IMPROVING TRADITIONAL MARKET CUSTOMER LOYALTY (REVISIT CONSUMER BEHAVIOUR MODEL USING CONSUMER EXPERIENCE)

The main purpose of this study is to explore any dimension from traditional market consumer’s experiences that could affect their behaviour. The variables included in this study are experience quality, perceived value, visitor’s satisfaction, and customer loyalty. This study divided into two phases: exploring any indicators that construct the experience quality of traditional market’s customer using Exploratory Factor Analysis, and analysing the relationship between the variables on the model. In the first phase, the data was collected by doing a Focus Discussion Group that consist of six to nine traditional market’s customers. The data for the second phase was collected by questionnaire on 250 traditional market’s customer. This study found there are seven indicators that could construct the experience quality of traditional market’s customer, however the experience quality is found to have no significant effect toward customer loyalty. In addition perceived value and visitor’s satisfaction is proved to have significant effect toward customer loyalty, thus these two variables could fully mediate the relationship between experience quality and customer loyalty.

loyalty. This research is developing an applicable model to improving the loyalty of traditional market's customers.
The first phase of the research, we conduct 2 times exploration research in the form of Focus Group Discussion (FGD) with traditional market's customers as the subject on the discussion. The results of the FGD is refined into a questionnaire draft that is distributed among traditional market's customer (excluded the customer on FGD). The data collected from the questionnaire is analyzed with Exploratory Factor Analyzed (EFA). The result from EFA is discussed with expertise in traditional market research before finally decided as traditional market customer's experiences construct.
The construct from the first phase of the research is used on the second phase research. The second research main purpose is to analyze the relationship between experience quality, customer's satisfaction, perceived value, and customer's loyalty. The  (Revisit Consumer....... variables and could be help government to make decisions in order to improve the loyalty of traditional market's customers based on customer's experience quality.

Population and Sample
The populations of this research are traditional market's customers in Malang City, Indonesia that come to the traditional market with their own intention. The sampling method used is convenience sampling methods. In order to get a good quality data from FGD, we included marketing expertise and market's retailer in our FGD to giving opinion about the traditional market customer's experience quality.

Data Collection Methods
The Focus Group Discussion is divided into 2 session with 6 and 9 customers of traditional market. To facilitate the discussion, we invite a market expertise and a market retailer to giving opinion from their point of view about customer's experience. The second phase of the research is conducted in traditional market all around Malang City, Indonesia. Because of the unclear number of traditional market's customers, we decided to use convenience sampling methods (Sekaran, 2000). We finally used 250 traditional market's customers as our sample in order to fulfill the requirement of SEM analysis. The results of second phase research is discussed with traditional market's customers, retailers and market academics in a form of FGD in order to find a clear explanation of the results found in this research.

Exploratory Factor Analysis
The first phase of the research was analyzed using Exploratory Factor Analysis (EFA). Firstly we collect data from FGD and refine the data into questionnaire. We divided the data into 7 dimension, they are: Physical Quality, Willingness to Serve, Valences, Product Quality, Social Interaction, Accessibility, and Product Knowledge.
After refined the data into questionnaire, we distribute the questionnaire to traditional market's customer and analyze the collected data into EFA and found the Pattern Matrix shown in Table 1. a. Rotation converged in 9 iterations.
Source: Analyzed Data, 2017 Based on the Table 1, there are 30 items of traditional market customer's experience quality, which will be grouped into 7 indicators which is shown in Table 2. Table 2.

Factors Question New Dimension
Source: Analyzed Data, 2017

Convergent Validity
Based on the Figure 1, we could refined the scheme into simple table as shown in Table 3. Tan and Sitompul (2014) stated an item has a convergent validity if the value of the loading factors above 0.5. As we can see, each items on the research has loading factors value above 0.5 which indicated that all of the item from all the variables pass the requirement of convergent validity.

Composite Reliability
Composite reliability is a measurement of the model construction strength. A good model construct has alpha cronbach and composite reliability value more than 0.6 (Hair, et al., 2010). The value of each indicators alpha cronbach and composite reliability is shown on Table 5. All of the indicators have more than 0.6 composite reliability value; these results suggest that all indicators is considered reliable in building a good construction model.

