Proceedings of the International Conference on Business, Accounting, Banking, and Economics (ICBABE 2022)

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Satisfaction as a Mediation in the Relationship Between Service Quality and Price Perception to Customer Loyalty in Bantul Retail Store

Authors
Eni Andari1, *, Titop Dwiwinarno1, Wakhid Anwar1
1Faculty of Economics and Business, University of Janabadra, Yogyakarta, Indonesia
*Corresponding author. Email: eniandari@janabadra.ac.id
Corresponding Author
Eni Andari
Available Online 22 May 2023.
DOI
10.2991/978-94-6463-154-8_20How to use a DOI?
Keywords
service quality; price perception; customer satisfaction; customer loyalty
Abstract

This study aims to examine the effect of service quality and price perception on customer loyalty with satisfaction as a mediating variable in Bantul retail stores. The research data was conducted through a survey by collecting questionnaires. The research sample was taken from 100 retail store customers in Bantul using convenient sampling technique. Furthermore, the data were analyzed by multiple linear regression. The results showed that service quality had a positive effect on customer satisfaction, but price perception had no effect on customer satisfaction. Furthermore, service quality has a positive effect on customer loyalty, but price perception has no effect on customer loyalty. Satisfaction only mediates the relationship between service quality and customer loyalty. This research has implications for retail store business people that service quality is a variable that cannot be ignored in the retail business so that customers become loyal.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Business, Accounting, Banking, and Economics (ICBABE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
22 May 2023
ISBN
10.2991/978-94-6463-154-8_20
ISSN
2352-5428
DOI
10.2991/978-94-6463-154-8_20How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Eni Andari
AU  - Titop Dwiwinarno
AU  - Wakhid Anwar
PY  - 2023
DA  - 2023/05/22
TI  - Satisfaction as a Mediation in the Relationship Between Service Quality and Price Perception to Customer Loyalty in Bantul Retail Store
BT  - Proceedings of the International Conference on Business, Accounting, Banking, and Economics (ICBABE 2022)
PB  - Atlantis Press
SP  - 207
EP  - 216
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-154-8_20
DO  - 10.2991/978-94-6463-154-8_20
ID  - Andari2023
ER  -