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The Effect of Product Quality and Customer Value on Satisfaction and Loyalty

Euis Soliha, R. Basiya, Rochmani Rochmani, Audelia Dewi Darmawan, Udin Udin

Abstract


Aim: This study aims to analyze the effect of product quality and customer value on satisfaction and loyalty. Materials and methods: The population used in this study is adult customers who have consumed generic drugs in Semarang City - Indonesia. The questionnaires used are answered by 147 customers who had made a purchase transaction. Results: The results of the study indicate that product quality has a positive and significant effect on customer value, satisfaction, and loyalty. Customer value has a positive and significant effect on satisfaction but not on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Conclusion: Mediation test result reveals that customer satisfaction mediates the relationship between customer value and customer loyalty.


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