Consumer Satisfaction with Chicken Meat Quality: Index and Importance–Performance Analysis in Kaligondang District, Purbalingga, Indonesia Consumer Satisfaction with Chicken Meat Quality across Marketing Channels Section Articles

Abstract

Chicken meat is a primary source of affordable animal protein in Indonesia, yet the quality delivered to consumers varies with the marketing channel. This study evaluated and compared consumer satisfaction with chicken meat quality across three channels—traditional markets, mobile vendors, and chicken slaughterhouses (CSHs) in Kaligondang District, Purbalingga Regency, Central Java. We conducted a cross-sectional survey of 70 respondents selected through purposive sampling, all of whom had bought chicken meat from the three channels. We measured perceptions of product quality, price, service, and satisfaction on a five-point Likert scale across 14 indicators. We analyzed the data using the Customer Satisfaction Index (CSI) to quantify overall satisfaction and Importance–Performance Analysis (IPA) to identify priority attributes for improvement. All items were valid (r > 0.235) and reliable (Cronbach’s alpha = 0.726–0.856). CSI values were 79.89% for traditional markets (satisfied), 79.14% for mobile vendors (satisfied), and 84.76% for CSHs (very satisfied). IPA placed service speed and responsiveness in the first-priority quadrant for traditional markets; price stability was the weakest attribute for mobile vendors (conformity 79.0%); and price affordability, together with service speed, was the main gap for CSHs (conformity 84.0%) despite their superior product color, texture, and aroma. CSHs achieved the highest satisfaction, driven by standardized handling and hygiene, whereas mobile vendors excelled in interpersonal service and traditional markets in price affordability. Channel-specific strategies are recommended to close the identified importance–performance gaps and strengthen consumer loyalty.