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This study titled Analysis of consumer expectations as the basis for identifying customer retention services (survey among consumers shopping in several retail stores in Kupang City). The aims of this study are; (1) what consumers expect at retail outlets, (2) which services are provided by retail outlets, and (3) whether there are differences between consumer expectations and retail store performance. The study method used in this study was a descriptive survey. The population in this study was consumers shopping in several retail outlets in Kupang City. The sample in this study was determined to be 250 consumers. Data obtained with the questionnaire. In order to answer the problem, to achieve the research goals and to analyze the data, the differential t-test is used as the analysis tool. To answer the formulation of the first and second problems, a different test of a sample t-test is used. Meanwhile, another test for the independent sample t-test is used to answer the third problem. Both test tools are available in the SPSS software. The results showed that there were differences between consumer expectations and the performance of the services provided by retail stores in Kupang City. Retail stores are not yet fully able to meet consumer expectations.

Consumer Expectation Analysis As A Basis For Determining Service Performance To Improve Customer Loyalty