Service Quality VS Price Sensitivity: Drivers of Customer Satisfaction in Motorcycle Shock Absorber Service Outlets

This study examines the influence of price and service quality on customer satisfaction in a specialized motorcycle shock absorber repair service. The research was motivated by customer concerns about relatively high pricing and inconsistent service quality, raising questions about how these factors affect satisfaction levels.The study aims to: (1) evaluate the pricing strategy; (2) assess service quality; (3) measure customer satisfaction; and (4) analyze the influence of price and service quality—both individually and jointly—on customer satisfaction.Using a quantitative survey method with a total sample of 40 customers, data were analyzed through multiple regression. The results indicate that price and service quality are both rated as “good” and significantly affect customer satisfaction. Price has a moderate impact, while service quality shows a stronger influence. Together, both factors contribute significantly to customer satisfaction.The findings suggest that competitive pricing alone is not enough—consistent service quality is essential to maintain and improve customer satisfaction