The Influence of Service Quality on Customer Satisfaction and Loyalty: A Study of the Mothercare Brand

Armanda Afrananta; Nurliya Apriyana

doi:10.63922/ijebir.v5i05.5523

Armanda Afrananta Universitas Paramadina Jakarta
Nurliya Apriyana Universitas Paramadina Jakarta

DOI: https://doi.org/10.63922/ijebir.v5i05.5523

Keywords: Customer satisfaction; Service quality; Customer loyalty; Mothercare; Retail.

Abstract

This study aims to analyze the effect of service quality on customer satisfaction and loyalty at Mothercare Stores in Jakarta. The study used a quantitative approach with a survey method. Data were obtained by distributing questionnaires to 100 respondents who were Mothercare customers in Jakarta. The sampling technique used purposive sampling, while data analysis was carried out through validity tests, reliability tests, normality tests, linear regression analysis, coefficient of determination, and path analysis. The results of the study indicate that service quality has a positive effect on customer satisfaction. In addition, service quality also has a positive effect on customer loyalty. Customer satisfaction also has a positive effect on customer loyalty, which indicates that customers who receive service according to expectations will have a greater tendency to make repeat purchases and recommend Mothercare to others. The findings of this study confirm that service quality is an important factor in building satisfaction and increasing customer loyalty. The implications of this study indicate that Mothercare needs to maintain and improve service quality by improving employee competency, responsive service, providing complete product information, and creating a comfortable shopping experience so that customer satisfaction and loyalty can continue to be improved.

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