Pengujian Hubungan Kualitas Jasa, Perceived Value, dan Image Terhadap Kepuasan Konsumen Authorized Apple Store Bandung

Abstract

This research is conducted to test a customer satisfaction model at Authorized Apple Store Bandung. Retailing is one of the growing business sectors in Bandung. Authorized Apple Store as a gadget store can be classified into this sector. Apple is known as a brand of sophisticated gadget. This image should be supported by a satisfactory service given by the store. Unfortunately, there are some dissatisfaction problems that are identified from initial study. According to customer interviews, these may happen because of poor service quality. Improving service quality is not necessarily the only way of managing customer satisfaction. There are some other factors that have to be identified to ensure the strategy which has to be taken to deal with satisfaction. Perceived value and image are expected to be two other factors that may influence customer satisfaction. Using structural equation modeling technique, we test the customer satisfaction model that consists of service quality, perceived value, and image as variables which influence satisfaction. After conducting all tests for the model, it is concluded that all three factors are statistically significant in affecting customer satisfaction with 27.24%, 5.9%, and 5.4% ability of explaining customer satisfaction, respectively.