The Impact of Service Quality and Price on Customer Satisfaction at UD Rabas Accu
Keywords:
Service Quality, Price, Customer Satisfaction, Automotive Retail, Business StrategyAbstract
This study examines the impact of service quality and price on customer satisfaction at UD Rabas Accu, an automotive battery retail company facing increasing market competition and declining sales. Employing a quantitative approach, the research utilizes multiple linear regression analysis to assess the relationship between service quality, price, and customer satisfaction. Data were collected through a structured survey involving 44 respondents. The findings indicate that both service quality and price significantly influence customer satisfaction, with service quality playing a more dominant role. These results suggest that enhancing service standards and maintaining competitive pricing are crucial strategies for improving customer satisfaction and business performance.
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