The Influence Of Merchandise And Servicescape On Customer Loyalty Through Customer Satisfaction At PT Gloria Jaya Sejahtera Medan

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The Influence of Merchandise and Servicescape on Customer Loyalty through Customer Satisfaction at PT Gloria Jaya Sejahtera Medan

Introduction

In today's competitive business world, customer loyalty is a crucial factor that determines the success of a company. Customer loyalty is the willingness of customers to continue purchasing from a particular company, and it is influenced by various factors, including merchandise and servicescape. Merchandise refers to the products offered to customers, while servicescape refers to the physical environment where the interaction between customers and the company takes place. Both merchandise and servicescape play a vital role in shaping customer satisfaction, which is a key driver of customer loyalty. This study aims to investigate the influence of merchandise and servicescape on customer loyalty through customer satisfaction at PT Gloria Jaya Sejahtera in Medan.

Background of the Study

PT Gloria Jaya Sejahtera is a leading company in the retail industry in Medan, Indonesia. The company offers a wide range of products, including clothing, accessories, and home appliances. The company's success can be attributed to its ability to provide high-quality products and excellent customer service. However, the company faces intense competition from other retailers in the market, and it is essential to understand the factors that influence customer loyalty to remain competitive.

Methodology

This study used a quantitative approach to collect data from 412 customers of PT Gloria Jaya Sejahtera in Medan. The data were collected using a survey questionnaire, which was distributed to customers who visited the company's stores between May and July 2018. The questionnaire consisted of questions related to merchandise, servicescape, customer satisfaction, and customer loyalty. The data were analyzed using descriptive analysis and multivariate analysis with the help of SPSS and AMOS software.

Results

The results of this study indicate that merchandise has a positive and significant influence on customer satisfaction. This shows that the quality and variation of the products offered can increase customer satisfaction. On the other hand, servicescape has a positive but not significant influence on customer satisfaction. Although the physical environment of the store can provide a better experience for customers, the impact on their satisfaction is not as strong as merchandise.

Furthermore, merchandise also shows positive and significant effects on customer loyalty. That is, the better the product offered, the more likely customers will return to shop in the same place. On the other hand, servicescape has no significant effect on customer loyalty, both directly and through customer satisfaction. This shows that although the physical environment can be a value enhancer, the main factors that encourage customers to remain loyal to remain in the quality of the product.

Customer satisfaction itself has a positive and significant influence on customer loyalty. This emphasizes that when customers are satisfied with the products and services they receive, they are likely to remain loyal to the brand to increase. In this context, companies must ensure that they not only focus on merchandise but also try to improve customer experience through adequate service.

Discussion

The results of this study provide valuable insights into the factors that influence customer loyalty at PT Gloria Jaya Sejahtera in Medan. The study shows that merchandise is a critical factor in shaping customer satisfaction and loyalty. This is consistent with previous studies that have found that product quality and variation are key drivers of customer satisfaction and loyalty.

The study also highlights the importance of servicescape in providing a better experience for customers. Although servicescape has a positive but not significant influence on customer satisfaction, it can still be a value enhancer for customers. This suggests that companies should invest in creating more attractive and comfortable servicescapes to improve customer experience.

Conclusion

In conclusion, this study provides a clear picture that a combination of quality merchandise, customer satisfaction, and a good approach to servicescape is the key to building long-term relationships with customers at PT Gloria Jaya Sejahtera Medan. The study highlights the importance of merchandise in shaping customer satisfaction and loyalty, and it emphasizes the need for companies to focus on product quality and variation. The study also suggests that servicescape can be a value enhancer for customers, and companies should invest in creating more attractive and comfortable servicescapes to improve customer experience.

Recommendations

Based on the findings of this study, the following recommendations are made:

  1. Prioritize merchandise: PT Gloria Jaya Sejahtera should prioritize the quality of their merchandise to increase customer satisfaction and loyalty.
  2. Invest in servicescape: The company should invest in creating more attractive and comfortable servicescapes to improve customer experience.
  3. Balance merchandise and servicescape: A balanced approach between product quality and service environment will be an effective strategy to increase customer satisfaction and loyalty in the future.
  4. Focus on customer satisfaction: The company should focus on improving customer satisfaction through adequate service to increase customer loyalty.

Limitations of the Study

This study has several limitations that should be noted. Firstly, the study was conducted in a single company, and the findings may not be generalizable to other companies. Secondly, the study used a quantitative approach, and the results may not provide a complete picture of the factors that influence customer loyalty. Finally, the study did not control for other factors that may influence customer loyalty, such as marketing and advertising.

Future Research Directions

This study provides several avenues for future research. Firstly, the study highlights the importance of merchandise in shaping customer satisfaction and loyalty, and future studies should investigate the factors that influence merchandise quality and variation. Secondly, the study suggests that servicescape can be a value enhancer for customers, and future studies should investigate the factors that influence servicescape quality and variation. Finally, the study emphasizes the need for companies to focus on customer satisfaction through adequate service, and future studies should investigate the factors that influence customer satisfaction and loyalty.

