Improving Retail Customer Satisfaction Factors with Ergo-Iconic Value and Service Environment

Yosua Pardamean Samuel, E. Andriyansah, Kurniawati

Abstract

Customer satisfaction is very important and must be considered by all companies, including companies engaged in retail. Not a few retail companies close their outlets because customers feel dissatisfied, so they choose competitors' outlets. Customers also adjust to the choice of company policies. This study aims to research the factors that determine customer satisfaction in retail companies. It uses the Smart-PLS 03 software to determine what factors affect the service environment, customer satisfaction, and the relationship between service environment and customer satisfaction. Based on the analysis results, it was found that tangibility, price, iconic ergonometrics, and empathy are variables that have a positive and significant effect. Meanwhile, the other variables, namely assurance and responsiveness, have a positive but not significant effect. Furthermore, for the level of influence with customer satisfaction, the price, empathy, and iconic ergonometric variables have a significant ergonometric and positive effect both directly and indirectly, so the intervention variable has a partial mediating effect. On the other hand, tangible variables guarantee responsiveness and have a positive and insignificant effect on direct influence. However, when the indirect effect becomes a positive and significant effect, the intervening variable (environment) has a full mediating effect in customer satisfaction services. The results obtained show that the service environment variable has a positive and significant effect on customer satisfaction.

 

Keywords: customer satisfaction, service environment, retail company, iconic ergonometrics.


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