Hubungan service recovery dengan minat beli-ulang konsumen : studi kasus pada acara ulang tahun di beberapa outlet McDonalds

Abstract

Recently the kids had have treated specially as a cluster of potential buyer. One of a number companies which is smartly targeted kids as their customer is McDonald's. Service failure, which occurs on delivering the product, could make consumer dissatisfied, and then will decrease their intention to repurchase. The goal of this research is to find relation between service recovery and intention to re-purchase on kids customer at McDonald's. This research worked on birthday party organized by McDonald's. Data collected by interviewing 324 respondents. This research find out that the effort on service recovery had succeed on decreasing dissatisfied that feel by kid customer, even more, it increase kids intention to re-purchase. The benefit of service recovery is higher than the cost spending in recovery effort. Based on that, reseacher recommend to keep on giving the recovery in a service if a failure occurs.