The Influence of Customer Interface Quality (CIQ) on Consumer Satisfaction and its Impact on Consumer Loyalty
DOI:
https://doi.org/10.55606/ijemr.v3i3.496Keywords:
Customer Interface Quality (CIQ), Consumer Satisfaction, Consumer Loyalty, Retail Service, Basmalah Store, Customer Experience, Quantitative Research, Service QualityAbstract
In today's increasingly competitive retail environment, Customer Interface Quality (CIQ) plays a vital role in shaping consumer satisfaction and fostering loyalty. This study focuses on the retail setting of Basmalah Store in Pamekasan Regency, aiming to investigate the influence of CIQ on consumer satisfaction and its subsequent impact on consumer loyalty. The research addresses the problem of how digital and physical interface elements affect consumer perceptions and behavior in retail service encounters. The objective is to identify whether enhancing CIQ can significantly improve customer satisfaction and lead to stronger loyalty. A quantitative research design was employed using a survey method, targeting a sample of 100 consumers selected through purposive sampling. Data were collected from individuals who had shopping experiences at Basmalah Store during a defined period. The analysis reveals that CIQ has a significant positive effect on consumer satisfaction, which in turn significantly contributes to consumer loyalty. The synthesis of findings suggests that improving customer interface elements—such as ease of use, responsiveness, and visual appeal—can foster higher levels of satisfaction, encouraging consumers to remain loyal to the brand. This study concludes that retail businesses should strategically invest in optimizing customer interface features to strengthen customer relationships and sustain long-term business performance.
References
A. N. H. Le and X.-D. Nguyen-Le, “A moderated mediating mechanism of omnichannel customer experiences,” Int. J. Retail Distrib. Manag., vol. 49, no. 5, pp. 595–615, Jan. 2021, doi: 10.1108/IJRDM-02-2020-0054.
C. Gerea, F. Gonzalez-Lopez, and V. Herskovic, “Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda,” Sustainability, vol. 13, no. 5. 2021. doi: 10.3390/su13052824.
B. Barann, J. H. Betzing, M. Niemann, B. Hoffmeister, and J. Becker, “Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail,” Electron. Mark., vol. 32, no. 2, pp. 523–545, 2022, doi: 10.1007/s12525-020-00445-0.
M. Dehnert and J. Schumann, “Uncovering the digitalization impact on consumer decision-making for checking accounts in banking,” Electron. Mark., vol. 32, no. 3, pp. 1503–1528, 2022, doi: 10.1007/s12525-022-00524-4.
L. (Xuehui) Gao, E. de Haan, I. Melero-Polo, and F. J. Sese, “Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention,” J. Acad. Mark. Sci., vol. 51, no. 2, pp. 334–371, 2023, doi: 10.1007/s11747-022-00898-z.
G. Kankam, “Service quality and business performance: the mediating role of innovation,” Discov. Anal., vol. 1, no. 1, p. 6, 2023, doi: 10.1007/s44257-023-00006-7.
Y. Lau and T. L. Yip, “The Asia cruise tourism industry: Current trend and future outlook,” Asian J. Shipp. Logist., vol. 36, no. 4, pp. 202–213, 2020, doi: https://doi.org/10.1016/j.ajsl.2020.03.003.
S. Molinillo, R. Aguilar-Illescas, R. Anaya-Sánchez, and E. Carvajal-Trujillo, “The customer retail app experience: Implications for customer loyalty,” J. Retail. Consum. Serv., vol. 65, p. 102842, 2022, doi: https://doi.org/10.1016/j.jretconser.2021.102842.
P. Dabral, K. Chelamallu, E. Sthapit, P. Björk, and S. Piramanayagam, “Towards a better understanding of customer satisfaction with shopping mall food courts,” J. Hosp. Tour. Insights, vol. 8, no. 5, pp. 1867–1884, Jan. 2025, doi: 10.1108/JHTI-05-2024-0494.
M. U. H. Uzir, I. Jerin, H. Al Halbusi, A. B. A. Hamid, and A. S. A. Latiff, “Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates?,” Heliyon, vol. 6, no. 12, p. e05710, 2020, doi: https://doi.org/10.1016/j.heliyon.2020.e05710.
