The Influence of Store Image and Customer Satisfaction on Customer Loyalty with Situational Factors as Moderator Study of Carrefour Ambarukmo Plaza, Yogyakarta
| Main Authors: | , Novita Mahendrani, , Prof. Dr. Basu Swastha Dharmmesta, MBA |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/98795/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55029 |
Daftar Isi:
- The last few years modern market has dominated Indonesia almost in every city. One of the modern market is growing very rapidly in Indonesia is the hypermarket, where there offers the lowest prices, new and fresh product, spacious shopping area and the complete product range. Hypermarket is a retail company that is very competitive due to the entry of multinational retail company in Indonesia. To be able to survive in this high level of competition, hypermarkets retail companies must have a loyal customer. Hypermarket retail companies must create a satisfied customer before they become a loyal customers. Store image are intimately associated with satisfaction and customer loyalty. The opportunity of formation of a satisfied and loyal customers is very high if the store give a good store image. Components of store image includes store atmosphere, store location, convenient facilities, value, employee services, after sales services, and merchandising. If a hypermarket located inside a shopping center, then the physical surrounding, social surrounding, and temporal perspective or they so-called situational factors are also very influential on consumer loyalty that includes a desire to revisit, recommend the store to others, and spread the positive word-of-mouths to others. This study uses the components of the store image, customer satisfaction and customer loyalty. Based on the model proposed by Belk, this study also uses situational factors as moderating variables between satisfaction and customer loyalty. 140 questionnaires distributed at Carrefour Plaza Ambarukmo to consumers who just do a revisit. The results of this study is that store image has a direct positive influence on customer satisfaction, customer satisfaction has a direct positive influence on customer loyalty, store image has a direct positive influence on customer loyalty, customer satisfaction mediates between store image and customer loyalty, and situational factors as a moderator in the relationship between customer satisfaction and customer loyalty.