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This research article investigates the impact of service quality and price on customer satisfaction and loyalty at Pamella Supermarket in D.I. Yogyakarta. It finds that while service quality positively affects customer satisfaction and loyalty, price does not significantly influence customer loyalty but does have an indirect effect through customer satisfaction. The study highlights the importance of customer satisfaction as a mediating factor in enhancing customer loyalty in retail businesses.
- Author
- Karenia Vinasih Dwi Ariyohan
- Language
- EN