Articles

The Relationship between Service Quality, Customer Satisfaction, and Loyalty: A Literature Review

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For businesses to succeed, organizations need to focus on meeting the needs and expectations of their customers, leading to the purchase of their products or services. A key consideration for businesses, especially in service industries, is service quality. This is a crucial factor that significantly influences consumer behavior. Such an approach appears to be becoming increasingly necessary now and, in the future, driven by modern technologies and artificial intelligence that consumers use daily. Such technology increases the distance between producers and consumers in their interactions. Therefore, focusing marketing efforts to create consumer awareness or touchpoints for services becomes more crucial, as it helps bridge the growing gap in interactions caused by modern technologies and artificial intelligence. This study, based on relevant literature and research on service quality, found that it directly impacts customer satisfaction and loyalty. Furthermore, customer satisfaction directly affects customer loyalty. This study provides a conceptual framework linking three key factors: service quality, customer satisfaction, and customer loyalty. Management and marketing professionals can utilize this framework to plan strategies and activities that foster customer loyalty through high-quality service that leads to customer satisfaction. Other academics can also build upon this framework in future research.

Factors Affecting Customer Satisfaction Towards Lоgistics Service Quality in Ba Ria – Vung Tau, Vietnam

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This study investigates the factors influencing customer satisfaction with logistics service quality in Ba Ria – Vung Tau, Vietnam using the SERVPERF model. Data were collected from 250 enterprises and analyzed using Cronbach’s Alpha, Exploratory Factor Analysis, Pearson correlation, and multiple regression. The results confirm that responsiveness, assurance, and tangibles have significant positive effects on customer satisfaction, with responsiveness showing the strongest impact. In contrast, empathy and reliability were not found to have significant effects in the final model. The findings also indicate that satisfaction varies across business sectors but shows no significant differences based on firm size or years of operation. These results suggest that logistics service providers should prioritize improving service responsiveness, staff competence, and physical facilities to enhance customer satisfaction.

Customer Satisfaction in Airport Baggage Reclaim: Conceptualising a Moderated-Mediated Model of Service Quality and Risk Management

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This study conceptualises a moderated-mediation framework to explain customer satisfaction in airport baggage reclaim operations. Customer satisfaction is positioned as the dependent variable, with baggage reclaim handling process serving as the independent variable. Drawing on process improvement and service quality perspectives, the framework proposes service quality as a mediator through which baggage reclaim handling influences customer satisfaction. Efficient, reliable, and transparent baggage reclaim processes are expected to enhance perceptions of service quality, which in turn drive satisfaction. The framework further introduces risk management as a moderator, acknowledging the inherently uncertain and disruption-prone nature of airport operations. Operational risks such as system failures, congestion, and human error can weaken service consistency and undermine customer satisfaction, even when baggage processes are well designed. Effective risk management is therefore a contingency factor that strengthens the effect of the baggage reclaim handling process on customer satisfaction by stabilising service quality under varying operational conditions. Grounded in Process Improvement Theory, SERVQUAL, Expectation–Confirmation Theory, and Contingency Theory, the proposed model explains how operational efficiency translates into customer satisfaction through perceptual evaluations of service quality, while accounting for contextual risk conditions. The study integrates operational, perceptual, and contextual dimensions into a single explanatory framework and offers insights for highlighting the importance of aligning process optimisation with service quality management and robust risk mitigation strategies. The study concludes by encouraging future empirical research to test the proposed moderated-mediation relationships using multivariate statistical techniques and to support data-driven improvements in airport baggage operations and passenger experience.

The Influence of Product Innovation and Customer Satisfaction Level on Repurchase Intention: A Study on the Markikas Kitchen Catering Culinary Business in Makassar City

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This study aims to determine the effect of product innovation on repurchase intention mediated by customer satisfaction at Catering Markikas Kitchen. The study uses a descriptive quantitative method (Path Analysis) and uses Smart-PLS as a test tool. In the research sample through probability sampling techniques, simple random sampling of a population of 298 and a sample of 100 respondents who are classified as Catering Markikas Kitchen customers. The results of the direct effect analysis show that product innovation has a positive and significant effect on repurchase intention and customer satisfaction. In addition, the results of the indirect effect analysis show that product innovation has a positive and significant effect on repurchase intention through customer satisfaction. Suggestions that can be given to Catering Markikas Kitchen business owners are to continue to innovate but still maintain the taste and quality of the product. However, other factors must be considered to continue to support customer satisfaction and create repurchase intention.

