EKSPEKTASI PELANGGAN DAN APLIKASI BAURAN PEMASARAN TERHADAP LOYALITAS TOKO MODEREN DENGAN KEPUASAN PELANGGAN SEBAGAI INTERVENING (Studi Kasus pada Hypermarket Carrefour di Surabaya)

JURNAL MANAJEMEN PEMASARAN, VOL. 1, NO. 2, OKTOBER 2006: 53-64

AUTHOR:
Hatane Semuel

ABSTRACT:

This research on customer behavior of modern stores is to investigate the direct influence between customer expectation and retail marketing mix application towards customer loyalty of modern stores in Surabaya. In addition to this, it is also to see indirect influence of customer satisfaction as an intervening variable. 400 customers of Carrefour Surabaya are taken as samples, and the result of the research proves that there is a negative direct influence of customer expectation as well as customer satisfaction towards customer loyaly of modern stores.; while retail marketing mix application has a positive influence. Retail marketing mix application has more dominant influence than customer expectation. The result of the research also shows that customer satisfaction has positive intervening between customer expectation retail marketing mix application towards customer loyalty of modern stores in Surabaya.

Keywords: customer expectation, retail marketing mix, loyalty

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