Retail service quality, satisfaction, and trust: the key to shopper loyalty in the context of the Indonesian traditional market

The purpose of this paper is to empirically investigate the influence of retail service quality towards satisfaction and trust in the context of the Indonesian traditional market. The proposed model also aims to examine the relationship between retail service quality, satisfaction, trust, and loyalty. A study has been conducted on 400 shoppers in 16 traditional markets around Bandung, Indonesia. Structural equation modelling procedure was used to test the proposed research model. The results of this research indicate that retail service quality positively influences satisfaction and trust. However, it negatively affects loyalty. Furthermore, satisfaction and trust both positively influence loyalty. Similarly, satisfaction also positively influences trust. Satisfaction and trust mediate the relationship between retail service quality and loyalty.