Approach to Qualitative Methods in Digging Deeper: Influence of Product Quality, Service Quality, and Customer Satisfaction on Consumer Loyalty (Case Study at Alfamart Retails in East Java)

Abstract

Purpose - This paper aims to determine of approach to qualitative methods in digging deeper into the influence of the quality of service, product quality and customer satisfaction on consumer loyalty and case study at retails Alfamart in East Java.Design/methodology/ approach - Field research was conducted. The guidelines for each informant interviews were prepared of the question research and relevant with subjects.Findings - Based on the results of in-depth interviews, the researchers get more input on the role of the variables: quality of service, product quality, customer satisfaction and all variables have a significant effect on customer loyalty.Research limitation/implications - Firstly the growth in the number of modern retail every year is grow up to 30% and samples were taken only from three district and in fact in East Java has 38 districts. Secondly modern retail studied specifically only Alfamart retails and many modern retail in addition to Alfamart.

Keywords: qualitative, retail, alfamart, service, product quality, satisfaction, customer loyalty