PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS KORBAN BENCANA ALAM DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Abstract

The purpose of this study was to examine the intervening effect of customer
satisfaction on the relationship between service quality and customer loyalty in BPBD
Kabupaten Pesisir Selatan Regency. The research population is all victims of natural
disasters that accounted for 86 respondents. In order to test hypotheses, this study
performs simple and hierarchical regression analyses. The results of analysis
displayed that a) Service quality significantly influences customer loyalty; b) Service
quality significantly influences customer satisfaction; c) customer satisfaction was
found to have significant affect on customer loyalty; d) customer satisfaction played
as intervening variable on the relationship between service quality and customer
loyalty. The research findings provided some practical contributions that in order to
enhancing customer loyalty, it is suggested to increase customer satisfaction through
implementing service quality better.
Keywords: Service Quality, Customer Satisfaction, and Customer Loyalty