Service Quality, Price Perception, and Attraction Image as Determinants of Customer Satisfaction: The Moderating Role of Gender
DOI:
https://doi.org/10.5555/ijosmas.v7i3.614Keywords:
Service Quality; Price Perception; Attraction Image; Gender; Customer SatisfactionAbstract
Customer satisfaction has become an important factor in sustaining coffee shop businesses amid increasingly intense competition. Factors influencing customer satisfaction include Service Quality, Price Perception, and Attraction Image. Previous studies have generally examined these variables separately, while studies integrating these variables with Gender as a moderating variable remain limited. Therefore, this study aims to analyze the effects of Service Quality, Price Perception, and Attraction Image on Customer Satisfaction, with Gender serving as a moderating variable among customers of Kopi Bajawa Bekasi City. A quantitative approach was employed using a survey method through questionnaire distribution to 100 customers. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that Service Quality, Price Perception, and Attraction Image have positive and significant effects on Customer Satisfaction. Gender moderates the relationship between Price Perception and Customer Satisfaction but does not moderate the relationships between Service Quality and Customer Satisfaction or between Attraction Image and Customer Satisfaction. These findings highlight the importance of improving service quality, pricing strategies, and attraction image to enhance customer satisfaction in the coffee shop industry.
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