Influence Product Quality, Sevice Quality, Perceived Price, Customer Satisfaction Towards Customer Loyalty: A Case Study of Supermarket Retail

Bashil Mukhlish; Binarin Tirto Andika

doi:10.63922/ijebir.v4i06.2496

Bashil Mukhlish Islamic University of Infonesia
Binarin Tirto Andika Islamic University of Infonesia

DOI: https://doi.org/10.63922/ijebir.v4i06.2496

Keywords: Product quality, Service quality, Perceived price, Customer satisfaction, Customer loyalty, Supermarket.

Abstract

This study aims to analyze the influence of Product Quality, Service Quality, Perceived Price, and Customer Satisfaction on Customer Loyalty in the supermarket retail industry in Indonesia. This study is based on the Stimulus-Organism-Response (S-O-R) theory, which explains how external stimuli such as product quality, service, and price can influence consumers' internal responses in the form of satisfaction, which ultimately affects loyalty. The research method used is a quantitative approach with a causal research type. Primary data was obtained by distributing questionnaires to 276 respondents who are supermarket consumers in various regions of Indonesia. Data analysis was performed using multiple linear regression with SPSS software. The results showed that Product Quality, Service Quality, and Perceived Price had a positive and significant effect on Customer Loyalty, while Customer Satisfaction did not have a significant effect on Customer Loyalty. These findings indicate that consumer loyalty is more influenced by product quality, service, and price than by satisfaction alone. The managerial implications of this study emphasize the importance of supermarket management to improve product and service quality, set competitive pricing policies, and build long-term relationships with customers through loyalty programs.

References

Abigail, R., Rahman, A., & Wahid, S. (2024). Product quality and customer satisfaction in retail industry. Journal of Business and Management, 16(2), 45–57.
Ali, S., & Naushad, M. (2020). Impact of product quality on customer satisfaction: A study of FMCG industry. International Journal of Marketing Studies, 12(3), 14–25. https://doi.org/10.5539/ijms.v12n3p14
Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811–828. https://doi.org/10.1108/03090560210430818
Griffin, J. (2002). Customer loyalty: How to earn it, how to keep it. Jossey-Bass.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Mohammed, A., Ghoneim, A., & Hashem, M. (2015). The effect of perceived price fairness on customer satisfaction and loyalty: Evidence from retail sector. Journal of Retail Marketing, 9(1), 32–48.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.2307/1252099
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105–111.
Suchánek, P., & Králová, M. (2019). Effect of quality on satisfaction and loyalty: An empirical study on the Czech retail sector. Economics and Management, 22(2), 57–72. https://doi.org/10.15240/tul/001/2019-2-004
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in the fast-fashion retail industry? Sustainability, 12(19), 8436. https://doi.org/10.3390/su12198436Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in the fast-fashion retail industry? Sustainability, 12(19), 8436. https://doi.org/10.3390/su12198436