Published on International Journal of Economics & Business
ISSN: 2717-3151, Volume 1, Issue 2, page 10 – 19
Publication Date: 9 November 2018
Raden Andi Sularso, Iwan Mulyawan, Lanny Purnama Kosasi, Raden Roro Lia Chairina, Purnamie Titi Sari & Fajar Destari
Raden Andi Sularso, Purnamie Titisari & Fajar Destari
Faculty of Economics & Business, University of Jember, Indonesia
Bandung Polytechnic, Indonesia
Lanny Purnama Kosasi
Pancasetia Banjarmasin Economics College, Indonesia
Raden Roro Lia Chairina
Jember Polytechnic, Indonesia
This study is included in explanatory research. The population is 18 Matahari Department retail Store in East Java. The respondents in this study are employees of salespeople and consumers, this study is also called dyad research, because it uses two different respondents, while the technique of drawing proportional rondom sampling and sub-samples of consumer sub-samples simple random sampling Data analysis methods used Generalized Structured Components Analysis (GSCA). This study concludes that: 1) Job satisfaction has a significant and positive effect on OCB; 2) Job satisfaction has no significant effect on satisfaction; 3) Job satisfaction has a significant and positive effect on the quality of consumer interaction; 4) OCB has a significant and positive effect on the quality of consumer interaction; 5) OCB has no significant effect on the quality of consumer interaction; 6) Quality of consumer interaction has a significant and positive effect on customer satisfaction; and 7) Consumer satisfaction has no significant effect on consumer loyalty..
Keywords: Job Satisfaction, OCB, Quality of Consumer Interaction, Customer Satisfaction, Customer Loyalty.
Research on the relationship between employee satisfaction and customer satisfaction in the retail sector is still not widely done, it is expected that the results of this study can be a reference that supports further studies related to the relationship of employee job satisfaction and customer satisfaction. The object of this study is Matahari Department Store for several reasons. Matahari Department Store is one of the pioneering local retailers of the concept of the first Department Store in Indonesia that is growing rapidly and is able to compete with outside retailers entering Indonesia. Matahari Department Store itself has been a company that went public since 1992.
Global companies experience a shift from conventional approaches to contemporary approaches (Tjiptono, 2011: 480). Conventional approaches emphasize customer satisfaction, cost reduction, market share, and market research. While the contemporary approach focuses on customer loyalty, customer retention, zero defections, and lifelong customers. One strategy that can facilitate customer satisfaction and loyalty is relationship marketing (RM). The theoretical study which is the basis for studying the formation of the relationship between employee job satisfaction and customer satisfaction and customer loyalty refers to the basis of relationship marketing theory.
Gronroos (1990) defines relationship marketing by developing, maintaining, improving and commercializing customer relations to achieve the goals of all parties involved. Relationship marketing not only emphasizes the relationship between organizations and customers, but also with other stakeholders. In the field of consumer satisfaction management (Fornell et, al., 1996; Oliver, 1996) and employee job satisfaction (Brown and Peterson, 1993; Churchill et. Al., 1985) are two of the most studied fields, but not much research connecting the two into one study, although theoretically consumer satisfaction is strongly related to employee satisfaction (Robbins and Judge, 2008: 115; Kotler and Keller, 2012: 364).
2. Literature Review
The Homburg and Stock (2004) study concluded that the relationship between job satisfaction and customer satisfaction is very strong, especially when the quality of consumer interaction increases. This study developed a study conducted by Homburg and Stock (2004), in addition to the three variables above this study included variables of organizational citizenship behavior (OCB) and loyalty generated from studies of other studies. The Homburg and Stock (2004) study only looked at the relationship of employee satisfaction and customer satisfaction through the quality of interactions based on consumer perceptions, but in this study included OCB variables based on employee perceptions ………
3. Research Methodology
The population of this study was carried out at the Matahari Department Store retail in Java as many as 18 retailers with an analysis unit of salespeople and consumers. This study is also called dyadic research because it uses two different respondents, while the technique of drawing sub-samples of employees using proportional rondom sampling and the technique of withdrawing consumer sub-samples is done by simple random sampling, which is taking consumers served by respondents using odd numbers (1st, 3rd and so on).
Determination of the sample in this study uses the following formula (Anderson et., Al, 2011: 326);
Where: n is the sample size, zα / 2 is the confidence level used (95% = 1.96), σ is the population standard deviation (using 9.65) and E is the margin of error (using 2). If the data is entered in a formula, it will get n = 89.43 or = 90 people.
The number of salespeople who became a sample is 90 salespeople. Following previous dyadic research (Hartline and Ferrell, 1996; Roman & Iacobucci, 2010), every one (1) salesperson will ………