The Influence of Retail Service Quality Towards Loyalty : A Survey at Pt Santafi Travel's Customers in Cikarang

With around 70 million people of middle class income in Indonesia and the passion to travel which is also increasing year by year up to 9 million, PT Santafi Travel should have taken advantage in expanding the travel business,but instead they are declining. Lack of customer loyalty which is the result of lack satisfaction might be one of the reasons. Hence, this research aim is to examine the effect of retail service quality scale (RSQS) and customer satisfaction on loyalty. RSQS was developed by Dhabolkar expanding SERVQUAL by PARASURAMAN which he found not suit for retail business. Quantitative approach was used with 250 samples. Validity test with factor analysis came out to be valid and reliability test with Cronbach's alpha came out ranging from 0.6 to 0.65. As for the Multiple Regression, data were adequate to proceed since they passed the classical assumptions model.From the coefficient of determination dependent variables can explain about 23.7% of the variation in dependent variable. Partially, each independent variable (RSQS) influences Customer Loyalty. Reliability has the highest influence towards Customer Loyalty, followed by Personal Interaction, Problem Solving, and Physical Aspects