Satisfaction as Mediator in the Relationship between Service Quality and Image to Loyalty in the Retail Business

Abstract

The purpose of this paper is to examine the relationship between the development of service quality, image, satisfaction, and loyalty to retail business customers in Yogyakarta. The survey was used to look at the relationships by collecting data through questionnaires. The sample was taken from 138 retail business customers in Yogyakarta for 6 months. Furthermore, the data were analyzed using multiple linear regression and hierarchical regression. This study found that service quality and image influence customer satisfaction. Customer satisfaction only mediates the relationship between image and loyalty. This research has implications for marketers that service quality is a variable that cannot be ignored in the retail business to make loyal consumers. But the image is another important consideration for marketers to make consumers loyal to retail.

Satisfaction as a Mediation in the Relationship Between Service Quality and Price Perception to Customer Loyalty in Bantul Retail Store

“…The results of multiple linear regression analysis in model 1 show that service quality has a positive and significant effect on customer satisfaction. The results of this study support research [7][8][9]21], but do not support research [10,11]. Furthermore, the results of the study show that price perceptions have no effect on customer satisfaction.…”

“…Empirical evidence shows that service quality has a positive effect on customer satisfaction [6][7][8][9] and loyalty [8]. However, several studies have shown the opposite result, that service quality has no effect on customer satisfaction [10,11] and loyalty [12,13]. Previous research still shows the inconsistency of the relationship between price perceptions and satisfaction.…”

Moderating role of service innovation on the relationship between corporate reputation and performance of hotels in Kenya

“…As one of the independent variables, reputation corresponds with loyalty and acts as a pre-requisite of customer satisfaction in service centers (Nesset, Nervik, & Helgesen, 2011). Reputation refers to the overall attitude and impression developed by consumers based on company products and services, experience and information attained by getting involved in related social actions (Nesset, Nervik, & Helgesen, 2011). Improvements in customers' perception of service quality of a firm will impact reputation of hotel.…”