THE IMPACT OF SERVICE QUALITY, PRODUCT QUALITY, AND BRAND IMAGE ON CUSTOMER LOYALTY THROUGH THE MEDIATION OF CUSTOMER SATISFACTION AMONG PRIMA FRESHMART CUSTOMERS

Meiryanti Layarda; Hendra Achmadi

doi:10.55047/transekonomika.v4i6.724

Meiryanti Layarda* Faculty of Economics and Business, Universitas Pelita Harapan, Indonesia
Hendra Achmadi Faculty of Economics and Business, Universitas Pelita Harapan, Indonesia

DOI: https://doi.org/10.55047/transekonomika.v4i6.724

Keywords: Service Quality, Product Quality, Brand Image, Customer Satisfaction, Customer Loyalty

Abstract

As the retail industry for fresh produce in Indonesia becomes increasingly competitive, it creates an urgency for retailers to maintain relevant position in the market. Retailers need to cultivate loyal customers to ensure sustained performance and growth. Prima Freshmart, a specialized retailer that focuses on poultry products, is currently dealing with the challenge of having low customer loyalty rates based on the results of a preliminary survey. In order to understand how service quality, product quality, and brand image impact customer loyalty among Prima Freshmart's clientele, a study was conducted with 194 participants who completed questionnaires. The data was then analyzed using SmartPLS 4 software. The findings indicate that service quality, product quality, and brand image have a significant and positive influence on customer satisfaction. Furthermore, customer satisfaction has a significant and positive effect on customer loyalty and acts as a mediator in the relationship between service quality, product quality, brand image, and customer loyalty. These discoveries offer potential guidance for Prima Freshmart's management to enhance service quality, product quality, and brand image in order to improve customer satisfaction and loyalty. This research provides valuable insights that can be applied to both theoretical and practical aspects of customer retention strategies in the retail sector.

Downloads

Download data is not yet available.

References

Arslan, Y., & Turan, A. H. (2022). Consumers’acceptance Of Online Grocery Shopping In A Pandemic Situation: An Extended Technology Acceptance Model Perspective. European Journal Of Business Science And Technology, 8(2), 143–158.

Biesok, G. (2020). Customer Satisfaction And Retailer Image As Drivers Of Customer Loyalty: Evidence From Polish Supermarkets. Journal Of Lviv Polytechnic National University. Series Of Economics And Management Issues.

Cuong, D. T., & Khoi, B. H. (2019). The Effect Of Brand Image And Perceived Value On Satisfaction And Loyalty At Convenience Stores In Vietnam. Journal Of Advanced Research In Dynamical And Control Systems, 11(8), 1446–1454.

Dam, S. M., & Dam, T. C. (2021). Relationships Between Service Quality, Brand Image, Customer Satisfaction, And Customer Loyalty. The Journal Of Asian Finance, Economics And Business, 8(3), 585–593.

Gunawan, I. (2022). Customer Loyalty: The Effect Customer Satisfaction, Experiential Marketing And Product Quality. KINERJA: Jurnal Manajemen Organisasi Dan Industri, 1(1), 35–42.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When To Use And How To Report The Results Of PLS-SEM. European Business Review, 31(1), 2–24.

Kartikasari, A., & Albari, A. (2019). The Influence Of Product Quality, Service Quality And Price On Customer Satisfaction And Loyalty. Asian Journal Of Entrepreneurship And Family Business, 3(1), 49–64.

Kobbekaduwa, D. D., Wickramasinghe, W. N., Aththanayake, V. T., & Kuruppu, C. L. (2019). A Study On The Impact Of Service Quality On Customer Loyalty A Case Of Sri Lankan Supermarkets.

Larsson, A., & Broström, E. (2020). Ensuring Customer Retention: Insurers’ Perception Of Customer Loyalty. Marketing Intelligence & Planning, 38(2), 151–166.

Mehta, A. M., & Tariq, M. (2020). How Brand Image And Perceived Service Quality Affect Customer Loyalty Through Customer Satisfaction. Academy Of Marketing Studies Journal, 24(1), 1–10.

Memon, N. A., Shah, G. M., & Warsi, F. (2023). Unlocking The Key To Customer Loyalty In Pakistan’s E-Logistics Industry: A Quantitative Survey Analysis. Journal Of Entrepreneurship And Business Venturing, 3(1).

Moretta Tartaglione, A., Cavacece, Y., Russo, G., & Granata, G. (2019). A Systematic Mapping Study On Customer Loyalty And Brand Management. Administrative Sciences, 9(1), 8.

Nyan, L. M., Rockson, S. B., & Addo, P. K. (2020). The Mediation Effect Of Customer Satisfaction On The Relationship Between Service Quality And Customer Loyalty. Journal Of Management And Strategy, 11(3), 13.

Pusparini, N., & Khalid, J. (2023). The Effect Of Brand Image, Promotion And Servicesscape On Purchasing Decisions At Prima Freshmart Pekapuran Depok. Indonesian Journal Of Business Analytics, 3(2), 214–230.

Rashid, A., & Rokade, V. (2019). Service Quality Influence Customer Satisfaction And Loyalty: A Study In Organized Food And Grocery Retail. UKH Journal Of Social Sciences, 3(1), 50–61.

Slack, N., Singh, G., & Sharma, S. (2020). The Effect Of Supermarket Service Quality Dimensions And Customer Satisfaction On Customer Loyalty And Disloyalty Dimensions. International Journal Of Quality And Service Sciences, 12(3), 297–318.

Sukmawati, S., Hermayanti, Y., Fadlyana, E., Mulyana, A. M., Nurhakim, F., & Mediani, H. S. (2023). Supplementation Of Prenatal Vitamin D To Prevent Children’s Stunting: A Literature Review. International Journal Of Women’s Health, 1637–1650.

Turner, C. T., Gupta, R. K., Tsaliki, E., Roe, J. K., Mondal, P., Nyawo, G. R., Palmer, Z., Miller, R. F., Reeve, B. W. P., & Theron, G. (2020). Blood Transcriptional Biomarkers For Active Pulmonary Tuberculosis In A High-Burden Setting: A Prospective, Observational, Diagnostic Accuracy Study. The Lancet Respiratory Medicine, 8(4), 407–419.

Yuningsih, N. (2023). Retail Foods: Indonesia. USDA Foreign Agricultural Service. Report Number: ID2023-0015. Retrieved From https://apps.fas.usda.gov/newgainapi/api/Report/DownloadReportByFileName?fileName=Retail%20Foods_Jakarta_Indonesia_ID2023-0015.pdf

Yusuf, F. A. (2023). Total Quality Management (TQM) And Quality Of Higher Education: A Meta-Analysis Study. International Journal Of Instruction, 16(2), 161–178.