The Influence of Product Quality, Service Quality and Price on Customer Satisfaction and Loyalty
Loyal customers tend to repurchase and positive word of mouth to their colleagues. They are also not sensitive to price changes but are willing to submit ideas or suggestions to improve the quality of the company’s products and services. Therefore, this study aims to examine the impact of antecedent variables (product quality policy, service quality, and price) on customer satisfaction and loyalty. The study population was Bu Zuni’s fried chicken customers, a roadside restaurant with local chicken specialists. Data was collected using a questionnaire and distributed to 96 respondents by convenience sampling. All calculations and tests use the SPSS program. The results of the analysis prove that all antecedent variables can influence loyalty variables, both directly and through satisfaction variables. Service quality has the biggest positive influence on customer satisfaction, while product quality contributes highest to loyalty. These results are also supported by descriptive calculations.
Copyright (c) 2019 Atika Kartikasari, Albari Albari
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