THE IMPACT OF SERVICE QUALITY TOWARDS CUSTOMER LOYALTY (A CASE STUDY OF THE BODY SHOP BEKASI)

Abstract

Service quality is one of the keys that make a company successful. Service quality of a firm can affect customer satisfaction. The customer satisfaction will impact to the customer loyalty on one company or industry. This Research has purposed to observe the service quality which consists of tangible, empathy, assurance, reliability, and responsiveness towards customer loyalty in The Body Shop Bekasi. The purpose of this research also to know the there is an influence of service quality variables towards customer loyalty in The Body Shop Bekasi partially and simultaneously. This research used quantitative research method and in collecting data, researcher constructs questionnaire and spread it to 213 customers of The Body Shop Bekasi. In analyzing the data, researcher used multiple regression method and process with SPSS windows version 16.0. The result from partially testing, shows that empathy and reliability variables are significant influence towards customer loyalty and for tangible, assurance, and responsiveness variables has no are significant influence towards customer loyalty. Then from simultaneously testing, simultaneously service quality variables are significantly influence customer loyalty. Researcher gives suggestion to management of The Body Shop Bekasi to pay more attention to increase service quality because this factor is the dominant factor to build customer loyalty.