DOI: https://doi.org/10.9744/jmk.15.1.41-52

PENGARUH MARKET ORIENTATION TERHADAP SERVICE QUALITY, SATISFACTION, DAN LOYALTY PELANGGAN TOKO BUKU GRAMEDIA DI JAWA TIMUR

FX Agus Subroto

Abstract


The research objectives were to prove and to analyze the effect of market orientation on service quality, customer satisfaction and loyalty. The research sample consisted of 144 customers. The data were analyzed using Structural Equation Modeling (SEM) with AMOS. The results proved that market orientation had significant effect on service quality; market orientation had significant effect on satisfaction; market orienta-tion had no significant effect on customer loyalty; service quality had significant effect on satisfaction; service quality had no significant effect on customer loyalty. Customer satisfaction had significant effect on customer loyalty.

Keywords


Market Orientation, Service Quality, Customer Satisfaction, Customer Loyalty

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DOI: https://doi.org/10.9744/jmk.15.1.41-52



The Journal is published by Faculty of Economics, Department of Management - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of Research, Technology and Higher Education of the Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen dan Kewirausahaan, ISSN: 1411-1438, e-ISSN: 2338-8234

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