THE INFLUENCE OF RETAIL SERVICE QUALITY SCALE TOWARDS CUSTOMER SATISFACTION AND CUSTOMER LOYALTY (A CASE STUDY OF SOGO DEPARTMENT STORE JAKARTA)

Abstract

The growth of modern retail industry in Indonesia has increased the level of competition among the retailers. Experts found the importance of service quality to increase the satisfaction and loyalty from customers as the key to create competitive advantage. The researcher interested to analyze the influence of retail service quality scale of SOGO Department Store Indonesia using retail service quality scale (RSQS) dimensions such as physical aspect, reliability, personal interaction, problem solving, and policy. The result of multiple linear regression analysis from 100 respondents of SOGO Department Store Jakarta’s customers showed that three independent variables were found to have significant influence toward customer satisfaction in partial, all of independent variables simultaneously have significant influence toward customer satisfaction, all independent variables and customer satisfaction simultaneously influence customer loyalty, all independent variables contributed as much as 48.1% to customer satisfaction, and all of independent variables and customer satisfaction contributed as much as 27.3% to customer loyalty.