The Influence of Perceived Quality of Service Affecting Customer Relationship Quality in Retail Business of Providing Information Technology System, E-Merchant Co., Ltd.

Abstract

The objective of this research is to study the influence of service quality perception on the quality of relationships with service users in the retail business of information technology service systems, E-Merchants Co., Ltd. The sample group consisted of 336 customers using the information technology services of E-Merchants Co., Ltd., specifically in the department store section of Lotus. Data was collected using questionnaires. Statistical methods used for data analysis included frequency, percentage, mean, standard deviation, t-test analysis, analysis of variance, and multiple regression analysis. The research findings reveal that 1) perceived service quality has a positive effect on the quality of relationships with service users, particularly in the areas of assurance, understanding of customers, personality, and competence (R square = 0.291, p < 0.05), with statistical significance at the 0.05 level. 2) Effective communication has a positive effect on perceived service quality and the quality of relationships with service users (R square = 3.081, Sig = 0.000), with statistical significance at the 0.05 level. 3) Customer relationship management has a positive effect on perceived service quality and the quality of relationships with service users (R square = 2.646, Sig = 0.000), with statistical significance at the 0.05 level. These findings can be used to improve service quality and customer relationships, such as enhancing communication between customers and employees and improving customer relationship management processes to increase customer satisfaction in the future.