Marketing Management and Consumer Behavior Perspective on Customer Satisfaction: The Role of Service Quality and Brand Image in Modern Retail
DOI: https://doi.org/10.70184/t7fv0w69
Customer Satisfaction;, Service Quality;, Brand Image;, Modern Retail.
Abstract
Purpose: This study examines the determinants of customer satisfaction in modern retail by analyzing the effects of service quality and brand image. The research aims to test both the partial and simultaneous influence of these variables on customer satisfaction within the context of increasing competition in the Indonesian retail sector.
Research Design and Methodology: This study employs a quantitative approach using a survey method involving 100 customers of a modern retail outlet in Medan, Indonesia. Data were collected through questionnaires and analyzed using multiple linear regression to examine the relationships between service quality, brand image, and customer satisfaction.
Findings and Discussion: The results reveal that service quality has a positive and significant effect on customer satisfaction. Brand image also shows a significant positive influence. Simultaneously, both variables significantly contribute to explaining variations in customer satisfaction, indicating that both functional value (service quality) and symbolic value (brand image) play important roles in shaping customer perceptions.
Implications: These findings highlight the importance for retail managers to improve service performance and strengthen brand positioning to maintain customer satisfaction and competitiveness, while also providing directions for future research in retail marketing studies.
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Copyright (c) 2025 Mery Lani Purba, Yuni Hutagalung, Elisabet Tambunan, Roberto Roy Purba (Author)
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