The Effects of Service Quality on Customer Loyalty for a study of Bus Air Conditioner Service Center’s Customer Satisfaction using Structural Equation Modeling (SEM)
Journal of System and Management Sciences · 2022
The purpose of this study was to investigate the impact of service quality on customer loyalty in a study of customer satisfaction of Bus Air Conditioning Service Center from customers who brought various types of vehicles for air conditioning repair and services.For this study, questionnaires were employed to collect data.The satisfaction survey was conducted with 427 questionnaires, hypothetical analysis using a statistical tool called Structural Equation Modeling (SEM) with AMOS software, which measures service quality in 3 aspects, consisting of 9 attributes, 3 aspects of customer satisfaction consisting of 9 attributes, and 2 aspects of customer loyalty consisting of 5 attributes.Cronbach alpha, CR, and AVE were also utilized to validate the reliability and validity of the verification questionnaires.The research shows that service quality has a positive impact on customer satisfaction and customer loyalty, while customer satisfaction also has a positive influence on customer loyalty.However, we discovered that quality of service is important for recognizing and building loyalty in the service center.This will be useful in the future for planning the service system to be effective and sustainable.