivariate, and multiple logistic regression analysis. Result: Tangible service quality associated with customer satisfaction. Brand image confounding to tangible service quality. Conclusion: Ungood tangible service quality affects unsatisfactory customer at the A Beauty Clinic. Recommended that management of the A Beauty Clinic has to create good brand image especially for tangible service quality to increase the good satisfaction of the customer. Based on the recommendation, suggestions are formulated.