PENGARUH DIMENSI SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SUPERMARKET SUPER INDO SATELIT UTARA DI SURABAYA

  • Billy Soemenap Jurusan Manajemen Pemasaran Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Responsiveness, Empathy, Customer Satisfaction, Repurchase Intention, Positive Word of Mouth

Abstract

Pada era moderen saat ini, dimana persaingan dalam dunia bisnis semakin ketat, salah satunya adalah bisnis ritel. perusahaan dituntut untuk bisa mempertahankan pelanggannya dan mempunyai daya saing dibandingkan dengan kompetitornya. Oleh karena itu meningkatkan kepuasan pelanggan dan memberikan service quality yang lebih baik dari kompetitor akan membantu perusahaan dalam membedakan penawarannya.   Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh tangibles, reliability, responsiveness, assurance, empathy terhadap repurchase intention  dan positive word of mouth (p-WOM) melalui customer satisfaction di Supermarket Super Indo Satelit Utara di Surabaya. Data diperoleh melalui riset 165 pelanggan Super Indo Satelit Utara yang setidaknya berbelanja minimal tiga kali dalam tiga bulan terakhir dan pernah merekomendasikan Super Indo Satelit Utara kepada orang lain, dan data dianalisis menggunakan SEM dengan software Lisrel versi 8.70. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik non probability sampling.  Hasil dari penelitian ini menunjukkan tangibles, reliability, responsiveness, dan empathy memiliki pengaruh positif dan signifikan terhadap customer satisfaction Supermarket Super Indo Satelit Utara. Sedangkan assurance tidak berpengaruh signifikan terhadap customer satisfaction Supermarket Super Indo Satelit Utara. Variabel customer satisfaction akan membentuk customer loyalty berupa repurchase intention dan positive word of mouth (p-WOM) pada Supermarket Super Indo Satelit Utara.

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Published
2017-09-01
Issue
Vol. 6 No. 2 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

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