The Effect of Product Quality, Service Quality, Service Recovery on Customer Satisfaction and Customer Loyalty in Business to Customer (B2C), Case Study of AMA Group Bandung

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The research has the aim of seeing the relationship and effect between the variables of Product Quality, Service Quality, and Service Recovery on customer satisfaction and loyalty at AMA Group Bandung which focuses on Business to Costumer (B2C) and finding solutions to business problems that exist in AMA Group, namely the instability of AMA Group’s sales revenue. This research includes quantitative and qualitative. In this study were AMA Group B2C customers Population. The sample was 100 AMA Group. Data collection using some techniques by researcher used include interviews, observation, internal analysis (Segmenting, Targeting, Positioning and Marketing Mix) and external analysis (PESTEL analysis, Competitor analysis), and also use customer analysis obtained through the use of questionnaires. The method used by researchers in this study using Validity analysis, Reliability analysis, Descriptive Analysis, and path analysis. Researchers in this study used an analytical tool is smartPLS. The analysis results by this researcher indicate that there is an influence between the variables of Product Quality, Service Quality, and Service Recovery on customer satisfaction and customer loyalty.

Optimizing Marketing Strategy to Improve Heavy Equipment Sales Performance in the Coal Mining Sector: Evidence from PT United Tractors West Sumatra

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This study investigates the impact of strategic marketing optimization on the sales performance of heavy equipment in the coal mining sector, focusing on PT United Tractors West Sumatra. Employing a quantitative approach, the research examines key factors such as Customer Relationship Management (CRM), customer satisfaction, and customer loyalty, and their interrelationships in influencing sales outcomes. Data were collected through structured questionnaires distributed to corporate clients and sales representatives within the region. Structural Equation Modeling (SEM) was used to analyze the data and test the hypothesized relationships. The findings reveal that while CRM significantly enhances customer satisfaction, its direct effect on sales performance is not statistically significant. Conversely, customer satisfaction strongly influences customer loyalty, which in turn has a significant positive effect on sales performance. The study highlights the complexity of the B2B heavy equipment market, where factors such as long purchasing cycles, after-sales service, and relationship management play crucial roles. Practical implications suggest that PT United Tractors should prioritize integrated marketing strategies that enhance customer satisfaction and loyalty through personalized service, value co-creation, and responsive support. This research contributes to the academic literature by providing empirical evidence on the nuanced roles of CRM and customer-centric strategies in optimizing sales performance in industrial markets.

Identify Issues That Influence Customer Satisfaction Using Sentiment Analysis and Topic Modeling

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The development of internet users in Indonesia continues to increase over time, this makes customers comfortable with digital transactions. Trinusa Travelindo Company or better known as Traveloka, which is engaged in the online travel agent sector, has proven its extraordinary achievement, namely becoming the E-tourism application that is ranked 1st most visited by the Indonesian people in 2022. However, these results are also directly proportional to the number of negative reviews created in the application review itself. This study aims to identify what issues affect customer satisfaction with topic modelling. This study uses the text mining method derived from the results of Traveloka application user reviews. The data source obtained in this study is secondary data by using the Traveloka application review data crawling technique with samples from January to May. Based on sentiment analysis, positive sentiment is more dominant (50.38%) compared to negative sentiment (49.62%). User reviews are grouped based on the results of sentiment analysis, then Topic Modelling is carried out to find out what issues affect customer satisfaction. The topic modelling of the data used is Latent Dirichlet Allocation (LDA) and Latent Semantic Analysis (LSA) with the help of phyton 6.3. to find out what words and topics often appear or as factors that influence customer satisfaction. The most influential negative issues include the refund and payment process, pay later services, and the ordering experience which is considered complicated. On the other hand, issues that contribute positively to customer satisfaction include product quality, service quality, and promos and discounts. This is reinforced by the results of topic modelling which show that these aspects are often the main concerns in user reviews on the Google Play store. Thus, this study suggests that in order to increase customer satisfaction, Traveloka needs to focus on improving the quality of service, products, and offering more attractive promos, while simplifying the refund process and ordering experience in the application, some still say it is complicated

