THE THE PHENOMENON OF FROZEN FOOD STORE CUSTOMER SATISFACTION: A PHENOMENOLOGICAL STUDY ON THE INFLUENCE OF SERVICE QUALITY AND PURCHASE EXPERIENCE

THE INFLUENCE OF SERVICE QUALITY AND PURCHASE EXPERIENCE

Abstract

This study aims to uncover the factors that affect customer satisfaction at the Sahl Mart Purwokerto Frozen Food Store, with a focus on service quality and purchase experience. The background of this research is based on the increasing competition in the frozen food business in Purwokerto which requires business actors to pay attention to service aspects and customer purchase experience as key factors in building customer loyalty. The approach used is a qualitative approach with a phenomenological method, which aims to understand the meaning and subjective perception of customers towards the service and purchase experience. Data was collected through in-depth interviews and participatory observation of loyal customers of Sahl Mart Purwokerto, as well as direct observation at the research site. The analysis was carried out using Interpretive Phenomenological Analysis (IPA). The results of the study show that the friendliness, responsiveness of the staff, speed of service, comfort and cleanliness of the store environment have a significant influence on customer satisfaction. An efficient and enjoyable buying experience also strengthens customer loyalty in the buying experience. Strategically, these findings recommend regular training for staff to improve interpersonal skills, response speed and service ethics. In addition, the store's neat, clean, and logically structured interior design also creates a positive shopping atmosphere. This research enriches the literature with a phenomenological approach in the context of frozen food stores and makes practical contributions in store management to maintain customer satisfaction and loyalty in a sustainable manner.