Satisfaction as Mediator in the Relationship between Service Quality and Image to Loyalty in the Retail Business

DOI

10.2991/icobame-18.2019.53How to use a DOI?

Keywords

service quality; image; customer satisfaction; loyalty; retail

Abstract

The purpose of this paper is to examine the relationship between the development of service quality, image, satisfaction, and loyalty to retail business customers in Yogyakarta. The survey was used to look at the relationships by collecting data through questionnaires. The sample was taken from 138 retail business customers in Yogyakarta for 6 months. Furthermore, the data were analyzed using multiple linear regression and hierarchical regression. This study found that service quality and image influence customer satisfaction. Customer satisfaction only mediates the relationship between image and loyalty. This research has implications for marketers that service quality is a variable that cannot be ignored in the retail business to make loyal consumers. But the image is another important consideration for marketers to make consumers loyal to retail.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Eni Andari
AU  - Muhammad Najmudin
AU  - Bimo Harnaji
PY  - 2019/07
DA  - 2019/07
TI  - Satisfaction as Mediator in the Relationship between Service Quality and Image to Loyalty in the Retail Business
BT  - Proceedings of the International Conference on Banking, Accounting, Management, and Economics (ICOBAME 2018)
PB  - Atlantis Press
SP  - 242
EP  - 246
SN  - 2352-5428
UR  - https://doi.org/10.2991/icobame-18.2019.53
DO  - 10.2991/icobame-18.2019.53
ID  - Andari2019/07
ER  -