Main Article Content

Abstract

Purpose: This study investigates the impact of Service Quality on Customer Satisfaction and Loyalty in the e-commerce sector, emphasizing the mediating role of Customer Satisfaction. The research hypothesizes that improvements in Service Quality positively affect both Customer Satisfaction and Loyalty and that Customer Satisfaction mediates the relationship between Service Quality and Customer Loyalty.


Research Design and Methodology: A quantitative research design was employed using Structural Equation Modeling (SEM) to examine the relationships among Service Quality, Customer Satisfaction, and Customer Loyalty. The sample consisted of 120 customers from CV Cipta Buana Irian, a printing company in the e-commerce sector, selected through accidental sampling. Data were collected via questionnaires and analyzed to test the proposed hypotheses, ensuring validity and reliability through statistical tests.


Findings and Discussion: The results demonstrate that Service Quality significantly influences Customer Satisfaction and Loyalty. Moreover, Customer Satisfaction mediates the effect of Service Quality on Customer Loyalty, indicating that high Service Quality enhances Customer Satisfaction, which boosts Customer Loyalty. These findings align with previous research, highlighting the importance of Service Quality and Customer Satisfaction in fostering Customer Loyalty in e-commerce settings.


Implications: The findings suggest practical and theoretical implications for e-commerce businesses focused on improving customer satisfaction and loyalty. Future research should explore diverse sectors and methodologies, such as longitudinal studies, to understand these dynamics better and consider the role of digital engagement strategies in e-commerce.

Keywords

Service Quality Customer Loyalty Customer Satisfaction

Article Details

How to Cite
Hidayat, M. A., Rasyid, A., & Pasolo, F. (2024). Service Quality on Customer Loyalty: Mediation of Customer Satisfaction. Advances in Business & Industrial Marketing Research, 2(3), 150–163. https://doi.org/10.60079/abim.v2i3.158

