ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN BERDASARKAN DIMENSI MUTU PELAYANAN

Fransisca Hermawan, Theresia Dian Widyastuti

Abstract


This study was conducted to analyze the factors affecting customer satisfaction
and analyze customer satisfaction’s effect on customer loyalty. The customers were being
studied used the service and repair provided by the motor workshop. Data was collected
by distributing questionnaires to the customers of Motor Workshop “Muas Motor” that
was located at Kelurahan Gunung Batu, Bogor. This study successfully collected the
data, with purposive sampling technique, and analyzed 200 samples that were used as
primary data. This study used multiple linear regression testing. The data collected
were processed and analyzed using SPSS version 20. Anova test result showed that all
independent variables simultaneously had a signfi cant effect on the level of customer
satisfaction. T test results indicated that Physical Evidence, Empathy, and Relational
Marketing dimensions of customer satisfaction had a signifi cant and positive effect on
customer satisfaction. While Reliability, Responsiveness, and Assurance dimensions of
customer satisfaction did not have a signifi cant effect on customer satisfaction. This
study also showed that customer satisfaction had a signifi cant and positive effect on
customer loyalty.

Keywords


customer satisfaction, customer loyalty, and service quality dimensions

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DOI: http://dx.doi.org/10.12928/optimum.v5i2.7857

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