References

  • [List of references cited in the study]

Appendix

  • [Appendix containing additional information, such as survey questionnaire and data analysis results]
    Frequently Asked Questions (FAQs) about the Influence of Merchandise and Servicescape on Customer Loyalty through Customer Satisfaction at PT Gloria Jaya Sejahtera Medan

Q: What is the main objective of this study? A: The main objective of this study is to investigate the influence of merchandise and servicescape on customer loyalty through customer satisfaction at PT Gloria Jaya Sejahtera in Medan.

Q: What is merchandise, and how does it affect customer satisfaction and loyalty? A: Merchandise refers to the products offered to customers. The study found that merchandise has a positive and significant influence on customer satisfaction and loyalty. This means that the quality and variation of the products offered can increase customer satisfaction and loyalty.

Q: What is servicescape, and how does it affect customer satisfaction and loyalty? A: Servicescape refers to the physical environment where the interaction between customers and the company takes place. The study found that servicescape has a positive but not significant influence on customer satisfaction and loyalty. This means that although the physical environment of the store can provide a better experience for customers, the impact on their satisfaction and loyalty is not as strong as merchandise.

Q: What is the relationship between customer satisfaction and customer loyalty? A: The study found that customer satisfaction has a positive and significant influence on customer loyalty. This means that when customers are satisfied with the products and services they receive, they are likely to remain loyal to the brand.

Q: What are the implications of this study for PT Gloria Jaya Sejahtera? A: The study suggests that PT Gloria Jaya Sejahtera should prioritize the quality of their merchandise to increase customer satisfaction and loyalty. The company should also invest in creating more attractive and comfortable servicescapes to improve customer experience.

Q: What are the limitations of this study? A: The study has several limitations, including the fact that it was conducted in a single company, and the findings may not be generalizable to other companies. The study also used a quantitative approach, and the results may not provide a complete picture of the factors that influence customer loyalty.

Q: What are the future research directions based on this study? A: The study provides several avenues for future research, including investigating the factors that influence merchandise quality and variation, and the factors that influence servicescape quality and variation. The study also emphasizes the need for companies to focus on customer satisfaction through adequate service, and future studies should investigate the factors that influence customer satisfaction and loyalty.

Q: What are the practical implications of this study for businesses? A: The study suggests that businesses should prioritize the quality of their merchandise and invest in creating more attractive and comfortable servicescapes to improve customer experience. The study also emphasizes the need for businesses to focus on customer satisfaction through adequate service to increase customer loyalty.

Q: What are the theoretical implications of this study? A: The study contributes to the existing literature on customer loyalty and satisfaction by providing insights into the influence of merchandise and servicescape on customer loyalty through customer satisfaction. The study also highlights the importance of considering the physical environment of the store in customer satisfaction and loyalty research.

Q: What are the future directions for this research? A: The study provides several avenues for future research, including investigating the factors that influence merchandise quality and variation, and the factors that influence servicescape quality and variation. The study also emphasizes the need for companies to focus on customer satisfaction through adequate service, and future studies should investigate the factors that influence customer satisfaction and loyalty.

Q: What are the recommendations for businesses based on this study? A: The study recommends that businesses should prioritize the quality of their merchandise and invest in creating more attractive and comfortable servicescapes to improve customer experience. The study also emphasizes the need for businesses to focus on customer satisfaction through adequate service to increase customer loyalty.

Q: What are the limitations of the survey questionnaire used in this study? A: The survey questionnaire used in this study has several limitations, including the fact that it was self-administered, and the respondents may have been biased in their responses. The questionnaire also did not control for other factors that may influence customer loyalty, such as marketing and advertising.

Q: What are the future research directions based on the limitations of the survey questionnaire? A: The study suggests that future research should investigate the factors that influence merchandise quality and variation, and the factors that influence servicescape quality and variation. The study also emphasizes the need for companies to focus on customer satisfaction through adequate service, and future studies should investigate the factors that influence customer satisfaction and loyalty.

Q: What are the implications of this study for customer loyalty and satisfaction research? A: The study contributes to the existing literature on customer loyalty and satisfaction by providing insights into the influence of merchandise and servicescape on customer loyalty through customer satisfaction. The study also highlights the importance of considering the physical environment of the store in customer satisfaction and loyalty research.

Q: What are the future directions for customer loyalty and satisfaction research based on this study? A: The study provides several avenues for future research, including investigating the factors that influence merchandise quality and variation, and the factors that influence servicescape quality and variation. The study also emphasizes the need for companies to focus on customer satisfaction through adequate service, and future studies should investigate the factors that influence customer satisfaction and loyalty.