THE IMPACT OF RETAIL SERVICE QUALITY ON CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY AND INTENTION TO SWITCH (A Survey of Female Customer in Superindo North Jakarta)

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.