A. H. Tahir, M. Adnan, and Z. Saeed, “The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review,” Heliyon, vol. 10, no. 16, p. e36254, 2024, doi: https://doi.org/10.1016/j.heliyon.2024.e36254.
Muhammad Umair Wattoo, Jianguo Du, Fakhar Shahzad, and Shakila Kousar, “Shaping E-commerce Experiences: Unraveling the Impact of Service Quality on Youth Customer Behavior in a Developing Nation,” SAGE Open, vol. 15, no. 1, p. 21582440241311784, Jan. 2025, doi: 10.1177/21582440241311786.
Zainurrafiqi et al., “The Effect of Customer Interface Quality (CIQ), CRM and CSR on Customer Satisfaction and Customer Loyalty: Evidence from Indonesia,” Int. J. Soc. Sci. Hum. Res., vol. 6, no. 1, pp. 220–230, 2023, doi: 10.47191/ijsshr/v6-i1-30.
V. Mittal et al., “Customer satisfaction, loyalty behaviors, and firm financial performance: what 40 years of research tells us,” Mark. Lett., vol. 34, no. 2, pp. 171–187, 2023, doi: 10.1007/s11002-023-09671-w.
G. Agag et al., “Understanding the link between customer feedback metrics and firm performance,” J. Retail. Consum. Serv., vol. 73, p. 103301, 2023, doi: https://doi.org/10.1016/j.jretconser.2023.103301.
W. H. Zainurrafiqi , Ria Racawati , Devi Lestari Pramita Putri , Enza Resdiana , Endang Widyastuti , Qaiyim Asy’ari , Rusdiyanto, “The Determinants And Consequents Of Competitive Advantage Based Of Local Wisdom At The Micro, Small, And Medium Enterprise : Evidence From Indonesia,” Solid State Technol., vol. 63, no. 6, pp. 1604–1620, 2020, [Online]. Available: http://solidstatetechnology.us/index.php/JSST/article/view/2260
Z. and Gazali, “Supply Chain Digitalization, Green Supply Chain, Supply Chain Re-silience Toward Competitiveness and MSMEsPerformance,” J. Apl. Manaj., vol. 22, no. 1, pp. 175–192, 2023, doi: http://dx.doi.org/10.21776/ub.jam.2024.022.01.14.
Z. and Gazali, “Pengaruh Digitalisasi Rantai Pasokan Dan Rantai Pasokan Hijau Terhadap Daya Saing Usaha Mikro Kecil Menengah Di Kabupaten Pamekasan,” Public Corner Fak. Ilmu Sos. Dan Ilmu Polit., vol. 18, no. 2, pp. 69–81, 2023, doi: https://doi.org/10.24929/fisip.v18i2.2973.
Zainurrafiqi & Siti Salama Amar, “Pengaruh Innovation Capability dan Blue Ocean Strategy terhadap Competitive Advantage dan Business Performance,” Assyarikah J. Islam. Econ. Bus., vol. 2, no. 2, pp. 73–100, 2021, doi: https://doi.org/10.28944/assyarikah.v2i2.438.
Zainurrafiqi dan Nurul Hidayati, “Pengaruh Financial literacy terhadap Financial Behavior dan Firm Performance dengan Religiosity Sebagai Variabel Moderasi (Survey pada Usaha Mikro Kecil Menengah Di Madura),” Public Corner, vol. 16, no. 2, pp. 100–118, 2021, doi: https://doi.org/10.24929/fisip.v16i2.2205.
N. F. A. Zainurrafiqi, Gazali, Zef Risal, Rachman Hakim, Rusdiyanto, “Organizational Resilience, Strategic Foresight, and Green Supply Chain Integration: A Pathway to Sustainable Performance in MSMEs Through Green Competitive Advantage,” J. Manag. World, vol. 4, no. 856–866, 2024, doi: https://doi.org/10.53935/jomw.v2024i4.552.
Zainurrafiqi, Gazali, Q. Nuzulul, and H. Nurul, “The Effect of Organization Learning Capability and Organizational Innovation on Competitive Advantage and Business Performance,” Russ. J. Agric. Socio-Economic Sci., vol. 3, no. 99, pp. 9–17, 2020, doi: https://doi.org/10.18551/rjoas.2020-03.02.
