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.
