This research examines the influence of service quality (tangibles, reliability, responsiveness, assurance, and empathy) and store atmosphere on customer satisfaction and the influence of customer satisfaction on repurchase intention, trust, and word of mouth on customers of souvenir stores in Yogyakarta. Selection of the sample is done by using purposive sampling with one criterion: they have shopped in souvenir stores in Yogyakarta. Data are collected by using questionnaires and 200 souvenir store customers participate in this study. The data are analyzed by using Structural Equation Modeling (SEM) with Amos computer program. The findings show that none of service quality's dimension: tangibles and store atmosphere have positive influences on customer satisfaction.

The problems in this research are 1) whether consumer satisfaction has an effect on consumer's trust, 2) whether consumer's satisfaction influences by word of mouth, and 3) whether consumer satisfaction has an effect on repurchase intention. This research examines the influence of customer satisfaction on repurchase intention, trust, and word of mouth on customers of souvenir store in Yogyakarta. Selection of the sample in this study is done by using purposive sampling with one criterion: they have shopped in souvenir stores in Yogyakarta. Data were collected by using questionnaires, and 200 souvenir store customers participated in this study. The data were analyzed by using Structural Equation Modeling (SEM) with Amos computer program. The results show that customer satisfaction has a positive influence on repurchase intention, trust, and word of mouth.