Abstract

This study aims to analyze the effect of service effectiveness on customer satisfaction in Perumda Tirta Giri Nata Cirebon. The research used quantitative explanatory approach, the number of samples as many as 55 customers selected with simple random sampling. Five-point Likert questionnaire was used for data collection, measuring service effectiveness by five dimensions: tangibles, reliability, responsiveness, assurance and empathy. Customer satisfaction was measured by loyalty, use of offered services, recommendation, willingness to pay more and feedback. Descriptive statistics, Pearson correlation, and simple linear regression were used for data analysis. The result showed that service effectiveness was 76.28 percent and Customer Satisfaction was 74.18 percent. The results showed that service effectiveness had a positive and significant correlation with customer satisfaction with a correlation coefficient of 0.548 and significance of 0.000. The regression analysis produced a coefficient of 0.269, a t-value of 4.773 and a significance value of 0.000, indicating a significant positive impact. The coefficient of determination was 0.301, meaning that the service effectiveness accounts for 30.1% of the variation in customer satisfaction. The results suggest that in an effort to increase satisfaction, service reliability, responsiveness, employee skills and customer orientation in municipal water services should be improved.