Perceived Service Quality of Frozen Yogurt in Indonesia

Abstract

In recent years, frozen yogurt industry has experienced dramatic growth in Indonesia. One of the biggest player of frozen yogurt industry in Indonesia is Sour Sally. Sour Sally is gaining popularity and the number of people who consume it is constantly increasing. Moreover, Sour Sally actively created the yogurt phenomenon in Indonesia. This study aims to examine the factors that significantly affect behavioral intention of Sour Sally's consumer in Surabaya. The variables that will be tested are service quality, food quality, and perceived value that will affect customer satisfaction and lead to behavioral intentions. This study uses a quantitative approach using Multiple Regression through SPSS 16. The samples use 200 respondents with non probability sampling technique and the sampling method is purposive sampling. The results of this study can be used to increase frozen yogurt industry in Indonesia.

Keywords: Perceived Service Quality, Customer Satisfaction, Behavioral Intention, Frozen Yogurt Industry