Pengaruh Inovasi Proses Operasional terhadap Kepuasan Pelanggan Resto D'Seuhah Da Lada (DSDL) Lembang
Keywords:
operational innovation, customer satisfaction, service efficiency, digital technologyAbstract
The service industry, particularly the restaurant sector, is experiencing rapid growth due to changing consumer needs and technological advancements. Resto D’Seuhah Da Lada (DSDL), located in the tourist area of Lembang, faces challenges in its operational management due to its reliance on manual systems, resulting in inefficiencies in order recording and financial reporting. To address these issues, DSDL has begun implementing innovations in its operational processes by adopting digital technology. This study aims to analyze the effect of operational process innovation on customer satisfaction at Resto D'Seuhah Da Lada, Lembang. The research method used is a quantitative approach with a survey technique, where data were collected through questionnaires from 100 respondents who are customers of the restaurant. Data analysis was conducted using simple linear regression to examine the relationship between operational process innovation and customer satisfaction. The results show that operational process innovation has a significant effect on customer satisfaction. Service efficiency and the application of technology, particularly in digital ordering and payment systems, are the main factors contributing to increased customer satisfaction. This study provides recommendations for enhancing technology-based innovations to support customer satisfaction.
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