Analysis of Customer Loyalty Based on Trust and Service Quality, with Customer Satisfaction as an Intervening Variable

Siska Widi Utami; Mildawani

doi:10.55927/mudima.v6i2.3

Authors

Siska Widi Utami Perbanas Jakarta
Mildawani Perbanas Jakarta

DOI:

https://doi.org/10.55927/mudima.v6i2.3

Keywords:

Customer Loyalty, Trust, Service Quality, Customer Satisfaction

Abstract

The purpose of this study is to examine the contribution of trust and service quality to customer loyalty, with customer satisfaction serving as an intervening variable. This research was conducted among customers of the Sambeng–Lamongan Unit and employed a quantitative research approach. The sample consisted of 100 customers, selected using a purposive sampling technique. Data were collected through a questionnaire, and the measurement scale used was a Likert scale. The data analysis method applied in this study was Structural Equation Modeling (SEM) using the SmartPLS 4 software. The results indicate that trust has a positive effect on customer satisfaction and customer loyalty, service quality has a positive effect on customer satisfaction and customer loyalty, and customer satisfaction has a positive effect on customer loyalty. Furthermore, the results of the indirect effect analysis reveal that trust contributes to customer loyalty through customer satisfaction, and service quality contributes to customer loyalty through customer satisfaction.

References

Agustianti, I. (2018). Analisis faktor yang mempengaruhi loyalitas pelanggan asuransi kesehatan di Jakarta. Jurnal Pendidikan Ekonomi dan Bisnis, 6 (1), 72-81.

Alhazmi, B. M. (2019). Religiosity and customer trust in financial services marketing relationships. Journal of Financial Services Marketing, 24, 31-43. https://doi.org/10.1057/s41264-019-00062-9.

Ashraf, S., Ilyas, R., Imtiaz, M. dan Ahmad, S. (2018). Impact of service quality, corporate image and perceived value on brand loyalty with presence and absence of customer satisfaction: A study of financial service sectors of Pakistan. International Journal of Academic Research in Business & Social Science, 8(2), 444-466.

Atulkar, S., (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572. https://doi.org/10.1108/MIP-02-2019-0095.

Basak, S. (2021). Factors affecting policyholders’ satisfaction towards life insurance: An empirical study on life insurance policyholders in Bangladesh. International Journal of Advanced Engineering, Management and Science, 7(4), 7-14. https://dx.doi.org/10.22161/ijaems.

Demong, N. A., Othman, A. K., Yunus, N., & Amran, N. A. (2018). Service quality factors and customer satisfaction on life insurance services. Journal of Islamic Management Studies, 2(1), 22-31.

Devi, A. A., & Yasa, N. N. (2021). The role of customer satisfaction in mediating the influence of service quality and perceived value on brand loyalty. International Research Journal of Management, IT & Social Sciences, 8(3), 315-328. doi:10.21744/irjmis.v8n3.1786.

Elizar, C., Indrawati, R., & Syah, T. (2020). Service quality, customer satisfaction, customer trust, and customer loyalty in service of paediatric polyclinic over private hospital of East Jakarta, Indonesia. Science, Engineering and Social Science Series, 4(2), 105-111.

Fachmi, M., Modding, B., Kamase, J., & Damis, H. (2020). The mediating role of satisfaction: life insurance customers’ perspective (Service quality, trust and image toward loyalty). International Journal of Multicultural and Multireligious Understanding, 7(6), 156. doi: http://dx.doi.org/10.18415/ ijmmu.v7i6.1745.

Hoyer, W.D., MacInnis, D.J., & Pieters, R. (2018). Consumer Behavior. 7th Edition. USA: Cengage Learning.

Kant, R., & Jaiswal, D. (2017). The impact of perceived service quality dimensions on customer satisfaction: an empirical study on public sector banks in India. International Journal of Bank Marketing, 35(3), 1-30. http://dx.doi.org/10.1108/IJBM-04-2016-0051.

Kaur, H., Soch, H., 2018. Satisfaction, trust and loyalty: Investigating the mediating effects of commitment, switching costs and corporate image. Journal of Asia Business Studies, 12(4), 361–380. https://doi.org/10.1108/JABS-08-2015-0119

Kotler, Philip., & Keller, Kevin L. (2016). Marketing Management. 15th Edition. London: Pearson Education.

Kumar, A., & Natarajan, S. (2020). An extension of the expectation confirmation model (ecm) to study continuance behavior in using e-health services. Innovative Marketing, 16 (2), 15-28. http://dx.doi.org/10.21511/im.16(2).2020.02.

