ANALYSIS OF THE ROLE OF SERVICE QUALITY, PRICE, AND PRODUCT QUALITY IN SHAPING CUSTOMER SATISFACTION

Nadia Siti Regina, Parensi Nabela, Nur Azizah, Rahmadani Hidayat

Abstract


Customer satisfaction is one of the key indicators of a company's success amid increasingly intense business competition in both the service and manufacturing sectors. This study aims to analyze the roles of service quality, price, and product quality in influencing customer satisfaction. This study employs a qualitative approach using a literature review method to develop an in-depth understanding of how service quality, price, and product quality influence customer satisfaction based on previous research findings. The literature review indicates that service quality plays an important role in enhancing customer satisfaction. Customer satisfaction also tends to increase when prices are perceived as fair and commensurate with the benefits received by customers. Product quality is another factor influencing customer satisfaction, particularly in terms of product performance, durability, conformance to specifications, and perceived value. Most previous studies indicate that these three variables, both individually and simultaneously, have a positive and significant influence on customer satisfaction. However, the findings vary across different industry contexts and research settings.

Kepuasan pelanggan merupakan salah satu indikator utama keberhasilan perusahaan dalam menghadapi persaingan bisnis yang semakin ketat, baik pada sektor jasa maupun manufaktur. Penelitian ini bertujuan untuk mengkaji dan menganalisis peran kualitas pelayanan, harga, dan kualitas produk sebagai faktor pembentuk kepuasan pelanggan.  Metode yang digunakan dalam penelitian ini adalah penelitian kualitatif menggunakan teknik studi literatur yang menekankan pada analisis dari  hasil penelitian terdahulu untuk menghasilkan pemahaman yang mendalam mengenai peran kualitas pelayanan, harga, dan kualitas produk terhadap kepuasan pelanggan. Hasil kajian literatur menunjukkan bahwa kualitas pelayanan memiliki peran penting dalam meningkatkan kepuasan pelanggan, harga yang dipersepsikan adil dan sesuai dengan manfaat yang diterima pelanggan terbukti mampu meningkatkan kepuasan pelanggan. Sementara itu, kualitas produk turut menjadi faktor yang memengaruhi kepuasan pelanggan, terutama terkait dengan kinerja produk, daya tahan, kesesuaian spesifikasi, serta nilai guna produk bagi konsumen. Sebagian besar penelitian terdahulu menunjukkan bahwa ketiga variabel tersebut secara simultan maupun parsial berpengaruh positif dan signifikan terhadap kepuasan pelanggan, meskipun terdapat perbedaan hasil pada beberapa konteks industri dan objek penelitian.


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DOI: https://doi.org/10.56486/kompleksitas.vol15no2.1137

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