Improve Tangible and Reliability

Oct 13, 2025 by talynt.org 106 views

Analysis of the Effect of Service Quality on Customer Loyalty with Customer Satisfaction as an Intervening Variable

Introduction

In today's digital era, information technology has become an essential pillar that supports various aspects of life. Companies often rely on information technology consulting services to design and implement the right solutions. In this context, the quality of service provided to customers is a crucial factor in creating customer satisfaction, which ultimately leads to loyalty. This article will discuss the effect of service quality on customer loyalty at PT XTEND INTEGRATION INDONESIA, with customer satisfaction as an intervening variable.

The Importance of Service Quality

Service quality encompasses various dimensions, including tangible (physical evidence), reliability (the ability to provide promised services), responsiveness (the ability to help and provide services with responsiveness), assurance (the ability to provide trust and comfort to customers), and empathy (the ability to understand the needs and desires of customers). In the context of this research, each dimension plays a vital role in determining customer satisfaction.

The results of this study showed that tangible and reliability significantly had a positive effect on customer satisfaction. This means that if a company is able to provide services that can be seen and measured significantly and provide consistent services, customers tend to feel satisfied. Conversely, the dimensions of responsiveness, assurance, and empathy showed a positive but not significant effect on customer satisfaction. This indicates that although responsiveness and empathy are important, they do not always guarantee high satisfaction.

The Role of Customer Satisfaction in Loyalty

Customer satisfaction is a critical factor in creating loyalty. This study proves that simultaneous service quality has a significant effect on customer satisfaction, which in turn affects customer loyalty. The results of the analysis showed that tangible and reliability had a negative effect on customer loyalty, while responsiveness and empathy did not have a significant effect. However, assurance and customer satisfaction significantly contributed to loyalty. This confirms that customer satisfaction, which is created through service quality, can function as a trigger for loyalty.

The intervening variable in this study, namely customer satisfaction, shows that not all aspects of service quality directly affect loyalty. Good service quality needs to be balanced with satisfying customer experience to encourage them to return to using company services.

The Impact of Service Quality on Customer Loyalty

The analysis above reveals that good service quality has a positive effect on customer satisfaction, which in turn has an impact on customer loyalty. However, not all dimensions of service quality have the same influence. In order to increase customer loyalty, PT Xtend Integration Indonesia needs to focus on aspects of tangible and reliability to create greater satisfaction with customers. This will ensure long-term continuity and growth.

Conclusion

From the analysis above, it can be concluded that good service quality has a positive effect on customer satisfaction, which in turn has an impact on customer loyalty. However, not all dimensions of service quality have the same influence. In order to increase customer loyalty, PT Xtend Integration Indonesia needs to focus on aspects of tangible and reliability to create greater satisfaction with customers.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve Tangible and Reliability: PT Xtend Integration Indonesia should focus on improving tangible and reliability aspects of service quality to create greater satisfaction with customers.
Enhance Customer Satisfaction: The company should prioritize customer satisfaction by providing consistent and reliable services.
Develop a Customer-Centric Approach: PT Xtend Integration Indonesia should adopt a customer-centric approach to understand the needs and desires of customers and provide services that meet their expectations.
Monitor and Evaluate Service Quality: The company should regularly monitor and evaluate service quality to identify areas for improvement and ensure that customer satisfaction is maintained.

Limitations of the Study

This study has several limitations, including:

Sample Size: The sample size of this study was limited to 100 customers, which may not be representative of the entire customer base.
Service Quality Dimensions: The study only focused on five dimensions of service quality, which may not be comprehensive.
Customer Satisfaction: The study only measured customer satisfaction through a single survey, which may not capture the full range of customer experiences.

Future Research Directions

Future research should focus on the following areas:

Service Quality and Customer Loyalty: Further research should investigate the relationship between service quality and customer loyalty in different industries and contexts.
Customer Satisfaction and Loyalty: Studies should explore the role of customer satisfaction in loyalty and how it can be improved.
Service Quality Dimensions: Research should investigate the impact of different service quality dimensions on customer satisfaction and loyalty.

Conclusion

In conclusion, this study highlights the importance of service quality in creating customer satisfaction and loyalty. PT Xtend Integration Indonesia should focus on improving tangible and reliability aspects of service quality to create greater satisfaction with customers. By adopting a customer-centric approach and prioritizing customer satisfaction, the company can ensure long-term continuity and growth.
Frequently Asked Questions (FAQs) on the Effect of Service Quality on Customer Loyalty

Q: What is service quality, and why is it important?

A: Service quality refers to the level of excellence in the services provided to customers. It encompasses various dimensions, including tangible (physical evidence), reliability (the ability to provide promised services), responsiveness (the ability to help and provide services with responsiveness), assurance (the ability to provide trust and comfort to customers), and empathy (the ability to understand the needs and desires of customers). Service quality is important because it directly affects customer satisfaction and loyalty.

Q: How does service quality impact customer satisfaction?

A: Service quality has a significant impact on customer satisfaction. The results of this study showed that tangible and reliability significantly had a positive effect on customer satisfaction. This means that if a company is able to provide services that can be seen and measured significantly and provide consistent services, customers tend to feel satisfied.

Q: What is the role of customer satisfaction in loyalty?

A: Customer satisfaction is a critical factor in creating loyalty. This study proves that simultaneous service quality has a significant effect on customer satisfaction, which in turn affects customer loyalty. The results of the analysis showed that tangible and reliability had a negative effect on customer loyalty, while responsiveness and empathy did not have a significant effect. However, assurance and customer satisfaction significantly contributed to loyalty.

Q: What are the key takeaways from this study?

A: The key takeaways from this study are:

Good service quality has a positive effect on customer satisfaction: This study highlights the importance of service quality in creating customer satisfaction.
Customer satisfaction is a critical factor in loyalty: Customer satisfaction is a critical factor in creating loyalty, and it should be prioritized by companies.
Not all dimensions of service quality have the same influence: The study shows that not all dimensions of service quality have the same influence on customer satisfaction and loyalty.

Q: What are the limitations of this study?

A: This study has several limitations, including:

Sample size: The sample size of this study was limited to 100 customers, which may not be representative of the entire customer base.
Service quality dimensions: The study only focused on five dimensions of service quality, which may not be comprehensive.
Customer satisfaction: The study only measured customer satisfaction through a single survey, which may not capture the full range of customer experiences.

Q: What are the future research directions?

A: Future research should focus on the following areas:

Service quality and customer loyalty: Further research should investigate the relationship between service quality and customer loyalty in different industries and contexts.
Customer satisfaction and loyalty: Studies should explore the role of customer satisfaction in loyalty and how it can be improved.
Service quality dimensions: Research should investigate the impact of different service quality dimensions on customer satisfaction and loyalty.

Q: What are the practical implications of this study?

A: The practical implications of this study are:

Companies should prioritize customer satisfaction: Companies should prioritize customer satisfaction by providing consistent and reliable services.
Service quality should be improved: Companies should focus on improving tangible and reliability aspects of service quality to create greater satisfaction with customers.
Customer-centric approach: Companies should adopt a customer-centric approach to understand the needs and desires of customers and provide services that meet their expectations.

Q: What are the recommendations for companies?

A: The recommendations for companies are:

Improve tangible and reliability: Companies should focus on improving tangible and reliability aspects of service quality to create greater satisfaction with customers.
Enhance customer satisfaction: Companies should prioritize customer satisfaction by providing consistent and reliable services.
Develop a customer-centric approach: Companies should adopt a customer-centric approach to understand the needs and desires of customers and provide services that meet their expectations.