Service Quality and Marketing Mix as Determinants of Customer Satisfaction and Loyalty

Abstrak

Customer loyalty is an important factor in sustaining service businesses, as it reflects customers’ willingness to repurchase and maintain relationships with service providers. This study investigates the effects of service quality and the marketing mix on customer satisfaction and loyalty, while also examining the influence of customer satisfaction on customer loyalty. A mixed-methods approach was adopted, integrating qualitative and quantitative data obtained through documentation, interviews, and questionnaire surveys. The collected data were analyzed using Structural Equation Modeling (SEM) with LISREL 8.80. The analysis comprised 222 respondents who fulfilled the predetermined research criteria. The findings demonstrate that both service quality and the marketing mix exert positive and statistically significant effects on customer satisfaction. Similarly, these two factors significantly and positively contribute to customer loyalty. In addition, customer satisfaction is found to have a positive and significant effect on customer loyalty. Collectively, the findings underscore the strategic importance of effectively managing service quality and the marketing mix as mechanisms for enhancing customer satisfaction and, ultimately, fostering stronger customer loyalty.