Service Quality Perception’s Effect on Customer Satisfaction and Repurchase Intention

Abstract

This study aimed to examine and explain the effect of quality perception on customer satisfaction, both directly and through the mediation of value perception that consists of three variables, namely functional value, emotional value and social value. This study also aims to test and describe the direct effect of customer satisfaction on repurchase and it’s indirect effect through the brand choice. This study used a quantitative approach with population are consumers in all branches of Anwar Group minimarket in Bengkulu. The sampling technique used is a convinience sampling with a sample size of 200 respondents were taken from all branches of Anwar Group minimarket. The analytical tool used in this study was Structural Equation Model with Amos 22 software. The results showed that the perception of service quality significantly affected consumer satisfaction. This study also showed that all consumer value which consists of functional value, emotional value, and social value mediate the effect of service quality perception on customer satisfaction. Finally, consumer satisfaction affected repurchase, while the brand choice acted as a partial mediating on the affected of customer satisfaction on repurchase intention.