SERVICE INNOVATION AND CUSTOMER LOYALTY IN AA PETSHOP

Abstract

The purposes of this research was to study the level of service innovation and the level of customer loyalty to AA Petshop. This is the quantitative research. The sample group was 121 customers of AA Petshop. The research instrument used for the data collection was questionnaires. Data were analyzed using descriptive statistics for percentage, mean and standard deviation. The findings revealed that customer have the opinions to the overall service innovation of AA Petshop at highest level with an average of 4.59. Considering in each aspect, the information, environmental and technology service innovation was at the highest level. The research results also found that overall, the level of customers loyalty of AA Petshop at highest level with an average of 4.55.