IMPACT OF SERVICE QUALITY ON REVISIT INTENTION AND WORD-OF-MOUTH INTENTION OF SUPERMARKETS THROUGH PRICE FAIRNESS, PERCEIVED VALUE AND SATISFACTION
Keywords:
Service Quality Satisfaction Customer Behavior.Abstract
Retail is the last link in the goods distribution process. Through retail, products can meet directly with consumers. The purpose of this study is to prove the effect on revisit intention and WOM intention for supermarkets. Further factors can be seen in the variable service quality, price fairness, perceived value and satisfaction. This is a quantitative study using a purposive sampling technique distributed through questionnaires to 240 supermarket visitor respondents aged at least 17 years, have visited the supermarket at least 2x and are domiciled in JABODETABEK. The analysis was carried out using the Structural Equation Modeling (SEM) method. The results of this study indicate that service quality has the most impact on price fairness and perceived value. For the indirect effect, satisfaction mediates the relationship between service quality with revisit intention and WOM intention. This study provides suggestions for supermarkets to focus on service quality and perceived value to increase satisfaction so that customers have visit intention and WOM intention. The researcher suggests for further research to increase the number of respondents and make the proportion of respondents' ages more even.
Downloads
References
An, S., Suh, J., & Eck, T. (2019). Examining Structural Relationships Among Service Quality, Perceived Value, Satisfaction and Revisit Intention for Airbnb Guests. International Journal of Tourism Sciences, 19(3), 145–165. DOI:10.1080/15980634.2019.1663980
Bansal, H. S., & Taylor, S. (2014). Investigating The Relationship between Service Quality, Satisfaction and Switching Intentions. Journal of Retailing, 70(2), 163–178. DOI:10.1007/978-3-319-13141-2_107
Bashir, M. A., Ali, M. H., Wai, L. M., Hossain, M. I., & Rahaman, M. S. (2020). Mediating Effect of Customer Perceived Value on the Relationship between Service Quality and Customer Satisfaction of E-Banking in Bangladesh. International Journal of Advanced Science and Technology, 29(2), 3590–3606.
Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R. T., Keiningham, T., Andreassen, T. W., Donthu, N., & Carl, W. (2013). Beyond Traditional Word-of-Mouth: An Expanded Model of Customer-Driven Influence. Journal of Service Management, 24(3), 294–313. DOI:10.1108/09564231311327003
Boon-itt, S. (2015). Managing Self-Service Technology Service Quality to Enhance E-Satisfaction. International Journal of Quality and Service Sciences, 7(4), 373–391. DOI:10.1108/IJQSS-01-2015-0013
Caber, M., Albayrak, T., & Crawford, D. (2020). Perceived Value and Its Impact on Travel Outcomes in Youth Tourism. Journal of Outdoor Recreation and Tourism, 31(October 2019), 100327. DOI:10.1016/j.jort.2020.100327
Chang, L. L., Backman, K. F., & Huang, Y. C. (2014). Creative Tourism: A Preliminary Examination of Creative Tourists’ Motivation, Experience, Perceived Value And Revisit Intention. International Journal of Culture, Tourism, and Hospitality Research, 8(4), 401–419. DOI:10.1108/IJCTHR-04-2014-0032
Cho, H., Joo, D., & Woosnam, K. M. (2020). Sport Tourists’ Team Identification and Revisit Intention: Looking at the Relationship through a Nostalgic Lens. Journal of Hospitality and Tourism Research, 44(6), 1002–1025. DOI:10.1177/1096348020926550
Cho, Y. K. (2014). Service Quality and Price Perceptions by Internet Retail Customers: Linking the Three Stages of Service Interaction. Journal of Service Research, 17(4), 432–445. DOI:10.1177/1094670514537557
Chong, Y. S., & Ahmed, P. (2014). A Phenomenology of University Service Quality Experience: Uncovering the Essence of Meaning Among Business Undergraduates in Malaysia. International Journal of Educational Management, 28(1), 36–52. DOI:10.1108/IJEM-01-2013-0004
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot E-Service and Customer Satisfaction Regarding Luxury Brands. Journal of Business Research, 117(November 2017), 587–595. DOI:10.1016/j.jbusres.2018.10.004
Crosby, P. B. (1979). Quality Is Free : The Art of Making Quality Certain. American Library.
