The Effects of Service Quality and Product Quality on Customer Satisfaction at FamilyMart Gold Coast PIK, North Jakarta
DOI:
https://doi.org/10.56127/jukim.v5i05.3088Keywords:
Convenience Store, Customer Satisfaction, Modern Retail, Product Quality, Service QualityAbstract
Modern convenience stores must provide fast service and maintain the quality and availability of ready-to-consume food and beverages to meet customer expectations. Long cashier queues during peak hours and the occasional unavailability of popular products may reduce customer satisfaction and encourage customers to choose competing stores. Although previous studies have examined service quality and product quality, evidence from a convenience-store setting in an urban mixed-use area remains limited. Objective: This study aimed to analyze the partial and simultaneous effects of service quality and product quality on customer satisfaction at FamilyMart Gold Coast PIK, North Jakarta. Method: This quantitative explanatory study involved 180 customers aged at least 17 years who had purchased food or beverages at the store. Respondents were selected using convenience sampling. Data were collected using a 36-item, five-point Likert-scale questionnaire and analyzed using validity and reliability tests, Kolmogorov–Smirnov normality test, multicollinearity, Glejser heteroscedasticity, linearity tests, multiple linear regression, partial t-tests, simultaneous F-tests, and the coefficient of determination. Findings: Service quality had a positive but insignificant partial effect on customer satisfaction ((B = 0.021); (t = 0.487); (p = 0.627)). Product quality had a positive and significant effect ((B = 0.298); (= 0.713); (t = 12.216); (p < 0.001)) and was the dominant variable. Simultaneously, service quality and product quality significantly affected customer satisfaction ((F = 99.152); (p < 0.001)), explaining 52.8% of its variation. Implications: Store management should prioritize product freshness, taste, cleanliness, consistency, and the availability of popular products during peak hours while maintaining transaction speed and responsiveness. Originality: This study provides outlet-specific evidence on the relative importance of service quality and product quality among frequent customers of a convenience store located in the Gold Coast PIK urban mixed-use area.
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