Satisfaction as a Mediation in the Relationship Between Service Quality and Price Perception to Customer Loyalty in Bantul Retail Store

Eni Andari (), Titop Dwiwinarno () and Wakhid Anwar
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Eni Andari: University of Janabadra, Faculty of Economics and Business
Titop Dwiwinarno: University of Janabadra, Faculty of Economics and Business
Wakhid Anwar: University of Janabadra, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Business, Accounting, Banking, and Economics (ICBABE 2022), 2023, pp 207-216 from Springer

Abstract: Abstract This study aims to examine the effect of service quality and price perception on customer loyalty with satisfaction as a mediating variable in Bantul retail stores. The research data was conducted through a survey by collecting questionnaires. The research sample was taken from 100 retail store customers in Bantul using convenient sampling technique. Furthermore, the data were analyzed by multiple linear regression. The results showed that service quality had a positive effect on customer satisfaction, but price perception had no effect on customer satisfaction. Furthermore, service quality has a positive effect on customer loyalty, but price perception has no effect on customer loyalty. Satisfaction only mediates the relationship between service quality and customer loyalty. This research has implications for retail store business people that service quality is a variable that cannot be ignored in the retail business so that customers become loyal.

Keywords: service quality; price perception; customer satisfaction; customer loyalty (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-154-8_20

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DOI: 10.2991/978-94-6463-154-8_20

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