Relationships among service quality, customer satisfaction, word-of-mouth, and customer loyalty: A case study of minimarkets with halal positioning, Jakarta, Indonesia

In this era of globalization, business competition is clearly visible. Business actors make every effort to win customers' hearts, including those of Muslim customers whose number is growing from year to year. One business strategy is using halal or sharia positioning to capture the Muslim market. Therefore, this study explored relationships among factors of service quality, customer satisfaction, customer loyalty, and word-ofmouth at minimarkets with halal positioning, specifically, Podjok Halal in Jakarta, Indonesia. Combining quantitative and qualitative methods and based on the results of Cronbach alpha, EFA, CFA, and structural equation modeling (SEM), researchers analyzed results from 232 respondents. Of the eight elements constituting service quality, results indicated positive impacts: facility, reliability, personal interaction, and solving problems on customer satisfaction, a positive effect of satisfaction on word-of-mouth, and customer loyalty in purchasing products at minimarkets with halal positioning.