The Effect of Service Quality on Customer Satisfaction at Simple Harmony School of Music Company

Abstract

Music education becomes more important in Indonesia recently. Parents become aware that music education is essential for children’s development, and this awareness has triggered the growth of schools for music education in Indonesia. Music functions to stimulate prior memories that can encourage objective and subjective experiences, in order to create feeling of relaxation to the children. Unfortunately, many schools of music are not supported by quality improvement in curriculum and are not yet certified, hence the teaching and learning process are not yet optimal. This research aims to explore the service quality of schools of music which can impact customers’ satisfaction in learning music. Theoretical foundations of this research are theory of service quality and customer satisfaction. The results gained through linear regression show that service quality affects the customers’ satisfaction in learning music.