Satisfaction as a Mediation in the Relationship Between Service Quality and Price Perception to Customer Loyalty in Bantul Retail Store
- 10.2991/978-94-6463-154-8_20How to use a DOI?
- service quality; price perception; customer satisfaction; customer loyalty
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.
- © 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
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 -