The Effect of Service Quality and Customer Value on Customer Satisfaction in Retail Industry

Abstract

his study aims to determine the effect of service quality and customer value of Indomaret and Alfamart on satisfaction. The research design used in this study is explanatory design. The location of this research is Bekasi with the object of research being two mini markets. The research data uses primary data by distributing questionnaires to respondents, the data were analyzed using SPSS. The results of this study indicate that service quality and customer value have an influence on customer satisfaction. Median calculation results of service quality and customer value indicate that Alfamart is smaller than Indomaret. while the Median customer satisfaction perceived by Alfamart customers is greater than Indomaret.