THE INFLUENCE OF SERVQUAL DIMENTION ON CUSTOMER SATISFACTION (A Case Study on Modern Retail of M-MART at Mojokerto – East Java)

Abstract

The purpose of this paper is to investigate which dimention or variables effect of service quality (reliability, responsiveness, assurance, empathy, and tangibility) on customer satisfaction M-Mart level. The results shows that the variable of reliability, responsiveness, assurance, empathy, and tangibility simultaneously affect to customers satisfaction (Y) M-Mart, because the simultaneously test (F test) is sig. value = 0,000 < 0, 05. Partially (t test), reliability and responsiveness variable have no effect, because the sig. value is > 0, 05. The variables of assurance, empathy, and tangibility partially showed sig. value < 0, 05, so it has significant effect to customers’ satisfaction (Y) MMart.