chapter
6 Pages

Analysis of customer satisfaction as an intervening variable on the effect of retail service quality on customer loyalty at Uniqlo Indonesia

WithT.G. Saraswati, M.E. Saputri

This study aimed to analyze customer satisfaction as an intervening variable on the relationship between the influence of retail service quality and customer satisfaction at Uniqlo Indonesia. Consumer loyalty is an important aspect to consider in the clothing retail business because consumer loyalty will directly influence the business continuity. This is a major concern for Uniqlo, a clothing business from Japan, in reaching the Indonesian market share. Uniqlo consumers show a great deal of loyalty, and whether their loyalty could be influenced by the retail service quality offered by Uniqlo is an issue that needs further testing. This research included a descriptive study with an associative method using path analysis involving 100 consumers who have shopped at Uniqlo Indonesia as respondents, with purposive sampling techniques. The results of the study stated that retail service quality has an influence on customer loyalty at Uniqlo. Likewise, when tested using customer satisfaction as an intervening variable, retail service quality displayed a greater effect on customer loyalty. For that reason, Uniqlo Indonesia should pay attention to its retail service quality and customer satisfaction in order to gain more customer loyalty.