THE EFFECT OF SERVICE QUALITY AND OPERATIONAL EFFICIENCY ON CUSTOMER SATISFACTION AT MAJU SUPERMARKET WITH MMTC MEDAN

Abstract

This study aims to analyze the influence of service quality and operational efficiency on customer satisfaction at SMTC Medan Maju Bersama Swalayan Maju. Service quality and operational efficiency are believed to be crucial factors in shaping customer experience and satisfaction in the retail sector. A quantitative approach was used in this study with a survey method. The research population was all customers of Swalayan Maju Bersama MMTC Medan, and the sample was taken using the purposive sampling  technique of 100 respondents. Primary data were collected through questionnaires distributed to respondents, and analyzed using multiple linear regression analysis with the help of the SPSS program. The results of the study show that both service quality and operational efficiency partially and simultaneously have a positive and significant effect on customer satisfaction at SMTC Medan Maju Bersama Swalayan Maju. These findings indicate the importance for the management of SMTC Medan's Maju Bersama Supermarket to continue to improve service standards and optimize operational processes to maintain and increase customer loyalty.