Service Quality Analysis to Improve Performance of Traditional Market in Growing Countries

Abstract

Services in general are intangible and cannot be fully owned by consumers. Consumers pay in return for the convenience, service and satisfaction they receive from the service, not for ownership of the service. Service is an activity or benefit offered to consumers or service users so that it can satisfy or meet consumer needs and desires. If not controlled, this can have a negative impact on the company, because many customers feel dissatisfied. From the data above, it can be said that many outlets do not necessarily have high consumption value either. High consumer value creates customer loyalty. This is the basis for consumers to be able to buy products or services from the same place repeatedly and not switch to other competing companies. The existence of very busy peak periods is a problem in itself for service marketing.