Service Quality, Marketing Mix, and Customer Satisfaction to Customer Loyalty of Small-Scale Indonesian Food Enterprises in Surabaya

Kristanti, Monika and Palit, Herri Christian and Aysia, Debora Anne Yang and Priskila, Apfia (2023) Service Quality, Marketing Mix, and Customer Satisfaction to Customer Loyalty of Small-Scale Indonesian Food Enterprises in Surabaya. In: International Conference on Global Business, Economics, Finance & Social Sciences (ICGBEFSS-2023), 02-08-2023 - 02-08-2023, Kuala Lumpur - Malaysia.

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Abstract

This research aims to improve the customer loyalty of small-scale Indonesian food enterprises (SIFE) in Surabaya from service quality, marketing mix, and customer satisfaction perspectives. The total respondents of this research were 460 respondents who came from 50 small-scale Indonesian food enterprises in Surabaya. The respondents should be a minimum of 17 years old, and the small-scale Indonesian food enterprises should sell Indonesian food, and a price range between IDR 8000 to IDR 25,000. There are two methods to analyze the data, factor analysis and structural equation model analysis using GeSCA. The result shows that service quality and marketing mix significantly influence customer satisfaction. Service quality also has a direct significant effect on customer loyalty, but marketing mix does not have any direct significant effect on customer loyalty. Customer satisfaction significantly influences customer loyalty and acts as a perfect mediator variable that connects service quality, marketing mix, and customer loyalty of SIFE

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