Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 3 No. 3 (2023): October

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 (Master Management Program, Post Graduated School, Universitas Sumatera Utara)
Nazaruddin (Master Management Program, Post Graduated School, Universitas Sumatera Utara)
Yeni Absah (Master Management Program, Post Graduated School, Universitas Sumatera Utara)

Article Info

Publish Date
30 Oct 2023

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.

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Journal Info
Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Website

Abbrev

MORFAI

Publisher

CV. RADJA PUBLIKA

Subject

Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

Description

MORFAI This journal will publish research articles or studies that are multidisciplinary in nature, including: education, law, health, agriculture, engineering, energy, technology, and social science. This journal is dedicated to explore and socialize many creative and innovative thought who focus ...