Customer Loyalty Improvement Model Through E-Service Quality, E-Satisfaction and E-Trust of Customers of PT. Yuk Kita Haji and Umroh Bandung
Abstract
The intense competition in the Hajj and Umrah travel industry requires companies to optimize their digital service quality to enhance customer satisfaction, trust, and loyalty. PT. Come on, Let's Hajj and Umrah (YKHU) Travel faces the challenge of maintaining loyalty amid the increasingly dynamic technology-based service competition. This study aims to examine the effect of e-service quality on e-satisfaction, e-trust, and customer loyalty, as well as the role of e-satisfaction and e-trust in influencing customer loyalty among PT. YKHU Travel customers. A quantitative approach with a survey method was applied in this explanatory research. The population consisted of 1,710 customers who used PT. YKHU Travel's services between 2022 and 2024. A total of 130 respondents were selected using purposive sampling based on the criteria of having used the services, being familiar with digital services, and being at least 25 years old. The data were analyzed using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The results indicate that e-service quality has a positive and significant effect on customer loyalty (β = 0.412; p < 0.001), e-satisfaction (β = 0.864; p < 0.001), and e-trust (β = 0.856; p < 0.001). Furthermore, e-satisfaction (β = 0.258; p = 0.004) and e-trust (β = 0.298; p = 0.006) also have positive and significant effects on customer loyalty. These findings suggest that optimal digital service quality can improve customer satisfaction and trust, which in turn strengthens loyalty. The implications of this study highlight the importance of improving the responsiveness of digital services, strengthening transaction security systems, and implementing innovative loyalty programs as strategies to maintain and expand the customer base.
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