Strategies To Increase Customer Retention By Improving Product And Service Quality In Food Franchises

Alvin Randy Maurith (Universitas Ciputra Surabaya)
Teofilus Teofilus (Universitas Ciputra Surabaya)
Yuli Kartika Dewi (Universitas Ciputra Surabaya)

EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Vol 14 No 4 (2026): October

The present study is focused on exploring strategies to improve product and service quality in the context of food franchises alongside the impact on customer retention. In this competitive industry, customer retention is a major challenge, hence, this study adopted a quantitative method combining SEM-PLS with SmartPLS 4. The results showed both product and service quality have a positive and significant effect on customer satisfaction, which also impacted customer retention. In this context, customer satisfaction has been proven to mediate the effect of product and service quality on customer retention. The results showed that customer satisfaction played a significant role in increasing customer retention in food franchise businesses.