References

  1. Achmad, E. R. (2020). Pengaruh kualitas pelayanan terhadap kepuasan konsumen: Studi kasus pada VespaBox Kota Malang. Universitas Islam Negeri Maulana Malik Ibrahim. http://etheses.uin-malang.ac.id/18289/
  2. Agiesta, W., Sajidin, A., & Perwito, P. (2021). Pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan ka lokal Bandung Raya. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(2), 1653–1664. https://doi.org/10.31955/mea.v5i2.1323
  3. Alfajar, F., Tawil, M., Mustainah, M., & Polii, J. J. (2021). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan pada Makassar Jeans House Kota Palu. Cenderawasih: Journal of Administration and Management Public Literation (Jamil), 1(1), 37–50. https://jurnal.iyb.ac.id/index.php/cendrawasih/article/view/157
  4. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/10.1177/002224299405800304
  5. Arie Sulistyawati, N. M., & Seminari, N. K. (2015). Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan Restoran Indus Ubud Gianyar. E-Jurnal Manajemen Universitas Udayana, 4(8). https://www.neliti.com/publications/250437/pengaruh-kualitas-pelayanan-terhadap-kepuasan-pelanggan-restoran-indus-ubud-gian#cite
  6. Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109–126. https://doi.org/10.1177/0092070302250897
  7. Darmawan, D., Tinambunan, A. P., Hidayat, A. C., Sriharyati, S., Hamid, H., Estiana, R., Sono, M. G., Ramli, A., Sondeng, S., & Mareta, S. (2023). Manajemen Sumber Daya Manusia Era Digital. PT. Sonpedia Publishing Indonesia.
  8. Halim, F., Kurniullah, A. Z., Butarbutar, M., Efendi, E., Sudarso, A., Purba, B., Lie, D., Sisca, S., Simarmata, H. M. P., & Permadi, L. A. (2021). Manajemen Pemasaran Jasa. yayasan kita menulis.
  9. Hasan, A. (2018). Marketing dan kasus-kasus pilihan.
  10. Hermawan, T., Hidayat, N., & Fidhyallah, N. F. (2020). Pengaruh Kepuasan Pelanggan dan Niat Membeli Kembali terhadap Loyalitas Pelanggan pada Pelanggan Oli Motor X. Jurnal Bisnis, Manajemen, Dan Keuangan, 2(1).
  11. Hermawan, T., Hidayat, N., & Fidhyallah, N. F. (2021). Pengaruh Kepuasan Pelanggan dan Niat Membeli Kembali terhadap Loyalitas Pelanggan pada Pelanggan Oli Motor. Jurnal Bisnis, Manajemen, Dan Keuangan-JBMK, 2(1), 186–214. http://pub.unj.ac.id/index.php/jbmk/article/view/210.
  12. Indrasari, M. (2019). Pemasaran Dan Kepuasan Pelanggan: pemasaran dan kepuasan pelanggan. unitomo press.
  13. Irnandha, A., & Agung, U. (2019). The Effect of Service Quality Toward Customer Loyalty Through Customer Satisfaction of Land Lines Shipping Services (A Case Study of Satisfaction of Jne Hijrah Sagan Yogyakarta Area). Jurnal of Business and Management Sciences, 2(3), 2928–2938. https://journal.student.uny.ac.id/jmbi/article/view/5065/4730
  14. Kennedy, E. N., & Kundu, G. K. (2022). The impact of new e-retailer’s policy information on post-purchase services towards customer satisfaction. International Journal of Electronic Marketing and Retailing, 13(3), 360–389. https://doi.org/10.1504/IJEMR.2022.123943
  15. Kotler, P. (2016). Manajemen Pemasaran. Penerbit Erlangga.
  16. Kumar, V., & Reinartz, W. (2018). Customer Relationship Management. Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-662-55381-7
  17. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
  18. Muhibbah, R. I. (2022). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening. http://eprints.iain-surakarta.ac.id/id/eprint/3129
  19. Noto, E. H., & Hakim, L. (2016). Analisis Pengaruh Harga Produk Dan Kualitas Produk Terhadap Kepuasan Pelanggan (Studi Kasus Jasa bengkel Alin Motor Semarang). Among Makarti, 9(1). https://doi.org/10.52353/ama.v9i1.128
  20. Nurhidayati, N., & Yuliantari, K. (2018). Analisis Pengaruh Kepuasan Pelanggan terhadap Loyalitas Pelanggan pada Fish Streat Cabang Tebet. Jurnal Khatulistiwa Informatika, 2(1), 69–75. https://doi.org/10.31294/widyacipta.v2i1.2918
  21. Ou, Y.-C., & Verhoef, P. C. (2017). The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers. Journal of Business Research, 80, 106–115. https://doi.org/https://doi.org/10.1016/j.jbusres.2017.07.011
  22. Pratama, P. B. (2017). Pengaruh Kepuasan Pelanggan Terhadap Loyalitas Pada Penggunaan Produk Outdoor.
  23. Rane, N. L., Achari, A., & Choudhary, S. P. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science, 5(5), 427–452. https://doi.org/10.56726/IRJMETS38104
  24. Rofiah, C., & Wahyuni, D. (2017). Kualitas Pelayanan Dan Pengaruhnya Terhadap Loyalitas Pelanggan Yang Di Mediasi Oleh Kepuasan Di Bank Muamalat Jombang. Eksis: Jurnal Riset Ekonomi Dan Bisnis, 12(1). https://doi.org/10.26533/eksis.v12i1.84
  25. Saputra, O. (2020). Pengaruh Kepuasan dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Muslim Pada Toko Inten Desa Pagar Dewa Kecamatan Kelam Tengah Kabupaten Kaur. IAIN Bengkulu. http://repository.iainbengkulu.ac.id/id/eprint/6180
  26. Sentosa, R., Lahindah, L., & Gandajaya, L. (2021). Analisis Kualitas Pelayanan Dengan Menggunakan Quality Function Deployment Pada Modern Laundry Cirebon. Bina Ekonomi, 25(1), 76–94. https://doi.org/10.26593/be.v25i1.5219.76-94
  27. Sofiati, I., Qomariah, N., & Hermawan, H. (2018). Dampak kualitas pelayanan terhadap loyalitas konsumen. Jurnal Sains Manajemen Dan Bisnis Indonesia, 8(2). https://doi.org/10.32528/jsmbi.v8i2.1792
  28. Suhardi, D., & Gadzali, S. S. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Nasabah Pt. Bank Mandiri Republik Indonesia Unit Tanjung Siang. The World of Business Administration Journal, 20–42. https://doi.org/10.37950/wbaj.v1i1.745
  29. Supertini, N. P. S. (2020). Pengaruh Kepercayaan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada Pusaka Kebaya Di Singaraja. Universitas Pendidikan Ganesha. http://repo.undiksha.ac.id/id/eprint/4052
  30. Tiong, P. (2018). Effect Of Quality Of Service To Customer Loyalty. 1(2), 176–204.
  31. Tjiptono, F., & Chandra, G. (2017). Pemasaran Strategik, Edisi Ke-2. Yogyakarta: Andi (Anggota IKAPI).
  32. Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102721
  33. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill.