PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PUBLIK DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI DAN NILAI PELANGGAN SEBAGAI MODERASI

Abstract

The purpose of this study is to examine the intervening effect of customer satisfaction
on the relationship between service quality and customer loyalty and the role of
customer value as moderating. The research population is all entire communities
who received service quality of birth certificate issuance in the period of
August-December 2013 that accounted for 351 customers and the numbers of
usable samples were 187 customers. In order to test hypotheses, this study performs
simple and hierarchical regression analyses. The results of analysis displayed that a)
Service quality positively influences customer satisfaction and customer loyalty. b)
Customer satisfaction was found to have positive effect on customer loyalty. c)
Customer satisfaction was proven as intervening variable on the relationship between
service quality and customer loyalty. d) The customer value moderated the
relationship between service quality and customer satisfaction.
Keywords: Service Quality, Customer Satisfaction, Customer Value, and Customer Loyalty.