The Influence of Service Quality and Trust on Customer Loyalty with Satisfaction as an Intervening Variable in Mandiri Supermarket Medan

Oct 13, 2025 by talynt.org 50 views

The Influence of Service Quality and Trust on Customer Loyalty with Satisfaction as an Intervening Variable in Mandiri Supermarket Medan

Introduction

In today's highly competitive business landscape, especially in the retail sector, companies must have a solid strategy to build customer loyalty in order to stay ahead of the competition and achieve their desired profits. One of the key factors that contribute to customer loyalty is the quality of service provided by a company. However, service quality is not the only factor that influences customer loyalty. Trust and satisfaction also play a crucial role in determining whether a customer will remain loyal to a particular brand or store. This study aims to investigate the effect of service quality and trust on customer loyalty, with satisfaction as an intervening variable, at Mandiri Supermarket Griya Medan.

The Importance of Customer Loyalty

Customer loyalty is a critical aspect of any business, and it goes beyond just achieving customer satisfaction. While satisfaction is essential, there are other factors that can influence loyalty, such as cultural and consumer behavior. In today's fast-paced and ever-changing market, customers are often interested in new and innovative products and services. As a result, companies must pay attention to various aspects that affect the overall customer experience. Customer loyalty is not just about retaining existing customers but also about attracting new ones. By building a loyal customer base, companies can create a competitive advantage and drive business growth.

Research Methods

This study employed a quantitative research approach, using a sample of 109 respondents who are customers of Mandiri Supermarket Griya Medan. The sample was selected using a probability technique, namely Simple Random Sampling. The data collection tool used was a questionnaire, and the research method employed for hypothesis testing was the Structural Equation Model (SEM). The SEM is a statistical technique that allows researchers to examine the relationships between multiple variables and test hypotheses about the relationships between them.

Research Results

The results of this study showed that:

Service Quality has a positive and significant effect on Customer Loyalty at Mandiri Supermarket Griya Medan. This means that good service quality is essential in building customer loyalty.
Customer Trust also has a positive and significant effect on Customer Loyalty. This suggests that trust is a critical factor in determining customer loyalty.
Customer Satisfaction has a positive and significant influence on Customer Loyalty. This indicates that customer satisfaction is a key driver of customer loyalty.
Service Quality has a positive and significant effect on Customer Satisfaction. This means that good service quality can lead to higher customer satisfaction.
Customer Trust has a positive and significant impact on Customer Satisfaction, which means that trust can function as a mediator between service quality and customer loyalty.

Additional Analysis

The analysis indicates that good service quality not only increases customer satisfaction but also increases their level of trust, which in turn affects loyalty. By understanding this relationship, Mandiri Supermarket can formulate a more effective strategy in improving service quality and building customer trust. Some strategies that can be implemented include:

Increasing employee training in serving customers
Paying attention to customer feedback to improve services
Establishing good and transparent communication with customers

By implementing these strategies, Mandiri Supermarket Griya Medan can create customers who are not only satisfied but also loyal, which is essential in surviving the tight competition in the retail industry.

Conclusion

In conclusion, this study highlights the importance of service quality and trust in building customer loyalty. The results of this study suggest that good service quality, customer trust, and customer satisfaction are critical factors in determining customer loyalty. By understanding these relationships, companies can develop effective strategies to improve service quality and build customer trust, which can lead to increased customer loyalty and ultimately drive business growth.

Recommendations

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

Mandiri Supermarket Griya Medan should prioritize improving service quality to increase customer satisfaction and loyalty.
The company should establish a customer feedback system to gather feedback from customers and improve services accordingly.
Mandiri Supermarket should invest in employee training to enhance their skills in serving customers.
The company should establish good and transparent communication with customers to build trust and loyalty.

By implementing these recommendations, Mandiri Supermarket Griya Medan can create a loyal customer base and achieve its desired profits in the competitive retail industry.

Limitations of the Study

This study has several limitations, including:

The sample size is relatively small, which may limit the generalizability of the findings.
The study only focuses on Mandiri Supermarket Griya Medan, which may not be representative of other retail stores.
The study only examines the relationships between service quality, customer trust, customer satisfaction, and customer loyalty, which may not capture other factors that influence customer loyalty.

Future Research Directions

Future research should aim to:

Examine the relationships between service quality, customer trust, customer satisfaction, and customer loyalty in other retail stores.
Investigate the impact of other factors, such as cultural and consumer behavior, on customer loyalty.
Develop and test effective strategies to improve service quality and build customer trust in the retail industry.

By addressing these limitations and exploring new research directions, future studies can provide a more comprehensive understanding of the factors that influence customer loyalty and develop effective strategies to build customer loyalty in the retail industry.
Frequently Asked Questions (FAQs) about the Influence of Service Quality and Trust on Customer Loyalty

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of service quality and trust on customer loyalty, with satisfaction as an intervening variable, at Mandiri Supermarket Griya Medan.

Q: Why is customer loyalty important?

A: Customer loyalty is essential for any business, as it leads to increased customer retention, positive word-of-mouth, and ultimately, business growth. Loyal customers are also more likely to recommend a brand or store to others, which can lead to increased sales and revenue.

Q: What are the key findings of this study?

A: The key findings of this study are:

Service quality has a positive and significant effect on customer loyalty.
Customer trust also has a positive and significant effect on customer loyalty.
Customer satisfaction has a positive and significant influence on customer loyalty.
Service quality has a positive and significant effect on customer satisfaction.
Customer trust has a positive and significant impact on customer satisfaction, which means that trust can function as a mediator between service quality and customer loyalty.

Q: What are the implications of this study for Mandiri Supermarket Griya Medan?

A: The implications of this study for Mandiri Supermarket Griya Medan are:

The company should prioritize improving service quality to increase customer satisfaction and loyalty.
The company should establish a customer feedback system to gather feedback from customers and improve services accordingly.
Mandiri Supermarket should invest in employee training to enhance their skills in serving customers.
The company should establish good and transparent communication with customers to build trust and loyalty.

Q: What are the limitations of this study?

A: The limitations of this study are:

The sample size is relatively small, which may limit the generalizability of the findings.
The study only focuses on Mandiri Supermarket Griya Medan, which may not be representative of other retail stores.
The study only examines the relationships between service quality, customer trust, customer satisfaction, and customer loyalty, which may not capture other factors that influence customer loyalty.

Q: What are the future research directions for this study?

A: The future research directions for this study are:

Examine the relationships between service quality, customer trust, customer satisfaction, and customer loyalty in other retail stores.
Investigate the impact of other factors, such as cultural and consumer behavior, on customer loyalty.
Develop and test effective strategies to improve service quality and build customer trust in the retail industry.

Q: What are the practical implications of this study for other businesses?

A: The practical implications of this study for other businesses are:

Prioritize improving service quality to increase customer satisfaction and loyalty.
Establish a customer feedback system to gather feedback from customers and improve services accordingly.
Invest in employee training to enhance their skills in serving customers.
Establish good and transparent communication with customers to build trust and loyalty.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are:

The study provides evidence for the importance of service quality and trust in building customer loyalty.
The study highlights the mediating role of customer satisfaction in the relationship between service quality and customer loyalty.
The study contributes to the existing literature on customer loyalty and service quality.

Q: What are the future research directions for this study in terms of methodology?

A: The future research directions for this study in terms of methodology are:

Use a larger sample size to increase the generalizability of the findings.
Use a more diverse sample to increase the representativeness of the findings.
Use a mixed-methods approach to gather both quantitative and qualitative data.
Use a longitudinal design to examine the relationships between service quality, customer trust, customer satisfaction, and customer loyalty over time.