Service Quality and Customer Satisfaction in the Retail Industry: A Study of Alfamart in Bekasi

Purpose: This study examines the effect of service quality on customer satisfaction among Alfamart customers in Bekasi, Indonesia, where increasing retail competition makes customer retention a strategic priority.

Research Methodology: A quantitative descriptive approach was used. From a population of 590 customers, 85 respondents were selected through accidental sampling using the Slovin formula. Data were collected through Likert-scale questionnaires based on the five SERVQUAL dimensions and analyzed using validity, reliability, and simple linear regression tests with IBM SPSS Statistics 17.

Results: All questionnaire items were valid and reliable. The regression equation was Ŷ = 35.344 + 0.355X. Service quality had a positive and significant effect on customer satisfaction (t = 2.293; p = 0.024 < 0.05; β = 0.244), indicating that better service quality leads to higher customer satisfaction.

Conclusions: Service quality significantly improves customer satisfaction at Alfamart in Bekasi. Enhancements in tangibility, reliability, responsiveness, assurance, and empathy contribute to greater customer satisfaction.

Limitations: The study was limited to one retail chain in Bekasi with a relatively small sample size. Other factors affecting customer satisfaction, such as price, product variety, and convenience, were not included in the analysis.

Contributions: This study provides empirical evidence on the relationship between service quality and customer satisfaction in Indonesia’s retail sector and offers practical guidance for improving service performance.