MEMPELAJARI HUBUNGAN ANTARA KUALITAS RELASI KUALITAS JASA DAN KESETIAAN PELANGGAN PADA PENYEDIA JASA (STUDI KASUS PADA INDUSTRI SWALAYAN)

• Main Author: Dieniyah MP, Latifah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5428
• Institution: Institut Teknologi Bandung

<b>Abstract:<p align="justify"> <br /> As market mature and competition intensifies, many service providers are turn into ways to retain the existing customers than to acquire the new ones. Retaining existing customers may result in decreasing marketing cost for almost one-fifth. Also, customer retention has been shown to increase company profitability. Customer retention or service loyalty is important for company sustainability in the long range, including for supermarket industry.<p align="justify"> <br /> <br /> <br /> <br /> Customer retention can be achieved by not only creating switch barrier but also developing close relationship with customer, which have been shown having positive correlation with service loyalty.<p align="justify"> <br /> <br /> <br /> <br /> According to research in the consumer service field, which had been done by Roberts, Varki and Brodie (2003), the direct effect of service quality on service loyalty is completely mediated by relationship quality. They suggest that the level of relationship quality completely subsumes the effect of the service quality. Based on that research, this paper is going to identify which relationship quality dimensions can be discerned in supermarket industry. We also analyze furthermore the relationship of relationship quality with other related construct such as service quality and service loyalty.<p align="justify"> <br /> <br /> <br /> <br /> The result of an empirical study of 59 sample of supermarket customer suggests that three dimensions of relationship quality are: trust, satisfaction and affective commitment to organization. Further analysis yields the pattern of service quality-relationship quality-service loyalty relationship. The effect of service quality on service loyalty is completely mediated by relationship quality.<p align="justify"> <br /> <br /> <br /> <br /> Those findings should give an explanation for firm managers in order to improve customer loyalty. Service improvement no longer focuses on one area such as service quality, but has to give a lot of attention on relationship quality as well.