ANALYSIS OF CUSTOMER SATISFACTION OF PT. TORCH CERAMICS

Abstract

The growth of retail market in Indonesia affects its competitiveness. Retail service quality is found to be important part in this market. This research is based on a case of PT. TORCH CERAMICS that has decreased stores every year. So, this research analysis retail service quality toward customer satisfaction at PT. TORCH CERAMICS by using 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 quantitative method. The data collection uses probability sampling method and distributes 100 questionnaires to customers who booked in advance and get products only within November 8th to 25nd from PT. TORCH CERAMICS. The 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 (R2) is 72.2%. The results show that retail service quality dimensions simultaneously have significant impact toward customer satisfaction. In partial, three independent variables which are problem solving , policy and personal interaction have significant impact toward customer satisfaction. Reliability and Physical aspects have no significant impact toward customer satisfaction. The dominant variable is personal interaction.