IDENTIFIKASI SERVICE QUALITY HYPERMART DI SURABAYA DAN PENGARUHNYA TERHADAP PERILAKU PENGUNJUNG MENGGUNAKAN MODEL RETAIL SERVICE QUALITY SCALE (RSQS)

Abstract

Hypermart is one of modern retail category in Indonesia that has steady growth year by year. There are many new comers in this retail business setting. Consequently, the retailers today must differentiate themselves than the competitor. Service quality is accepted as an aspect that has big influences for customer decision to choose a hypermarket. That influences the consumption behavior in terms of the customer’s intention to visit, intention to recommend this store and intention to make purchases of this store’s merchandise in future. The purpose of this research is to identify the service quality of Hypermart nowadays. The researcher finds consumer’s complaint in some media about the services that Hypermart offered. The researcher also wants to identify that the RSQS model developed by Dabholkar et al. (1996) is applicable for measuring retail service quality in the Indonesian business setting, specifically in the context of hypermarket stores. Furthermore, this research is purposed to identify the correlation between service quality and future consumption behavior. RSQS model has five basic dimensions such as physical aspects, reliability, personal interaction, problem solving and policy. Data were collected by using questionnaires survey. These questionnaires distributed out to 210 respondents who were visiting the store or visited the stores at last seven days. To test the model, researcher used descriptive statistic and multivariate analysis. Researcher employed confirmatory factor analysis with partial disaggregation, convergent validity, discriminant validity dan criterion-related validity. This research found that the service qualities of overall dimension are good and customers agree to visit, recommend the store and make purchases in future. Retail Service Quality Scale model is highly suited for measuring service quality of Hypermart in Surabaya. This research also found that all five basic dimensions are strongly correlated with future consumption behavior.