Deb, M., & Lomo-David, E. (2014). Evaluation of Retail Service Quality Using Analytic Hierarchy Process. International Journal of Retail and Distribution Management, 42(6), 521–541. DOI:10.1108/IJRDM-12-2013-0217
Dube, L. (2014). An Experimental Investigation of the Effect of Perceived Service Quality on Customer Satisfaction with Service Encounters. News.Ge, DOI:10.1007/978-3-319-13248-8_91
El Haddad, R., Hallak, R., & Assaker, G. (2015). Price Fairness Perceptions and Hotel Customers’ Behavioral Intentions. Journal of Vacation Marketing, 21(3), 262–276. DOI:10.1177/1356766715573651
Fernandes, T., & Calamote, A. (2016). Unfairness In Consumer Services: Outcomes of Differential Treatment of New And Existing Clients. Journal of Retailing and Consumer Services, 28, 36–44. DOI:10.1016/j.jretconser.2015.08.008
Go, F. M., & Govers, R. (2000). Integrated Quality Management for Tourist Destinations: A European Perspective on Achieving Competitiveness. Tourism Management, 21(1), 79–88. DOI:10.1016/S0261-5177(99)00098-9
Gumussoy, C. A., & Koseoglu, B. (2016). The Effects of Service Quality, Perceived Value and Price Fairness on Hotel Customers’ Satisfaction and Loyalty. 4(9). DOI:10.4108/eai.27-7-2021.2316826
Gusandra Saragih, M., & Desy Surya, E. (2020). Analysis of E-Service Quality to Customer Satisfaction with Perceived Value ss Intervening Variabel. International Journal for Innovative Research in Multidisiplinary Field, 6(2), 228–234. DOI:10.2015/IJIRMF.2455.0620/202002039
Hair, J. F., & Babin, B. J. (2018). Multivariate Data Analysis. Andover: Cengage Learning EMEA. https://books.google.co.id/books?id=0R9ZswEACAAJ
Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service Quality and Customer Satisfaction of a UAE-Based Airline: An Empirical Investigation. Journal of Air Transport Management, 42, 167–175. DOI:10.1016/j.jairtraman.2014.10.001
Jin, N. (Paul), Line, N. D., & Merkebu, J. (2016). The Effects of Image and Price Fairness: A Consideration of Delight and Loyalty in the Waterpark Industry. International Journal of Contemporary Hospitality Management, 28(9), 1895–1914. DOI:10.1108/IJCHM-03-2015-0094
Khoo, K. L. (2022). A Study Of Service Quality, Corporate Image, Customer Satisfaction, Revisit Intention and Word-of-Mouth: Evidence from the KTV Industry. PSU Research Review, 6(2), 105–119. DOI:10.1108/PRR-08-2019-0029
Konuk, F. A. (2019). The Influence of Perceived Food Quality, Price Fairness, Perceived Value and Satisfaction on Customers’ Revisit and Word-Of-Mouth Intentions Towards Organic Food Restaurants. Journal of Retailing and Consumer Services, 50(March), 103–110. DOI:10.1016/j.jretconser.2019.05.005
Kulsum, U., Yanuar, T., & Syah, R. (2018). The Effect of Service Quality on the Patient Satisfaction. International Journal of Modern Trends in Engineering & Research, 5(6), 34–36. DOI:10.21884/ijmter.2018.5167.hztsj
Leninkumar, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4). DOI:10.6007/ijarbss/v7-i4/2821
Liu, C. H. S., & Lee, T. (2016). Service Quality and Price Perception of Service: Influence on Word-of-Mouth and Revisit Intention. Journal of Air Transport Management, 52, 42–54. DOI:10.1016/j.jairtraman.2015.12.007
Malc, D., Mumel, D., & Pisnik, A. (2016). Exploring Price Fairness Perceptions and Their Influence on Consumer Behavior. Journal of Business Research, 69(9), 3693–3697. DOI:10.1016/j.jbusres.2016.03.031
Martin, W. C., & Lueg, J. E. (2013). Modeling Word-of-Mouth Usage. Journal of Business Research, 66(7), 801–808. DOI:10.1016/j.jbusres.2011.06.004
Mosadeghrad, A. M. (2013). Healthcare Service Quality: Towards a Broad Definition. International Journal of Health Care Quality Assurance, 26(3), 203–219. DOI:10.1108/09526861311311409
Muslim Amin. (2016). Internet Banking Service Quality and its Implication on E-Customer Satisfaction and E-Customer Loyalty. International Journal of Bank Marketing, 34(1), 1–5.