Z. Z. and G. Gazali, “The Effect Of Green Entrepreneur Orientation On Network Resource Acquisition And Small And Medium Enterprises’ Business Performance With Knowledge Transfer And Integration And Green Technology Dynamism as Moderator Variables,” Indones. Interdiscip. J. Sharia Econ., vol. 6, no. 1, pp. 136–153, 2023, doi: https://doi.org/10.31538/iijse.v6i1.2722n.
H. H. Chang and S. W. Chen, “The impact of customer interface quality, satisfaction and switching costs on e-loyalty: Internet experience as a moderator,” Comput. Human Behav., vol. 24, no. 6, pp. 2927–2944, 2008, doi: https://doi.org/10.1016/j.chb.2008.04.014.
J. Abigail, V. P. Sari, and D. Saputra, “The Influence of Product Quality and Online Shopping Experience (OSE) on Consumer Loyalty Through Customer Satisfaction on Local Skincare Products,” Procedia Comput. Sci., vol. 234, pp. 537–544, 2024, doi: https://doi.org/10.1016/j.procs.2024.03.037.
T. Guo, S. Zhong, X. Wang, and S. Ma, “Price promotion considering the reference price effect and consumer loyalty: Competition between first-party and third-party retailers,” Comput. Ind. Eng., vol. 175, p. 108841, 2023, doi: https://doi.org/10.1016/j.cie.2022.108841.
A. S. Ferdous, H. S. Akareem, M. Viswanathan, L. D. Hollebeek, and A. Ringer, “Boosting app-based mobile financial services engagement in B2B subsistence marketplaces: The roles of marketing strategy and app design,” Ind. Mark. Manag., vol. 119, pp. 147–161, 2024, doi: https://doi.org/10.1016/j.indmarman.2024.04.014.
Sonali Singh, Sumeet Singh Jasial, Richa Misra, and Ajay Bansal, “Online Retail Service Quality: What Matters Most for Customer Satisfaction?,” FIIB Bus. Rev., vol. 13, no. 5, pp. 600–615, Apr. 2023, doi: 10.1177/23197145231151736.
D. van Lierop and A. El-Geneidy, “Enjoying loyalty: The relationship between service quality, customer satisfaction, and behavioral intentions in public transit,” Res. Transp. Econ., vol. 59, pp. 50–59, 2016, doi: https://doi.org/10.1016/j.retrec.2016.04.001.
D. Ghorbanzadeh and A. Rahehagh, “Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty,” Rajagiri Manag. J., vol. 15, no. 1, pp. 16–38, Jan. 2021, doi: 10.1108/RAMJ-05-2020-0024.
H. Evanschitzky, V. Stan, and L. Nagengast, “Strengthening the satisfaction loyalty link: the role of relational switching costs,” Mark. Lett., vol. 33, no. 2, pp. 293–310, 2022, doi: 10.1007/s11002-021-09590-8.
Nita Umashankar, S. Cem Bahadir, and Sundar Bharadwaj, “Despite Efficiencies, Mergers and Acquisitions Reduce Firm Value by Hurting Customer Satisfaction,” J. Mark., vol. 86, no. 2, pp. 66–86, Oct. 2021, doi: 10.1177/00222429211024255.
A. Biswas, C. Subrata, B. Parama, and P. and Samanta, “Understanding the relationship between in-store and online shopping channel choice behaviour of customers: a systematic literature review,” Cogent Bus. Manag., vol. 11, no. 1, p. 2402510, Dec. 2024, doi: 10.1080/23311975.2024.2402510.
I. O. Asante, Y. Jiang, and X. Luo, “Leveraging Online Omnichannel Commerce to Enhance Consumer Engagement in the Digital Transformation Era,” Journal of Theoretical and Applied Electronic Commerce Research, vol. 20, no. 1. 2025. doi: 10.3390/jtaer20010002.
Y. Chen and T. Chi, “Beyond the storefront: empirical insights into consumers’ responses to omnichannel apparel retailers,” Mark. Intell. Plan., vol. 42, no. 2, pp. 284–303, Jan. 2024, doi: 10.1108/MIP-06-2023-0306.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 International Journal of Economics and Management Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
