Quality Perception’s Effect on Customer Satisfaction and Loyalty

  • Ni Nyoman Suarniki
  • Sirajuddin Omsa

Abstract

The purpose of this study was to analyze the direct effect of service quality perception
on customer satisfaction and indirect effect through the mediation of functional value,
emotional value, and social value. This study also analyzed the direct effect of customer
satisfaction on customer loyalty. The study used explanatory research with quantitative
approach. Total sample in this research was 116 users of Honda who served their motorcycles
in Astra Honda Authorized Service Station (AHASS) in Makassar, Indonesia. Sampling
technique used was an accidental sampling method while data collection method used
questionnaire. Descriptive statistical analysis and Structural Equation Modeling (SEM)
were used to analyze the data. The results showed that there was a significant effect of service
quality perception (X) on customer satisfaction (Y4) both directly and indirectly through the
mediation of functional value (Y1), emotional value (Y2), and social value (Y3). Similarly,
there was a significant effect of customer satisfaction (Y4) on customer loyalty (Y5).

Published
2017-09-30
How to Cite
SUARNIKI, Ni Nyoman; OMSA, Sirajuddin. Quality Perception’s Effect on Customer Satisfaction and Loyalty. Management and Administrative Sciences Review, [S.l.], v. 6, n. 5, p. 159-171, sep. 2017. ISSN 2308-1368. Available at: <http://absronline.org/journals/index.php/masr/article/view/728>. Date accessed: 15 dec. 2017.