The Effect of Expected and Perceived Service Quality on Customer Satisfaction: Optical Retail in Indonesia

Sarah Salsabila Hartono
Additional contact information
Sarah Salsabila Hartono: University of Hull, Hull, UK

International Journal of Business and Administrative Studies, 2019, vol. 5, issue 4, 186-198

Abstract: Optical retail is unique because they sell product and service at once. The creation of excellent service will lead to a satisfied customer. Hence many retailers are unconscious about the importance of service quality that turns the industry to struggle in finding the right customer wants and need on a service activity that can be performed to gain customer satisfaction. Thus, raises questions on the effect of service quality variables on the overall satisfaction of optical retail costumes in Indonesia. The three variables on SERVQUAL measurement were used to find the gap between clients’ expectations and perception towards service quality. Using mixed methods, the total of 179 questionnaire respondents are used to find the gap analysis. Then, ten telephone interviews were conducted to investigate the importance of service quality and customer satisfaction in Optical retail. The result confirmed the responsiveness dimension have positive relation while assurance and reliability dimensions have negative relations with customer satisfaction. No matter the result of the gap, the customer describes they feel satisfied with the service. Solely to identify the importance of each service is not enough to uncover customer satisfaction, knowing the roles of product quality is also important in this industry. The findings provide specific data that contribute to monitor and maintain quality service.

Keywords: Customer satisfaction; mixed service and merchandise business; service quality; optical retail (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://kkgpublications.com/business-v5-i4-article-2/ (application/pdf)
https://kkgpublications.com/wp-content/uploads/2019/11/ijbas.5.10002-4.pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:apa:ijbaas:2019:p:186-198

DOI: 10.20469/ijbas.5.10002-4

Access Statistics for this article

International Journal of Business and Administrative Studies is currently edited by Professor Dr. Bahaudin G. Mujtaba

More articles in International Journal of Business and Administrative Studies from Professor Dr. Bahaudin G. Mujtaba Calle Alarcon 66, Sant Adrian De Besos 08930, Barcelona Spain.
Bibliographic data for series maintained by Professor Dr. Bahaudin G. Mujtaba ().