ABSTRACT

Wardani, Kristin, Kusuma, 2017. The Effect of Trust on the Customers’ Satisfaction at Malaka
Tour Organizer Using Moderated Analysis of the Customer Experience. Sarjana’s
Thesis. Department of Management Faculty of Economics. Universitas Negeri Malang.
Advisor: Handri Dian Wahyudi, S.E, M.Sc.

Keyword: Trust, customers satisfaction, customers experience

The business competition which is increasingly incisive demands every company to be
able to increase the customer satisfaction as one of the successful keys of a company. By
presenting positive experience and preserving trust, the existence of the customer satisfaction
will be supported. If the customers receive the positive experience, they will believe toward the
company so that it will also assist the existence of the customers’ satisfaction.
The aim of this study is to know the effect of the trust toward the customer satisfaction at
Malaka Tour Organizer. This study conducted to know whether or not the customer experience
can moderate the effect of the trust toward the customer satisfaction at Malaka Tour Organizer.
The variable being examined is trust, customer experience and customers’ satisfaction.
This study uses a quantitative research design. The population of this study is all of the
Malaka Tour Organizer’s customers. By using the Slovin formula, 127 customers as the number
of the sample are obtained. The sampling technique being used is simple random sampling, and
the technique to collect the data is questionnaire. The analysis tool to operate this study is
Moderated Regression Analysis.
The result of this study is the trust effects significantly toward the customer satisfaction at
Malaka Tour Organizer and customer experience can moderate the effect of the trust toward the
customers’ satisfaction at Malaka Tour Organizer. The researcher has some suggestions for
Malaka Tour Organizer such as the company should pay attention more to the services given to
the customers especially when the customers need help such as putting on concern to the
customers who experience problems and offering a solution so that these actions can raise the
trust at Malaka Tour Organizer. In addition, Malaka Tour Organizer should always make efforts
to advance the service so that it can bestow a positive experience to the customers and make
them never regret using Malaka Tour Organizer’s service.

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