Influence of quality relationship and satisfaction on loyalty: Study on supplier in Indonesia

Abstract

This study examined the nature of linkages between the quality relationship, satisfaction and customer loyalty. Furthermore, trust, commitment and involvement of product categories also tested to see its effect on the relationship quality. This study was conducted in a business-tobusiness setting of loyalty supermarket suppliers in Indonesia. The researchers employed 265 respondents of SMEs suppliers of vegetable and fruit in the supermarket as the sample. This research used Structural Equation Modeling (SEM) to analysis the relationship. The results revealed that the relationship quality and satisfaction effect on loyalty. The overall goodness of fit statistics shows that the structural model fits the data well.