THE ANALYSIS OF SERVICE QUALITY AND PRICE AND THEIR IMPACT TOWARDS CUSTOMER SATISFACTION: A CASE STUDY OF 7 ELEVEN IN JATIWARINGIN JAKARTA

Abstract

The objective of this research is to analyze the influence of service quality that consist of 5 dimensions (tangible, reliable, responsiveness, assurance and empathy) and price towards customer satisfaction in 7 Eleven Jatiwaringin, Jakarta. The scope and limitation of this study rounds in the 7 Eleven convenience store in Jatiwaringin, Jakarta with total samples 20. The data was analyzed by using quantitative analysis that consist of validity and reliability test. The data was analyzed with statistical tools such as SPSS V16.0 and STATA10 using multinomial logistic regression method. The interpretation of this research shows that the variables of service quality dimensions and price have an impact towards customer satisfaction except reliable, assurance and empathy dimension. To conclude, 7 Eleven needs to focus on its service quality and price because some of the variables affecting the customer satisfaction.