The Importance of Service Quality in Building Customer Satisfaction and Loyalty in the Service Industry: A Case Study of Hunky Dory Barbershop


  • Muhammad Fakhrul Arifin Business School IPB University
  • Hartoyo Hartoyo Business School IPB University
  • Eva Z Yusuf PT Myriad Research



service quality, customer satisfaction, customer loyalty


The research aimed to see how the influence of service quality was on customer satisfaction and loyalty in Hunky Dory Barbershop. The research was an explanatory research. The sampling technique was done by giving questionnaires to random customers who came to Hunky Dory barbershop. Analysis applied Structural Equation Modeling-Partial Least Square (SEM-PLS) to see the relationship between variables of service quality, price perception, trust, customer satisfaction, and loyalty. The results show that all variables affect customer satisfaction and loyalty, except price perception. It does not affect satisfaction since customers do not consider price when they are satisfied with the service. There is a significant positive relationship between service quality and loyalty which shows that the higher the service quality is, the higher the loyalty will be.

Author Biographies

Muhammad Fakhrul Arifin, Business School IPB University

Student of Business School IPB University

Hartoyo Hartoyo, Business School IPB University

Lecturer at Business School IPB University

Eva Z Yusuf, PT Myriad Research

Director PT Myriad Research


Alsajjan, B. A. (2014). Satisfaction-trust model: Developing customer satisfaction and trust indices for mobile service providers in the UK. International Review of Management and Business Research, 3(2), 1088-1104.

Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: The mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446-462.

Badan Pusat Statistik (BPS). (2017). Hasil pendaftaran (listing) usaha atau perusahaan sensus ekonomi 2016 Provinsi Jawa Barat. Retrieved from

Bahrudin, M., & Zuhro, S. (2015). Pengaruh kepercayaan dan kepuasan pelanggan terhadap loyalitas pelanggan. BISNIS: Jurnal Bisnis dan Manajemen Islam, 3(1), 1-17.

Beneke, J., Hayworth, C., Hobson, R., & Mia, Z. (2012). Examining the effect of retail service quality dimensions on customer satisfaction and loyalty: The case of the supermarket shopper. Acta Commercii, 12(1), 27-43.

Coelho, P. S., & Henseler, J. (2012). Creating customer loyalty through service customization. European Journal of Marketing, 46(3/4), 331-356.

Dabholkar, P. A., & Sheng, X. (2012). Consumer participation in using online recommendation agents: Effects on satisfaction, trust, and purchase intentions. The Service Industries Journal, 32(9), 1433-1449.

El-Manstrly, D., Kandampully, J., & Duddy, R. (2016). Enhancing customer loyalty: Critical switching cost factors. Journal of Service Management, 27(2), 1-45.

Eresia-Eke, C. E., Jammine, C., & Locke, C. (2019). Towards customer satisfaction and loyalty: What cuts it in a hair salon? The Southern African Journal of Entrepreneurship and Small Business Management, 11(1), 1-7.

Farooq, M. S., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of service quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach. Journal of Air Transport Management, 67(March), 169-180.

Ghozali, I., & Latan, H. (2012). Partial Least Square: Konsep, Teknik dan Aplikasi Smart PLS 2.0 M3. Semarang: Badan Penerbit Universitas Diponegoro.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.

Harjati, L., & Venesia, Y. (2015). Pengaruh kualitas layanan dan persepsi harga terhadap kepuasan pelanggan pada maskapai penerbangan Tiger Air Mandala. E-Journal Widya Ekonomika, 1(1), 64-74.

Hunky Dory. (2018). Laporan kegiatan dan keuangan Hunky Dory tahun 2019. Bogor: Hunky Dory.

Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96(March), 343-354.

Indonesia Investments. (2017). Booming creative businesses in Indonesia: Barbershop (hair salon).

Izogo, E. E. (2017). Customer loyalty in telecom service sector: the role of service quality and customer commitment. The TQM Journal, 29(1), 19-36.

Jamal, M., & Evanita, S. (2019). The effect of satisfaction on service quality and promotion toward client loyalty of Integrated Service Unit-Animal Health Center (UPT-Puskeswan) and Artificial Insemination (IB) in Pariaman City. In Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019).

