Consumer Response to Service Quality: Gender's Role on Customer Satisfaction (Case Study on Tasikmalaya Batik SME’s Consumers)

Abstract

This study aims to explain the role of gender as a moderating variable in the influence of service quality on consumer satisfaction of batik SMEs in Tasikmalaya City by involving 115 respondents by distributing questionnaires. The data analysis technique used in this study was moderated regression analysis. The results of this study indicate that service quality has a significant effect on Batik consumer satisfaction in Tasikmalaya City. Then the Gender variable moderates the effect of service quality on customer satisfaction, the gender variable as a moderating variable strengthens the effect of service quality variables on consumer satisfaction in batik in Tasikmalaya. Management or owners are expected to consider gender factors in providing services, this is because these variables can be used as an indication of how the level of customer satisfaction differs from the gender aspect depending on the needs and considerations of each individual.