Lamb, C. W., Hair, J. F., dan McDaniel, C. (2017). Principles of Marketing. 11th Edition. Boston: Cengage Learning.

Ledikwe, A., Roberts-Lombard, M., & Klopper, H. B. (2019). The perceived influence of relationship quality on brand loyalty: An emerging market perspective. African Journal of Economic and Management Studies, 10(1), 85–101. https://doi.org/10.1108/AJEMS-04-2018-0113.

Lie, D., Sudirman, A., Efendi., & Butarbutar, M. (2019). Analysis of mediation effect of consumer satisfaction on the effect of service quality, price and consumer trust on consumer loyalty. International Journal of Scientific & Technology Research, 8(8), 421-428.

Mawey, T. C., Tumbel, A., & Ogi, Imelda W. (2018). Pengaruh kepercayaan dan kualitas layanan terhadap kepuasan nasabah PT Bank Sulutgo. Jurnal Emba, 6(3), 1198-1207.

Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer behavior building: Marketing strategy. New York, Ny Mcgraw-Hill Education.

Naoui, F. Ben, & Zaiem, I. (2021). Relationship quality and loyalty: A modeling of the relationship through the structural equations method. IBIMA Business Review. https://doi.org/10.5171/2020.686917

Nguyen, Nhi X., Tran, Khoa., & Nguyen, Tuyet A. (2021). Impact of service quality on in-patients’ satisfaction, perceived value, and customer loyalty: A mixed-methods study from a developing country, Patient Preference and Adherence, 2523-2538. https://doi.org/10.2147/PPA.S333586.

Nyan, L. M., Rockson, S. B., & Addo, P. K. (2020). The mediation effect of customer satisfaction on the relationship between service quality and customer loyalty. Journal of Management and Strategy, 11(3), 13-27. doi:10.5430/jms.v11n3p13.

Phuong, N. & Trang, T. (2018). Repurchase Intention: The Effect of Service Quality, System Quality, Information Quality, and Customer Satisfaction as Mediating Role: A PLS Approach of M-Commerce Ride Hailing Service in Vietnam. Marketing and Branding Research, 5, 78-91.

Şahin, A., Zehir, C., & Kitapçi, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty: An Empirical Research on Global Brands. Procedia - Social and Behavioral Sciences, 24, 1288-1301. https://doi.org/10.1016/j.sbspro.2011.09.143.

Shaladdin, Z. F., Mokhtar, M. Z. & Zawawi, N, H. (2018). Determinants of customer satisfaction in takaful (Islamic insurance) services in Malaysia. Jurnal Pengurusan, 54, 1-12.

Sitorus, T., & Yustisia, M. (2018). The influence of service quality and customer trust toward customer loyalty: The role of customer satisfaction. International Journal for Quality Research, 12(3) 639-654. doi: 10.18421/IJQR12.03-06.

Sudaryana, Y. (2020). Pengaruh kualitas pelayanan, kepercayaan dan harga terhadap kepuasan konsumen pada Kantor Pos Indonesia (Persero) Kota Tangerang. Journal of Management Review, 4(1), 447-455. DOI: http://dx.doi.org/10.25157/mr.v4i1.2954.

Supriyanto, A., Wiyono, B. B., & Burhanuddin, B. (2021) Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business & Management, 8(1), 11-18, doi: 10.1080/23311975.2021.1937847.

Tanisah., & Maftuhah, I. (2015). The effects of service quality, customer satisfaction, trust, and perceived value on customer loyalty. Jurnal Dinamika Manajemen. 6(1), 55-61. https://journal.unnes.ac.id/nju/ index.php/jdm/article/view/4296.

Usmed, D.C., Syafrizal., Alfitman., Yuliani, F., Hidayat, T., (2021). Customer loyalty research: The cases of existing e-commerce platforms. Enrichment: Journal of Management, 12(1), 499-504. https://doi.org/10.35335/enrichment .v12i1.253.

Uzir, U. H., Al Halbusi, H., Thurasamy, R., Hock, R., 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, 1-15. https://doi.org/10.1016/j.jretconser.2021.102721.

Zaid, S. (2020). The role of familiarity in increasing repurchase intentions in online shopping. Journal of Economics, Business, & Accountancy Ventura, 23(1), 12–18. https://doi.org/10.14414/jebav.v23i1.2132.

Zeithaml, V. A., Bitner, M. J. & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus A Cross The Firm. 7th Edition. New York: McGraw-Hill Education.