Research Paper
Year: 2020 | Month: June | Volume: 7 | Issue: 6 | Pages: 176-184
The Effect of Product Quality and Services on Customer Satisfaction and Customer Loyalty Product Support of PT Trakindo Utama Zona Pekanbaru
Erwin1, Isfenti Sadalia2, Endang Sulistya Rini2
1,2Master of Management Study Program, Postgraduate School of University of Sumatera Utara
Corresponding Author: Erwin
ABSTRACT
Understanding the factors that influence customer loyalty is very important for the company, because the customer loyalty has an important dimension in supporting the achievement of sales targets, including are repurchases, retention and referrals dimension. For five years since 2012, spare parts and services sales in Trakindo Utama Pekanbaru zone has been decreased significantly. In year of 2012 sales of spare parts and services reached USD 10.3 million, but in year of 2016 fell significantly only reached USD 3.8 million. The research was conducted in Trakindo Utama Pekanbaru zone by using survey method. Respondents consisted of 108 customers given 20 statements containing the statement of the customer quality variable, the service quality variable, the customer satisfaction variable and customer loyalty variable. From 108 questionnaires distributed, 78 questionnaires were filled in completely and returned to the researchers. From the research result indicated that variable of service quality have positive and significant effect to customer satisfaction. Product quality and service quality have positive and significant influence to customer loyalty. And variable intervening of customer satisfaction have a positive and significant effect to customer loyalty. From result of research indicate that influence of customer satisfaction to customer loyalty more significant rather than the variable of product quality and service quality.
Keywords: Product quality, service quality, customer satisfaction and customer loyalty.
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