THE INFLUENCE OF ZARA OFFLINE SERVICE QUALITY TOWARDS CUSTOMER REPURCHASE INTENTION IN JABODETABEK & BANDUNG AREA ON 2023

• Main Author: Agung Gde Hatama Bagus P., Anak
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76039
• Institution: Institut Teknologi Bandung

The customer's need for service quality is critical. Not only does good product quality inspire customers to repurchase, but so does good service quality. However, as the fashion retail industry's ruler, ZARA has been unable to give its customers optimal service quality. This is supported by an article from Iddenden (2022), that states, Zara comes to the bottom when it comes to customer experience. The purpose of this study is to look into the impact of offline service quality in ZARA on customer repurchase intention. Six variables are investigated in the study: need of service, service quality, customer expectation of service, brand experience, satisfaction, and repurchase intention. A mixed-method approach was used, with quantitative and qualitative data collection approaches used. A questionnaire study was delivered to 224 women and men in the Bandung and Jabodetabek areas, followed by interviews with ten ZARA customers who claimed poor service quality. The quantitative data analysis found that the majority of respondents agreed on ZARA's low service quality. The qualitative findings validate this viewpoint, with all interviewees expressing unhappiness with the quality of ZARA's services. Those data were analyzed by the PLS-SEM method using the SmartPLS application for quantitative methods and coding for qualitative methods. This study indicates that Need of Service positively influences Service Quality and Service quality positively influences customer Repurchase Intention through customer Brand Experience and Customer Satisfaction, while the Customer Expectation of Service has no significant impact towards customer Repurchase Intention.