Examining the Impact of Customer Orientation and Service Quality on Customer Satisfaction: The Mediating Role of Service Quality

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Published: Dec 28, 2024
DOI: https://doi.org/10.56799/ekoma.v4i2.6044
Keywords:
Customer Orientation, service quality, customer satisfaction, Hasna Fried Chicken

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Aisyah Adini Putri
Universitas Esa Unggul
Puspita Chairun Nisa Baskara
Universitas Esa Unggul
Ika Baskara
Universitas Esa Unggul
Unggul Kustiawan Baskara
Universitas Esa Unggul

Abstract

This study aims to examine the influence of Customer Orientation and Service Quality on Customer Satisfaction in the context of Hisana fried chicken purchases. This quantitative research collected data through questionnaires distributed to 130 consumers who purchased Hisana fried chicken, using a purposive sampling technique. The data were analyzed using the Structural Equation Modeling - Partial Least Square (SEM-PLS) method to assess the relationships between variables. The results indicate that Customer Orientation has a positive effect on Customer Satisfaction, Customer Orientation positively influences Service Quality, and Service Quality positively affects Customer Satisfaction. However, Service Quality does not mediate the relationship between Customer Orientation and Customer Satisfaction. These findings provide insights for restaurants to enhance Customer Orientation and Service Quality as strategies to strengthen customer satisfaction.

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How to Cite
Adini Putri, A., Baskara, P. C. N., Baskara, I., & Baskara, U. K. (2024). Examining the Impact of Customer Orientation and Service Quality on Customer Satisfaction: The Mediating Role of Service Quality. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 4(2), 3284–3292. https://doi.org/10.56799/ekoma.v4i2.6044
Issue
Vol. 4 No. 2: Januari 2025
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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