Pengaruh Retail Service Quality terhadap Customer Loyalty dengan Kepuasan Pelanggan sebagai Variabel Intervening pada Alfamidi Kota Medan

Abstract

The objective of the research is to examine and analyze the influence of service quality on customer loyalty with customer satisfaction as intervening variable at Alfamidi, Medan. The population is 1,970 persons who become the customers within one month at Alfamidi of the Medan Amplas area such as Alfamidi SM Raja 3, Alfamidi Selambo, Alfamidi Amplas, and Alfamidi Super SM Raja, Medan. The data are analyzed by using Partial Least Square (PLS). The result of the research shows that retail service quality has positive and significant influence on customer satisfaction, retail service quality has positive and significant influence on customer loyalty, customer satisfaction has positive and significant influence on customer loyalty, and customer satisfaction can mediate the influence of retail service quality on customer loyalty at Alfamidi, Medan. It is recommended that the management of Alfamidi sell its products with competitive price and provide good shopping experience for its consumers by offering low price. It should also increase its specific service in order to realize good shopping experience for the customers so that they will come again to shop at Alfamart.