FROM SERVICE EXCELLENCE TO CUSTOMER LOYALTY: INVESTIGATING THE MEDIATING ROLE OF SATISFACTION AT PT DANDANOMA MAHA AGUNG

FROM SERVICE EXCELLENCE TO CUSTOMER LOYALTY: INVESTIGATING THE MEDIATING ROLE OF SATISFACTION AT PT DANDANOMA MAHA AGUNG

service quality, customer satisfaction, purchase intention, Dandanoma

This research examines how service quality impacts customer satisfaction and repurchase intention at PT Dandanoma Maha Agung. It utilizes path analysis to test its hypotheses. The findings indicate a positive and significant relationship between service quality and customer satisfaction. Effective service quality can fulfill customer expectations, create positive experiences, and reduce the likelihood of dissatisfaction, thereby enhancing customer satisfaction. Furthermore, service quality also positively influences repurchase intention, suggesting that higher service quality leads to increased customer intention to repurchase products or services. Moreover, the study reveals that customer satisfaction positively affects repurchase intention, indicating that customer satisfaction serves as a mediator between service quality and repurchase intention. These results suggest the importance for PT Dandanoma Maha Agung to consistently improve its service quality to bolster customer satisfaction and repurchase intention, consequently achieving a competitive edge and greater customer loyalty.

Salas Hidayat1 , Edy Sulistiyawan2* , Moch. Munir Rahman3

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2024-08-05

PERI IRAWAN

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