The Effect of Perceived Ease of Use and Service Quality on Customer Loyalty with Customer Satisfaction as an Intervening Variable: Case Study on Tokopedia

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Transactions on e-commerce have become a common habit in society. Indonesia had approximately 196.47 million e-commerce users, and this number is predicted to continue increasing. The total value of e-commerce transactions has reached Rp 453.75 trillion, and Tokopedia is among the top five e-commerce platforms with the most visitors, totaling 1.2 billion visits. However, Tokopedia has recently experienced a 31% decrease in visits compared to the previous year, and many users have expressed dissatisfaction. Based on these issues, the aim of this research is to determine the influence of service quality and perceived ease of use on customer loyalty, with customer satisfaction serving as a mediating variable with the object of research Tokopedia. This research is quantitative in nature, utilizing descriptive and causal analysis. Sampling was carried out using purposive sampling method, resulting in 400 respondents who fulfilled the requirements applied in this research. The analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the SmartPLS 3. The findings of this research indicate a positive and significant effect of perceived ease of use and service quality on customer loyalty, both directly and indirectly through customer satisfaction. The model used in this study explains 55.8% of consumer loyalty behavior towards Tokopedia, which falls into the moderate category. Tokopedia should enhance the quality of services offered to users and ensure they encounter no difficulties while using the Tokopedia application. The objective is to improve customer satisfaction on Tokopedia, ultimately leading to increased customer loyalty.

The Effect of Gamification toward Customer Engagement in Shopee E-Commerce

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Customer engagement is one of the factors that influences a company’s overall performance, this aspect reflects the interaction between customers and brands. Gamification is one method that can be used to increase customer engagement. This research examines the influence of gamification on customer engagement on the Shopee e-commerce platform. In the rapidly evolving digital era, gamification has become a popular strategy to increase customer engagement by creating fun and interactive experiences. Shopee, as one of the leading e-commerce platforms in Indonesia, has implemented various gamification elements to attract customer attention. This research uses a quantitative approach with an online survey method involving 212 active Shopee user respondents from Jakarta and Bandung aged between 18 – 35 years. The data collected was analyzed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique to test the relationship between the constructs of gameful experience, game satisfaction, and customer engagement. The research results show that all dimensions of the gameful experience, which include achievement, challenge, competition, immersion, fun, and social experience, have a positive influence on game satisfaction. Furthermore, game satisfaction also has a strong positive influence on customer engagement. This research provides insight for Shopee and other e-commerce about the importance of gamification to increase customer satisfaction and engagement. Effective implementation of gamification strategies can encourage e-commerce platforms to create more engaging user experiences.

The Influence of Inclusive Brand Image in Indonesian Cosmetic Products on Customer Loyalty

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In recent years, cosmetic brands in Indonesia have shifted their marketing strategies to emphasize inclusivity, aiming to foster stronger customer loyalty. This shift includes the portrayal of diverse beauty standards and the inclusion of a wide range of skin tones and types in their product lines.  Prior studies have demonstrated that an inclusive brand image significantly boosts brand trust and customer satisfaction. The research investigates the influence of an inclusive brand image in Indonesia’s cosmetic products on customer loyalty, focusing specifically on Generation Z consumers. By employing a quantitative research methodology, data was collected using online surveys distributed to 201 respondents aged 12-27 years. The study aims to explore the relationship between inclusive brand image and brand trust, customer satisfaction, and loyalty within the context of the Indonesian cosmetics market. Data analysis was conducted using descriptive statistics and PLS-SEM. The findings indicate that an inclusive brand image positively influences brand trust and customer satisfaction, which subsequently strengthen customer loyalty. Findings from this research are anticipated to provide insights that can help local cosmetic brands enhance their inclusive marketing strategies, thereby fostering a sense of acceptance and belonging among their diverse customer base and driving customer loyalty.