Abstract:
Retail Service quality found to be important in this modern retailing trend
especially in Indonesia. Moreover, the high competition among the retail industry
is very tight. In supermarket where the services are less and more on the products
moreover almost the same store setting generate the wider choices to customers
and generate probability to move from one store to another store. Hence,
researcher was interested to analyze the factor that influences the customer loyalty
and intention to switch by measuring the retail service quality (RSQS) dimensions
and customer satisfaction in quantitative analysis method. Non-probability
sampling was used and female customer of Superindo supermarket in Jakarta
Utara was taken to represent Indonesia population that shop in Superindo. Total
of 300 samples was spread by purposive sampling method in total of 51 questions.
The factor analysis and multiple regressions were processed by SPSS version 20.0
to analysis the data. The findings of this result are there is significant relation
between retail service quality toward customer loyalty and intention to switch by
using customer satisfaction as the mediating variable. The most significant
variable is physical aspects.
