Analysis of Customer Satisfaction Measurement on Department Store Customers

Abstract

This study aims to develop and test a customer satisfaction measurement tool that refers to Wilkie's theory (1994). This measurement tool consists of 10 items developed to evaluate customer satisfaction at Matahari Department Store. The research sample involved 177 randomly selected customers. The discrimination power test was conducted to ensure that each item has the ability to distinguish between satisfied and dissatisfied respondents. The results of the discrimination power test showed that the ten items passed the test with a qualified level of significance. However, the results of further analysis showed that the ten items did not fully describe the uniqueness of the measurement for respondents with the characteristics of Matahari Department Store customers. This indicates that although this measurement tool is effective in measuring satisfaction in general, adjustments or additions of more specific items are needed to capture the unique characteristics of customers at Matahari Department Store. This study contributes to the development of customer satisfaction measurement tools and offers insight into the importance of adjusting the measurement tool to the specific characteristics of target respondents.