Customer Satisfaction as a Mediation Between Service Quality and Customer Loyalty of PT. Badak Ice Drink Factory Pematang Siantar
Keywords:
Customer Relationship Management (CRM), Service Quality, Customer Loyalty, Customer Satisfaction, Beverage IndustryAbstract
This study aims to analyze the influence of service quality on customer loyalty at PT. Rhino Beverage Ice Factory in Pematang Siantar, with customer satisfaction as a mediating variable. In an era of fierce competition, understanding the factors that affect customer loyalty is essential. The method used in this study was a survey with a questionnaire distributed to 150 customers. The collected data was analyzed using mediation regression techniques. The results of the study show that service quality has a significant positive influence on customer satisfaction. Furthermore, customer satisfaction has also been shown to have a positive effect on customer loyalty. Mediation analysis shows that customer satisfaction acts as a mediator that strengthens the relationship between service quality and customer loyalty. These findings emphasize the importance of improving service quality to improve customer satisfaction, wich in turn will drive customer loyalty. This research provides practical implications for the management of PT. Badak Beverage Ice Factory in formulating strategies to improve service quality and customer satisfaction, in order to build stronger loyalty in the market.
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