MENGUKUR LOYALITAS PELANGGAN MELALUI RETAIL SERVICE QUALITY

YUSTINA CHRISMARDANI

Abstract


This study aims to determine the direct effects of five variables of retail service quality (X) on customer satisfaction (Y1), the direct effect of customer satisfaction (Y1) on customer loyalty (Y2), the direct effects of five X variables on customer loyalty (Y2) and the indirect effects of five X variables on customer loyalty through customer satisfaction.  The data was taken from 100 customer of Tom and Jerry store. Used path analysis, the result can be reveled as : physical aspects and policy have the direct effects of customer satisfaction, while customer satisfaction has the direct effect on customer loyalty.  It means that physical aspects and policy has the indirect effects of customer loyalty through customer satisfaction.  Meanwhile the other variables such as reliability, personal interaction and problem solving don’t have the direct effects of customer satisfaction, it means those variables don’t have the indirect effects of customer loyalty through customer satisfaction.  Only physical aspects and reliability which have the direct effects on customer loyalty.

Keywords


retail service quality; customer satisfaction; customer loyalty

References


Alma, Buchari. 2009. Pengantar Statistika untuk Penelitian : Pendidikan, Sosial, Komunikasi, Ekonomi, dan Bisnis. Bandung : Alfabeta.

Arief, Mts. 2007. Pemasaran Jasa dan Kualitas Pelayanan. Malang : Bayumedia Publishing.

Beneke, J. Hayworth, C. Hobson, R. and Mia, Z. 2012. Examining The Effect of Retail Service Quality Dimentions on Customer Satisfaction and Loyalty : The Cas of Supermarket Shopper. Acta Commercii 2012.

Cadogan, John W. and B.D. Foster. 1999. Developing Customer Loyalty : The Role of Salesperson and Firm-Specific Relationships. Aston Business School Research Papers, Aston University. Birmingham.

Cronin, Joseph, J. dan Steven, A. Taylor. 1992. Measuring Service Quality : A Reexamination and Extension. Journal of Marketing, Vol 56 (July), P. 55-68.

Dabholkar, P. A., Thorpe, D. I., dan Rentz, O., Rentz. 1996). A Measure of Service Quality for Retail Store : Scale Development and Validition. Journal of the Academy of Marketing Science. Volume 24, No.1, pages 3-16

Griffin, Jill, 1995. Customer Loyalty : How to earn it, How to keep it. New York :A Division of Simon and Schuster Inc.

Hennig-Thurau, Thorsten and Alexander Klee. 1997. The Impact of Customer Satisfaction and Relationship Quality on Customer Retention : A Critical Reassessment and Model Development. Journal of Psychology and Marketing. Vol. 14 (8). John Wiley and Sons Inc.

Mosahab, R., Mahamad, Osman., and T. Ramayah. 2010. Service Quality, Customer Satisfation and Loyalty : A Test of Mediation. International Business Research Vol. 3 No. 4 October 2010

Parasuraman, A., Valarie, A. Zeithaml dan Leonard L. Berry. 1988. SERVQUAL : A Multiple- Item Scale for Measuring Consumer Perception Of service Quality. Journal of Retailing. Vol. 64 No. 1, p. 12-40.

Siu, Y. M., Noel,and Cheung, Tak-Hing, Jeff. 2001. A Measure of Retail Service Quality. Departement of Marketing, School of Bussiness, Marketing Intelligence & Planning

Sasser W. Earl, Thomas, and Jones. 1994. Marketing. Second Edition. NewYork : Mc Grow-Hill.Inc

Singarimbun, M., dan Sofian Effendi. 2000. Metode Penelitian Survey. Jakarta: Penerbit LP3ES.

Solimun. 2002. Bahan Kuliah Metode Kuantitatif Untuk Manajemen. Malang: Universitas Brawijaya.

Sugiyono. 2003. Metode Penelitian Bisnis, Bandung : Alfabeta.

Syihabudhin, dan Sopiah. 2008. Manajemen Bisnis Ritel, Yogyakarta : Andi

Tjiptono, Fandy. 1997. Strategi Pemasaran. Edisi Kedua. Cetakan Kesatu. Yogyakarta : Andi Offset.

Umar, Husein. 2003. Riset Pemasaran dan Perilaku Konsumen, Jakarta : Gramedia Pustaka Utama.




DOI: https://doi.org/10.21107/nbs.v9i2.1276

Refbacks

  • There are currently no refbacks.


Copyright (c) 2016 NeO-Bis

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Creative Commons License

Copyright @ 2015, Faculty of Economics, Trunojoyo University of Madura