PENGARUH ATRIBUT PASAR SWALAYAN PADA PERSEPSI KUALITAS KEPUASAN DAN LOYALITAS KONSUMEN BEBERAPA PASAR SWALAYAN DI JAKARTA
As along with the increasing number of supermarket growths and tighten competition, the supermarket consumers increasingly have more shopping options. To attract and retain customers, the supermarkets have to understand what value consumers need and be able to compete with other supermarkets. This s...
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| Main Authors: | , |
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| 格式: | Theses and Dissertations NonPeerReviewed |
| 出版: |
[Yogyakarta] : Universitas Gadjah Mada
2013
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| 主題: | |
| 在線閱讀: | https://repository.ugm.ac.id/125689/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65862 |
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| 總結: | As along with the increasing number of supermarket growths and tighten
competition, the supermarket consumers increasingly have more shopping
options. To attract and retain customers, the supermarkets have to understand
what value consumers need and be able to compete with other supermarkets. This
study examined the attributes of service quality provided by supermarkets to
consumers. The service quality attributes are quality product, competitive price,
product variety, fast check-out, easy payment, employee courtesy, cleanliness of
supermarket, clear price labeling, location affordability and operational hours. The
subsequent test is the influence of service quality perceptions on customer
satisfaction and the latter is the effect of customer satisfaction on loyalty to a
particular supermarket.
This study uses stepwise regression to test the service quality attributes
which are provided by supermarkets in Jabodetabek area on the perception of
service quality, followed by testing the perception of service quality on customer
satisfaction and the final testing of customer satisfaction on consumer loyalty.
In the study it was found that the most influential attributes on the
perception was the employee courtesy and clear price labeling. This study also
proves that the perception of service quality affect customer satisfaction and
ultimately consumers who are satisfied will loyal to that supermarket.
Limitations of this study is the respondents were represented by
respondents who live in Jabodetabek. The results do not reflect the perception of
consumers throughout Indonesia. Research can also be developed on minimarkets
which are emerged rapidly. |
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