The Role of Customer Satisfaction in Relationship Marketing and Service Quality Towards Customer Loyalty (Study at PT Jasa Armada Indonesia Tbk, Jakarta)
Abstract
This study aims to analyze the influence of relationship marketing and service quality on customer loyalty, with customer satisfaction as a mediating variable. The research was conducted on active customers of PT Jasa Armada Indonesia Tbk who utilize pilotage and towage services across various delegated port areas. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The sample consisted of 113 respondents, determined using the Slovin formula, and data were collected through an online questionnaire. The variables examined include relationship marketing (X1), service quality (X2), customer satisfaction (Z), and customer loyalty (Y). The results indicate that relationship marketing significantly influences customer satisfaction, but does not directly affect customer loyalty. Service quality has a significant impact on both customer satisfaction and loyalty, with the reliability dimension being the most dominant. Meanwhile, customer satisfaction does not significantly influence customer loyalty, and thus does not serve as a mediating variable between the independent variables and loyalty. These findings reinforce the SERVQUAL model and highlight that in the context of port services, timeliness and reliability are key factors in building customer loyalty. This study provides strategic implications for companies in designing service quality improvement programs and fostering long-term customer relationships.
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