Service Quality, Innovation and Consumer Dissatisfaction towards Consumer Attitudes at Internet Cafe Businesses

  • Hendraa, Syawaluddinb, Nikous Soter Sihombingc, Sunday Ade Sitorusd, Amrile

Abstract

This research was aimed at revealing and analysing the effect of the service quality, and innovation towards consumer dissatisfaction and consumer attitudes to the Internet cafe business.  This research employed an accidental sampling method to collect data from 220 respondents. Data analysis methods employed SEM analysis to reveal the effect of the service quality and innovation towards consumer attitudes and examine the effect on consumer dissatisfaction in the Internet cafe business, which was later processed by the means of AMOS 18 software. The Research Results showed that: 1). Service Quality had a negative yet significant effect on consumer dissatisfaction in the Internet cafe business. 2). Innovation had a positive and significant effect toward sustainable competitive advantage to the Internet cafe business. 3). Service Quality had a positive yet significant effect on consumer attitudes to the Internet cafe business. 4). Innovation had a positive and significant effect on consumer attitudes to the Internet cafe business. 5). Consumer Dissatisfaction had a positive and significant effect on consumer attitudes to the Internet cafe business. In this case, according to the results of SEM analysis, it could be noticed that the service quality had a non-significant effect towards consumer dissatisfaction; however, innovation may sustainably enhance consumer attitudes. Therefore, the Internet cafe business owner, in order to be able to maintain their business’ survival, must create innovation in Internet services product as well as some of the technical dimensions embodied in the consumer attitudes.

Published
2020-06-01