PERANAN KEPUASAN DALAM MEMEDIASI PENGARUH KUALITAS PELAYANAN, CITRA ORGANISASI DAN KEPERCAYAAN TERHADAP LOYALITAS ANGGOTA (STUDI KASUS PADA KPN KOGUSDA TALAMAU)

Abstract

The purpose of this research was to examine the role of customer as mediation on
the relationship between service quality, organizational image, trust and customer
loyalty. The theory of customer loyalty explained that service quality, organizational
image, and trust as determinats of customer satisfaction and in turns to affect
customer loyalty. The population of the research was the members of KPN Kogusda
Talamau District year 2013 which accounted for 238 people and the number of
sample was 150 respondents. In order to test the hypotheses, this research was
conducted simple, multiple and hierarchical regression analyses. The results found
that service quality, trust, and satisfaction positively and significantly influenced
customer loyalty, while organizational image did not affect customer loyalty. Service
quality, organizational image and trust were found to have positive and significant
effect on customer satisfaction. Customer satisfaction mediated the relationship
between service quality, trust and customer loyalty, while customer satisfaction did
not mediate the relationship between organizational image and customer loyalty.
Implication of this study revealed that in order to enhance customer loyalty, it is
needed to create customer satisfaction through imcrease the implementation of
service quality, organizational image, and customer trust.
Keywords: Service Quality, Organizational Image, Trust, Satisfaction, and Loyalty