Jiang, H., & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China’s airline market. Journal of air transport management, 57(October), 80-88.

Knekta, E., Runyon, C., & Eddy, S. (2019). One size doesn’t fit all: Using factor analysis to gather validity evidence when using surveys in your research. CBE—Life Sciences Education, 18(1), 1-17.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). England: Pearson Education Limited.

Kumar, D. S., & Purani, K. (2018). Model specification issues in PLS-SEM: Illustrating linear and non-linear models in hospitality services context. Journal of Hospitality and Tourism Technology, 9(3), 338-353.

Kurniawan, I., & Shihab, M. S. (2015). Pengaruh nilai nasabah, kualitas pelayanan, dan kualitas hubungan terhadap kepuasan nasabah serta implikasinya terhadap loyalitas nasabah Bank Syariah Mandiri. Jurnal Manajemen dan Bisnis Sriwijaya, 13(2), 199-216.

Lee, J., Lee, J. N., & Tan, B. C. (2015). Antecedents of cognitive trust and affective distrust and their mediating roles in building customer loyalty. Information Systems Frontiers, 17(1), 159-175.

Leninkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450-465.

López-Jáuregui, Á., Martos-Partal, M., & Labeaga, J. M. (2019). Impact of SMEs strategy on loyalty: The hairdresser case. Spanish Journal of Marketing-ESIC, 23(2), 273-293.

Meyer, K. E., Van Witteloostuijn, A., & Beugelsdijk, S. (2017). What’s in a p? Reassessing best practices for conducting and reporting hypothesis-testing research. Journal of International Business Studies, 48, 535-551.

Na-Nan, K., Sanamthong, E., & Sulong, M. (2016). Employees engagement, quality of service and customers satisfaction affecting customer loyalty of hair and beauty salon business. International Journal of Applied Business and Economic Research, 13(15), 3409-3421.

Njeru, L. M., Cheruiyot, T. K., & Maru, L. (2019). Effect of service quality on customer loyalty in selected African Airlines. Economic Research, 3(10), 1-19.

Nugraheni, P., & Fauziah, L. (2019). The impact of corporate governance on customer satisfaction and loyalty of Islamic insurance company in Indonesia. Journal of Accounting and Investment, 20(2), 114-128.

Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.

Park, E., Kim, K. J., & Kwon, S. J. (2017). Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust. Journal of Business Research, 76(July), 8-13.

Rivai, A. R., & Wahyudi, T. A. (2017). Pengaruh persepsi kualitas, citra merek, persepsi harga terhadap loyalitas pelanggan dengan kepercayaan dan kepuasan pelanggan sebagai variabel mediasi. Jurnal Bisnis dan Komunikasi, 4(1), 29-37.

Setyanta, B. (2017). Anteseden dan konsekuensi dari kepuasan pelanggan: Survei kepuasan pelanggan barbershop di Yogyakarta. Al Tijarah, 3(1), 29-44.

Sofiana, H., & Prihandono, D. (2019). Customer satisfaction as the mediating influence of service recovery, perceived quality, and price fairness on Indihome triple play services to customer loyalty. Management Analysis Journal, 9(3), 275-283.

Stathopoulou, A., & Balabanis, G. (2016). The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high-and low-end fashion retailers. Journal of Business Research, 69(12), 5801-5808.

Sukamto, R., & Lumintan, D. (2015). The impact of marketing mix towards customer loyalty mediated by customer satisfaction of blackberry Indonesia. iBuss Management, 3(2), 316-324.

Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273-1296.

Taherdoost, H. (2016). Measurement and scaling techniques in research methodology; survey/questionnaire development. International Journal of Academic Research in Management (IJARM), 6(1), 1-5.

Tarinda, R., & Zaini, A. (2018). Pengaruh Lokasi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Scissors Barbershop Malang. Jurnal Aplikasi Bisnis, 4(1), 89-92.

Tjiptono, F. (2004). Prinsip-prinsip total quality service. Yogyakarta: Andi.

Yudiatma, F., & Triastity, R. (2016). Pengaruh kualitas pelayanan terhadap kepuasan konsumen Arfa Barbershop di Surakarta. Jurnal Ekonomi dan Kewirausahaan, 15(3), 346-353.