The Importance Of Retail Service Quality And Store Image In Creating Customer Loyalty

  • Prosiding Internasional
  • Abdullah Ramdhani, Dini Turipanam Alamanda, Abdusy Syakur Amin
  • Global Management Conference; Universitas Gunadharma


Retail business environment is changing rapidly marked by domestic retail business competition has been demanding Retail Company’s ability to improve ability to compete by offering quality service which capable of fulfilling customers’ expectations and create a positive image on customers’ mind. The purpose of this paper is to examine the role of retail service quality and store image in creating customer loyalty. Through a survey conducted on 300 member Supermarkets at Garut regency and analysis of structural equation modeling (SEM) with maximum likehood approach, showing that the model is acceptable and in accordance with previous results studies. Overall, the results may reflect that in the retail industry, customer loyalty is determined by how the consumer assessment of the quality of services provided in a store as well as its image.

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