The Role of Satisfaction in Mediating the Effect of Product Quality, Service Quality and Price Fairness on the Consumer Loyalty of Online Store

Abstract

The aims of this study is to reveal the determinants of online store customers’ satisfaction and their loyalty. To do this, a research model including product quality, service quality and price fairness was developed to explain customer satisfaction and loyalty. A total of 165 questionnaires were collected from the customers of the online shopping in Jakarta (the capital of Indonesia), by using the purposive sampling technique, and GSCA statistical program to analyze the data. The results show that all the dimension of service quality has an influence on the customer satisfaction. Moreover, product quality, price fairness and service quality also explain customer satisfaction, and the satisfaction plays important role in mediating the determinants factors of online store customers’ loyalty. This study concludes with the discussion and possible future studies.

Keywords: Product Quality, Service Quality, Price Fairness, Satisfaction, Consumer Loyalty.