CORRELATION ANALYSIS BETWEEN THE SERVICE QUALITY, CUSTOMER SATISFACTION, AND CUSTOMER LOYALTY OF VIVA GENERIK PHARMACY IN SEMARANG
Abstract: Today, pharmacy
service has become more developed along with the enhancement of society
awareness of the importance of health. Therefore, as one of the health service
facilities, pharmacy is required not only to give priority on product prices
and varieties but also to provide qualified service for the patients. Viva
Generik pharmacy as a new comer should have the ability to understand the
situation and should have the competitive advantage. This study used a survey method.
Data were collected with a purposive sampling method using the instrument of
closed questionnaires. The questionnaires were tested for the validity and the
reliability to 40 respondents who were the consumers of Viva Generik pharmacy.
Questionnaires were given to 150 respondents, then were analyzed using
qualitative descriptive statistics to identify the respondents’ characteristic.
Quantitative analysis was used to identify the quality of the service and to
see the correlation between service quality, satisfaction, and customer loyalty
of Viva Generik pharmacy. As a result, Viva Generik pharmacy’s consumers tended
to agree that the quality of service given by Viva Generik pharmacy was good.
Simultaneously, service quality variables gave a positive impact to the
customer satisfaction and the customer loyalty. It was just the tangible
dimension that gave the significant impact on the customer satisfaction and
customer loyalty. It was also disclosed that the customer satisfaction brought
a significant impact on the customer loyalty to Viva Generik pharmacy.
Keywords: customer
satisfaction; loyalty; Viva Generik; service quality
Penulis: Eva Monica, Basu
Swastha Dharmmesta, Suci Paramitasari Syahlani
Kode Jurnal: jpfarmasidd170446
