77
Based on the research results of 100 respondents, visible in table 2.7 there are 34 respondents 34 are male and 66 respondents 66 are
female, the results from the characteristics of the respondents.
1. Descriptive Analysis
a. Customer Service
1 Tangible a SB Mart employees are always use uniform neatly.
Table 4.4 The answer of respondents regarding
SB Mart employees are always use uniform neatly.
Source: Primary data process 2014 The result from the table 4.4 showed that 4.0 disagree, and
60.0 agree, and 36.0 strongly agree. Then it can be concluded that the majority of respondents agree that SB Mart
employees are always use uniform neatly. VAR00001
Frequency Percent Valid Percent Cumulative
Percent Valid 2
4 4.0
4.0 4.0
3 60
60.0 60.0
64.0 4
36 36.0
36.0 100.0
Total 100 100.0 100.0
78
b Customers can easily use a trolley or shopping cart. Table 4.5
The answer of respondents regarding customers can easily use a trolley or shopping cart.
VAR00002 Frequency Percent
Valid Percent
Cumulative Percent
Valid 3 51
51.0 51.0
51.0 4
49 49.0
49.0 100.0
Total 100 100.0 100.0
Source: Primary data process 2014 The result from the table 4.5 showed that 51.0 agree, and
49.0 strongly agree. Then it can be concluded that the majority of respondents agree that customers can easily use a
trolley or shopping cart.
79
c Customers can easily pay for purchases using a credit debit card.
Table 4.6 The answer of respondents regarding customers
can easily pay for purchases using a credit debit card.
Source: Primary data process 2014 The result from the table 4.6 showed that 3.0 disagree,
74.0 agree, 23.0 strongly agree. Then it can be concluded that the majority of respondents agree that customers can easily
pay for purchases using a credit debit card. VAR00003
Frequency Percent Valid Percent Cumulative Percent Valid 2
3 3.0
3.0 3.0
3 74
74.0 74.0
77.0 4
23 23.0
23.0 100.0
Total 100 100.0 100.0
80
2 Reliability a Customers can easily use the delivery service of SB Mart.
Table 4.7 The answer of respondents customers can easily use
the delivery service of SB Mart.
Source: Primary data process 2014 The result from the table 4.7 showed that that 1.0 strongly
disagree, 6.0 disagree, 76.0 agree, 17.0 strongly agree. Then it can be concluded that the majority of respondents
agree that customers can easily use the delivery service of SB Mart.
VAR00004 Frequency Percent Valid Percent Cumulative Percent
Valid 1 1
1.0 1.0
1.0 2
6 6.0
6.0 7.0
3 76
76.0 76.0
83.0 4
17 17.0
17.0 100.0
Total 100 100.0 100.0
81
3 Responsiveness a SB Mart employees serve customers very friendly.
Table 4.8 The answer of respondents regarding SB Mart
employees serve customers with very friendly.
Source: Primary data process 2014 The result from the table 4.8 showed that that 57.0 agree,
43.0 strongly agree. Then it can be concluded that the majority of respondents agree thadt SB Mart employees serve
customers very friendly. VAR00005
Frequency Percent Valid Percent Cumulative Percent Valid 3
57 57.0
57.0 57.0
4 43
43.0 43.0
100.0 Total 100
100.0 100.0
82
b SB Mart employees are always ready to help customers. Table 4.9
The answer of respondents regarding SB Mart employees are always ready to help customers.
Source: Primary data process 2014 The result from the table 4.9 showed that 3.0 disagree,
65.0 agree, 32.0 strongly agree. Then it can be concluded that the majority of respondents agree that SB Mart employees
serve customers very friendly. VAR00006
Frequency Percent Valid Percent Cumulative
Percent Valid 2
3 3.0
3.0 3.0
3 65
65.0 65.0
68.0 4
32 32.0
32.0 100.0
Total 100 100.0 100.0
83
c Any complaints from customers, always quickly responded. Table 4.10
The answer of respondents regarding any complaints from customers, always quickly responded.
Source: Primary data process 2014 The result from the table 5.0 showed that 2.0 disagree,
81.0 agree, 17.0 strongly agree. Then it can be concluded that the majority of respondents agree that any complaints
from customers, always quickly responded. VAR00007
Frequency Percent Valid Percent Cumulative Percent Valid 2
2 2.0
2.0 2.0
3 81
81.0 81.0
83.0 4
17 17.0
17.0 100.0
Total 100 100.0 100.0
84
d SB Mart employees can give solutions when customers are having problems.
Table 4.11 The answer of respondents regarding SB Mart employees can
give solutions when customers are having problems.
Source: Primary data are process 2014 The result from the table 5.1 showed that 5.0 disagree, 92.0
agree, 3.0 strongly agree. Then it can be concluded that the majority of respondents agree that SB Mart employees can give
solutions when customers are having problems. VAR00008
Frequency Percent Valid Percent Cumulative Percent Valid 2
5 5.0
5.0 5.0
3 92
92.0 92.0
97.0 4
3 3.0
3.0 100.0
Total 100 100.0 100.0
85
4 Assurance a SB Mart employees know the information about the products
being sold. Table 4.12
The answer of respondents regarding SB Mart employees know the information about the products being sold.
Source: Primary data are process 2014 The result from the table 5.2 showed that 6.0 disagree, 71.0
agree, 23.0 strongly agree. Then it can be concluded that the majority of respondents agree that SB Mart employees know
the information about the products being sold. VAR00009
Frequency Percent Valid Percent Cumulative Percent Valid 2
6 6.0
6.0 6.0
3 71
71.0 71.0
77.0 4
23 23.0
23.0 100.0
Total 100 100.0 100.0
86
b Customers feel comfortable while shopping at SB Mart. Table 4.13
The answer of respondents regarding customers feel comfortable while shopping at SB Mart.
Source: Primary data are process 2014 The result from the table 5.3 showed that 4.0 disagree,
60.0 agree, 36.6 strongly agree. Then it can be concluded that the majority of respondents agree that customers feel
comfortable while shopping at SB Mart. VAR00010
Frequency Percent Valid Percent Cumulative Percent Valid 2
4 4.0
4.0 4.0
3 60
60.0 60.0
64.0 4
36 36.0
36.0 100.0
Total 100 100.0 100.0
87
c Customers trust with the security at SB Mart. Table 4.14
The answer of respondents regarding customers trust with the security at SB Mart.
Source: Primary data are process 2014 The result from the table 5.4 showed that 5.0 disagree, 79.0
agree, 16.0 strongly agree. Then it can be concluded that the majority of respondents agree that customers trust with the
security at SB Mart. VAR00011
Frequency Percent Valid Percent Cumulative Percent Valid 2
5 5.0
5.0 5.0
3 79
79.0 79.0
84.0 4
16 16.0
16.0 100.0
Total 100 100.0 100.0
88
5 Empathy a SB Mart employees are willing to deal with customer
complaints and resolved. Table 4.15
The answer of respondents regarding SB Mart employees are willing to deal with customer complaints and resolved.
Source: Primary data are process 2014 The result from the table 5.5 showed that 2.0 strongly
disagree, 4.0 disagree, 81.0 agree, 13.0 strongly agree. Then it can be concluded that the majority of respondents agree
that SB Mart employees are willing to deal with customer complaint and resolved.
VAR00012 Frequency Percent Valid Percent Cumulative Percent
Valid 1 2
2.0 2.0
2.0 2
4 4.0
4.0 6.0
3 81
81.0 81.0
87.0 4
13 13.0
13.0 100.0
Total 100 100.0 100.0
89
b. Store Design and Display
