PENGARUH KUALITAS PELAYANAN DAN CUSTOMER VALUE TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING (Studi pada KPN Kopseda Kecamatan Pasaman)

Abstract

The aim of this study was to examine the role of customer’s satisfaction as
intervening variable on the relationship between service quality, customer value and
customer loyalty. The population oh the study was the members of KPN Kopseda
Pasaman District. The number of usable data was 187 respondents. In terms of
testing the hypotheses, the study performs simple, multiple and hierarchical
regression analyses. The results of analysis revealed that first; service quality and
customer value positively affect both customer’s satisfaction and customer loyalty.
Second, customer’s satisfaction was found to have positively effect on customer
loyalty. Third, customer’s satisfaction was proven as intervening variable on the
relationship between service quality, customer value and customer loyalty. The
study’s findings recommended increasing implementation of service quality and
customer value as foundations to create customer’s satisfaction and loyalty.
Keywords: Service Quality, Customer Value, Satisfaction, and Loyalty.