Inner Model Analyzes
Inner model analyzes is conducted to measure the accuracy and robustness of the

Inner Model Analyzes
Source: Analyzed Data, 2017

Coefficient of Determination (R 2 )
There is no any limitation of R 2 value (Hussein, 2017). However Gotz in Hussein (2017)

Predictive Relevance (Q 2 )
The robustness of a structural model is measured by finding the Q 2 of the model.
The calculation and results of the Q 2 of the model is shown in Table 6. The value of Q 2 is within 0 and 1, if the Q 2 of the model is nearly 1 the model has a good construct because it is more likely to illustrate the relationship between the variables in the model. The value of Q 2 in the model is 0.869 which indicates that the model could describe the relationship between the variables about 86.9% with the rest of 13.1% is another variables that is not included in the research. results shown that accessibility is not a strong factor that could affect customer satisfaction and loyalty. Social interaction, customer's experience and quality of product is considered more important factors that could affect customer's loyalty and satisfaction, therefore these variables should getting more attention both from government and traditional market retailers if they want to improve the satisfaction and loyalty of their customers.
Second results found that physical quality could not affect customer's loyalty and satisfaction. The results shown that customer's experience and social interaction between the customer and retailers is considered more important factors that could affect customer's loyalty and satisfaction. According to  there are 3 dimension of experience quality, they are interaction quality, physical environment quality and outcome quality. Interaction quality defined as the interaction between the retailers and customers. Physical environment quality is referred as physical environment that support the purchasing process between customers and retailer, and outcome quality is the overall evaluation toward the purchasing process between the customer and retailers in the end of the process. The government and traditional market's retailers should pay more attention toward the interaction in the traditional market in order to improve the customer's loyalty and satisfaction because from the 3 dimensions mentioned before, interaction quality is more important than the other 2 based on this research results.
Lastly the quality of product could not affect customer's satisfaction. As mentioned by  the quality of interaction is very important which made the quality of the product itself could not improve customer's satisfaction. In addition a good service quality could be a good approach in order to improving overall customer satisfaction. This research found that perceived value and customer's satisfaction could mediate the relationship between customer's experience qualities toward customer's loyalty. According to Kotler and Armstrong (2010) perceived value is a comparison between total customer's value and total customer's cost. Customer's total value is a set of benefit that is expected by customers to be available on the products; therefore market's retailers in traditional market should pay attention toward customer's expectation of their products and delivered the value of the product precisely to their customers.

CONCLUSION
According to the findings on this study, the accesibility of a traditional market is not a significant factor that could affect customer satisfaction or loyalty. This mean that the customer didn't pay too much attention toward the accesibility of traditional market, however social interaction and the quality of product is considered to be very important in order to build a customer satisfaction and loyalty. Among the 3 dimension of experience quality, customer of a traditional market is considering interaction quality as the most important dimension in order to improve their satisfaction and loyalty, they don't really mind the physical and outcome quality of a traditional market.
Finally this researh found that perceived value and customer's satisfaction have an important role between the relationship of customer's experience and customer's loyalty, the mediating role of perceived value and customer's satisfaction is found to be full mediation

Research Limitation and Future Research
The main finding on the research is a new construct for experience quality variables, but the construct is built based on Malang City's traditional market. The future research should try to expand the scope of study by adding more traditional market from other city in Indonesia. The research is fall short from the number of variables which made the results are very limited, therefore we suggest future research could add more variables to the model to improve the accuracy and robustness of the construct model.

Contribution to the Government and Society
We highly recommend the government to improve the facilities of traditional market in order to compete better with department store. One of the facilities that is considered need to be improved is the facilities that support the interaction between the retailers and the customers. We suggest to giving more space between each kiosk so the customer could interact better with the retailer, in addition we highly recommend to separate the market into several department such as groceries, fashion store, and domestics's goods in order to keep the market tidy and clean. To the retailers we highly recommend to improve the layout of your kiosk, so you could interact better with your customers. We suggest retailers to start having a specific product so they could be placed in the department suited to their product. This way, customers would have no problem searching your products and you could have a loyal customer if you giving them a good service.