Nair, S. R. (2018). Analyzing The Relationship between Store Attributes, Satisfaction, Patronage-Intention and Lifestyle in Food and Grocery Store Choice Behavior. International Journal of Retail and Distribution Management, 46(1), 70–89. DOI:10.1108/IJRDM-06-2016-0102
Namukasa, J. (2013). The Influence of Airline Service Quality on Passenger Satisfaction and Loyalty the Case of Uganda Airline Industry. TQM Journal, 25(5), 520–532. DOI:10.1108/TQM-11-2012-0092
Oh, H. (2003). Price Fairness And Its Asymmetric Effects on Overall Price, Quality, and Value Judgments: The Case of an Upscale Hotel. Tourism Management, 24(4), 387–399. DOI:10.1016/S0261-5177(02)00109-7
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4)(November), 460–469. DOI:10.1177/002224378001700405
Pandža Bajs, I. (2015). Tourist Perceived Value, Relationship to Satisfaction, and Behavioral Intentions: The Example of the Croatian Tourist Destination Dubrovnik. Journal of Travel Research, 54(1), 122–134. DOI:10.1177/0047287513513158
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(6), 236–238.
Phillips, W. J., Wolfe, K., Hodur, N., & Leistritz, F. L. (2013). Tourist Word of Mouth And Revisit Intentions to Rural Tourism Destinations: A Case of North Dakota,USA. Tourism, 113(November 2012), 101–113. DOI:10.1002/jtr
Rather, R. A. (2021). Demystifying the Effects of Perceived Risk and Fear on Customer Engagement, Co-Creation and Revisit Intention During COVID-19: A Protection Motivation Theory Approach. Journal of Destination Marketing and Management, 20(November 2020), 100564. DOI:10.1016/j.jdmm.2021.100564
Ryu, K., Han, H., & Kim, T. H. (2008). The Relationships among Overall Quick-Casual Restaurant Image, Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Hospitality Management, 27(3), 459–469. DOI:10.1016/j.ijhm.2007.11.001
Ryu, K., & Lee, J. S. (2017). Examination of Restaurant Quality, Relationship Benefits, and Customer Reciprocity From the Perspective of Relationship Marketing Investments. Journal of Hospitality and Tourism Research, 41(1), 66–92. DOI:10.1177/1096348013515919
Solimun, S., & Fernandes, A. A. R. (2018). The Mediation Effect of Customer Satisfaction on the Relationship between Service Quality, Service Orientation, and Marketing Mix Strategy and Customer Loyalty. Journal of Management Development, 37(1), 1–11.
Syah, T. Y. R., & Wijoyo, C. K. (2021). Service Quality and Customer Satisfaction on WOM a Private Hospital in Indonesia. JMMR (Jurnal Medicoeticolegal Dan Manajemen Rumah Sakit), 10(1), Layouting. DOI:10.18196/jmmr.v10i1.10141
Thusyanthy, V. (2016). A Review on the Relationship Variables to Customer Satisfaction. Global Journal of Management and Business Research: E Marketing, 16(5), 87–91.
Vaidyanathan, R., & Aggarwal, P. (2003). Who is The Fairest of Them All? An Attributional Approach to Price Fairness Perceptions. Journal of Business Research, 10, 453–463. DOI:10.1016/S0148-2963(01)00231-4
Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived Value, Transaction Cost, and Repurchase-Intention in Online Shopping: A Relational Exchange Perspective. Journal of Business Research, 67(1), 2768–2776. DOI:10.1016/j.jbusres.2012.09.007
Ye, Q., Li, H., Wang, Z., & Law, R. (2014). The Influence of Hotel Price on Perceived Service Quality and Value in E-Tourism: An Empirical Investigation Based on Online Traveler Reviews. Journal of Hospitality and Tourism Research, 38(1), 23–39. DOI:10.1177/1096348012442540
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 1–14.
Zietsman, M. L., Mostert, P., & Svensson, G. (2019). Perceived Price and Service Quality as Mediators between Price Fairness and Perceived Value in Business Banking Relationships: A Micro-Enterprise Perspective. International Journal of Bank Marketing, 37(1), 2–19. DOI:10.1108/IJBM-07-2017-0144
