KUALITAS PELAYANAN BERPENGARUH TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI
Abstrak
The population in this study is loyal customers who use the services of Lila Tour and Travel for the past 3 years for tour products. The sampling method used is nonprobability sampling with a purposive sampling technique that is the sampling technique with certain considerations. The sample chosen in this study was 100 respondents. Data were analyzed using path analysis techniques. The results showed that service quality had a positive and significant effect on customer satisfaction, and service quality and customer satisfaction had a positive and significant effect on customer loyalty in the Lila Tour and Travel company. Suggestions that can be given to achieve customer satisfaction and optimal customer loyalty is that the quality of service provided by the company is improved, by: serving customers quickly, responding to complaints conveyed by customers, understanding customer desires, and willing to provide information needed by customers.
Keywords: service quality, customer satisfaction, customer loyalty