| Issue |
E3S Web of Conf.
Volume 444, 2023
4th International Conference on Agribusiness and Rural Development (IConARD 2023)
|
|
|---|---|---|
| Article Number | 02059 | |
| Number of page(s) | 6 | |
| Section | Agricultural Economic and Business | |
| DOI | https://doi.org/10.1051/e3sconf/202344402059 | |
| Published online | 14 November 2023 | |
Customer Satisfaction Towards Service Quality of Purchasing Chicken Meat On-site and through WhatsApp Services (Study of UD Sulastri)
1 Department of Agribusiness, Faculty of Agriculture, Universitas Muhammadiyah Yogyakarta, Indonesia
2 Universiti Teknikal Malaysia Melaka, Jalan Hang Tuah Jaya, 76100 Durian Tunggal, Melaka, Malaysia
* Corresponding author: widodo@umy.ac.id
Customer satisfaction is an essential aspect of a large and small-scale business. A high level of satisfaction encourages customers’ product loyalty. The presence of constraints within small enterprises, encompassing various types of services and resources available, promotes investigating the strategies applied to ensure customer satisfaction. This study aimed to compare customer satisfaction towards service quality within purchasing chicken meat on-site and through WhatsApp. The research was conducted at UD Sulastri, one of the chicken meat retailers with high daily demand. Accidental sampling was employed to obtain 56 samples of on-site purchases and 20 on WhatsApp purchases. Assessment of satisfaction was applying a structured questionnaire containing profile questions and indicators related to tangibility, reliability, responsiveness, assurance, and empathy. The results revealed that customers at UD Sulastri were very satisfied with all measured dimensions. The average score of tangibility and empathy on purchases through WhatsApp was higher than on-site purchases. Purchasing through WhatsApp did not involve complex cognitive aspects. Hence, a prompt and efficient response was sufficient to provide customers satisfaction. Future research is suggested adjusting the dimensions based on the specific aspects related to the products to enhance the representativeness of the results.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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