The mediating role of customer satisfaction on the influence of service quality and relationship marketing on customer loyalty

Nashih, Muhammad, Al Idrus, Salim and Prajawati, Maretha Ika (2024) The mediating role of customer satisfaction on the influence of service quality and relationship marketing on customer loyalty. Dialektika: Jurnal Ekonomi dan Ilmu Sosial, 9 (1). pp. 50-68. ISSN 2598-781X

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Abstract

ENGLISH

The aim of this research is to find out how customer satisfaction mediation impacts service quality and marketing relationships on customer loyalty at BMT Maslahah Wagir Branch, Malang Regency. This study uses quantitative methods. This research involved customers of BMT Maslahah Wagir Branch. Simple random sampling was used to take samples. This research involved 170 people who answered. This data from this research was analyzed using the SmartPLS application with analysis (Partial Least Square). The results of this research show that customer loyalty is directly influenced by the quality of service provided. Unlike relationship marketing which does not directly influence customer loyalty, customer satisfaction influences customer loyalty directly. The mediating role of customer satisfaction shows that service quality and relationship marketing can control the influence of customer satisfaction on customer loyalty.

INDONESIA

Penelitian ini bertujuan untuk mengetahui bagaimana mediasi kepuasan pelanggan berdampak pada kualitas pelayanan dan hubungan pemasaran terhadap kesetiaan pelanggan di BMT Maslahah Cabang Wagir Kabupaten Malang. Studi ini menerapkan pendekatan kuantitatif.Nasabah BMT Maslahah Cabang Wagir adalah subjek penelitian ini. Mengambil sampel dilakukan dengan metode simple random sampling. Studi ini melibatkan 170 responden. Aplikasi SmartPLS menggunakan analisis (Partial Least Square) untuk menganalisis data penelitian ini. Hasil penelitian menunjukkan bahwa kualitas pelayanan memengaruhi loyalitas pelanggan. Dibandingkan dengan marketing hubungan yang tidak dapat memengaruhi loyalitas pelanggan secara langsung, kepuasan pelanggan memengaruhi loyalitas pelanggan secara langsung. Seperti yang ditunjukkan oleh peran mediasi kepuasan pelanggan,bahwakepuasan pelanggan menentukan kualitas layanan dan hubungan marketing.

Item Type:	Journal Article
Keywords:	service quality; relationship marketing; customer loyalty; customer satisfaction; kualitas pelayanan; relationship marketing; loyalitas nasabah; kepuasan nasabah
Subjects:	14 ECONOMICS > 1402 Applied Economics > 140213 Public Economics- Public Choice
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Prof. Dr. Salim Al Idrus
Date Deposited:	21 Oct 2024 11:38

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