THE ANALYSIS RETAIL SERVICE QUALITY DIMENSIONS TOWARD CUSTOMER SATISFACTION AT PT. DACHANG SHELVING, TANGERANG

Abstract

The growth of retail market in Indonesia is affected its competitiveness. R etail service quality found to be important part in this market. T his research is b ased on a case of P T. DACHANG SHELVING that has decreased stores every year. S o, this research analysis retail service quality toward customer satisfa ction at PT. DACHANG SHELVING by us ing RSQS dimensions which consist of physical aspects, reliability, personal interaction, problem solving, and policy as independent variables and customer satisfaction as dependent variable The researcher uses quantit at ive method . The data collection use probability sampling method and distributes 100 questionnaires to customers who booked in advance and get products only within November 8th to 22 nd from PT. DACHANG SHELVING in Tangerang area. T he researcher uses SPSS 20 .0 as a tool for analyzing descriptive analysis, validity, reliability for pre test, and hypothesizing includes classical assumption, multiple linear regression, T Test, F Test, and coefficient of determination (R 2 ) is 71.9%. T he results show that retail service quality dimensions simult aneously have significant i mpact toward customer satisfaction. In partial, three independent variable s are personal interaction, problem solving, and policy have significant impact toward customer satisfaction. P hysi cal aspects and reliability have no significant impact toward customer satisfaction. T he dominant variable is personal interaction.