The Impact of Cose (Customer Orientation of Service Employee) Towards Customer Satisfaction, Commitment and Retention

摘要

Customer Orientation of Service Employees (COSE) which is on the customer orientation of service personnel is often regarded as a major determinant of success in the service industry. COSE can be conceptualized into four dimensions consisting of technical skills, social skills, motivation,and decision-making power. This customer-oriented service model directly has an impact on consumer satisfaction, commitment and customer retention. This model can be empirically tested on a sample of 100 Harley-Davidson’s owner in PT Mabua Harley-Davidson (MHD) Semarang using SEM. Theresults obtained, COSE provides support for most of the hypothesis.