Open AccessThe Role of Service and Product Quality on Customer Loyalty
Author(s) -
Ahmad Taufik,
Sugeng Santoso,
Muhamad Irfan Fahmi,
Faqih Restuanto,
Steven Yamin
Publication year - 2022
Publication title -
journal of consumer sciences
Language(s) - English
Resource type - Journals
ISSN - 2460-8963
DOI - 10.29244/jcs.7.1.68-82
Subject(s) - loyalty business model , business , customer satisfaction , customer retention , customer delight , service quality , customer advocacy , marketing , customer to customer , customer equity , mediation , advertising , service (business) , political science , law
Coffee shops are today's businesses with good and competitive prospects in providing customer satisfaction and building customer loyalty. This study aims to analyze the relationship between service quality and product quality on customer satisfaction and loyalty, the relationship between customer satisfaction and customer loyalty, and the relationship between product and service quality and customer loyalty mediated by customer satisfaction. The study was conducted using quantitative methods, sampling a questionnaire to 100 customers of Coffee Shop. The study was conducted in August 2021. Meanwhile, to analyze the relationship between variables, using partial least squares (PLS). Based on the study results, it can be concluded that service quality directly affects customers, especially customer satisfaction. Product quality also affects customer satisfaction and loyalty and vice versa. However, service quality did not directly affect customer loyalty. Meanwhile, mediation through customer satisfaction and product quality indirectly affects customer loyalty.