Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan PT Surveyor Indonesia Cabang Palembang

Abstract

In the era of globalization, industrial competition causes competition in numerous industrial sectors. PT Surveyor Indonesia's efforts to optimize its role in the service business in the fields of inspection, supervision, assessment, standardization, and testing necessitate the execution of a policy to implement its marketing concept so that it can continually improve service quality, thereby ensuring customer satisfaction and loyalty in the use of its services. This study seeks to examine the relationship between service quality and customer satisfaction at PT Surveyor Indonesia and customer loyalty. This investigation is a cross-sectional survey study using Google forms to distribute online questionnaires. This study's sample consisted of 100 organizations that utilized PT Surveyor Indonesia Palembang Branch's services in 2022. According to the findings of this study, 48% of respondents indicated that the quality of service was adequate, 55% of respondents indicated that they were satisfied, and 54% of respondents indicated that they were quite loyal to the services provided. Customer loyalty is partially influenced by service quality and customer satisfaction (p-value = 0.000). While the combined effect of service quality and customer satisfaction is 34%, the remaining 66% is attributable to the influence of factors outside the scope of this study.