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Abstract:
Boarding house is a place to stay temporarily with a certain amount of payment for each specified period. Everywhere, especially in various regions in Indonesia, education centers are growing moldy, especially public and private colleges and universities. This is followed by an increase in the number of houses or special buildings that offer boarding services for students who need them. This service is not free, that is by involving a number of payments for each period, which is calculated per month or per year. After making a payment transaction then someone can live in the desired place. The large number of universities makes housing also an important priority for students who are studying in other areas or far from where they live. One of them is by renting a temporary residence such as a boarding house. Boarding houses were chosen because not all universities provide dormitory facilities for students. In general this will be a livelihood for residents around the campus as providers of temporary shelter.
As many students come from other regions and other cities to study in the capital city, with consideration in terms of cost, time and energy, they prefer a boarding house as a temporary residence while in Makassar. Sometimes students who do not know the city of Makassar will experience difficulties or have many problems in choosing boarding places. Many boarding places that offer prices, security, cleanliness, distance to campus, room facilities, building conditions, spacious rooms, room capacity, distance to shops, and supporting facilities and various other conveniences. So it is not uncommon for students to be confused in terms of determining the right temporary housing for them to occupy. Quality of service will affect customer satisfaction, where the better the quality of services provided, the better the level of customer satisfaction. Conversely, if the level of service quality and satisfaction is getting lower, then the level of switching intention will increase. Moving places or moving behavior is a concept that is contrary to customer loyalty. Therefore, boarding house owners should reduce the rate of movement of boarding houses.
According to Tjiptono (2011: 330), Quality is a dynamic condition that affects products, services, people, processes and environment that meet or exceed expectations. So that the definition of service quality can be interpreted as an effort to meet the needs and desires of consumers and the accuracy of their delivery in offsetting consumer expectations. According to Kotler (2012: 83) Service is any action or activity that can be offered by one party to another party, which is basically intangible and does not result in any ownership. Its production can be related or not linked to one physical product. Service is the behavior of producers in order to meet the needs and desires of consumers for the achievement of satisfaction to consumers themselves.
According to Kotler (2012: 79), customer satisfaction is the level of one's feelings after comparing the performance or results he feels compared to his expectations of satisfaction or dissatisfaction. According to Wilton (2012: 204), the customer is the customer's response to the evaluation of the discrepancy/discourse that is felt between the previous expectations or other performance norms and the actual performance of the product felt after its use Switching Intention is the emergence of a desire from consumers to switch from other products. The consumer's desire to switch turns out to be out of balance with the effort, time and cost that has been incurred to switch. Satisfaction experienced by customers will reduce the desire of consumers to switch from the initial product.
Boarding houses located around the campus, have their own attraction for students. The increase in students every year is thought to trigger competition in boarding houses around the campus. The development of boarding houses from year to year triggers an increase in the number of more exclusive boarding houses with the aim to meet the demands of customers, where according to various sources, currently many boarding houses are advertising their place by focusing on luxury buildings and complete facilities similar to hotels. Price offered with the purchasing power of consumers juga will have a good effect on increasing consumer purchasing decisions (Muchriady et al (2019). These factors cause intense competition in the boarding house service business. This makes boarding house owners compete to provide the best service so that users do not move to another boarding house.
Therefore based on the description above, the objectives to be achieved in this study are as follows: 1) To determine the effect of service quality on switching intention of boarding house users. 2) To determine the effect of customer satisfaction on student intention of boarding house users
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