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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Ade Carlo Tiganna Damanik
Master Management Program, Post Graduated School, Universitas Sumatera Utara
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THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER LOYALTY IS MEDIATED BY SATISFACTION VARIABLES (STUDY OF CUSTOMER PERCEPTIONS ON BANK MANDIRI UNIT KUALA TANJUNG BRANCH BATUBARA DISTRICT, NORTH SUMATRA PROVINCE) Ade Carlo Tiganna Damanik; Nazaruddin; Yeni Absah
MORFAI JOURNAL Vol. 3 No. 3 (2023): October
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v3i3.1252

Abstract

Based on the research results, data analysis and discussion above, the following final conclusions can be drawn: There are differences between research conducted by previous researchers regarding the influence of service quality on consumer loyalty, where previous research stated that there is a significant influence on consumer loyalty. However, in this research, the service quality variable did not significantly influence customer/consumer loyalty. The user satisfaction variable has a positive and significant effect on the customer loyalty variable, where these results complement previous research which states that user satisfaction has a positive and significant effect on customer loyalty. Service quality and user satisfaction simultaneously influence customer loyalty with the results obtained namely 49.9% influencing loyalty and the remainder explained by other variables outside of the variables studied.
Co-Authors Nazaruddin Yeni Absah