The Mediating Role of Trust in the Influence of Communication and Customer Experience on Customer Satisfaction at Pematang Siantar Class II Check Point Immigration Office
Keywords:
Customer Experience, Communication, Trust, Customer SatisfactionAbstract
This research aims to analyze the effects of communication, and customer experience on customer satisfaction with trust as a mediating variable at Pematang Siantar Class II Check Point Immigration Office. The research employs a quantitative explanatory approach using primary data collect from 372 passport applicants. Data were analyzed using the Partial Least Squares- Structural Equation Modelling (PLS-SEM) technique with SmartPLS. The results indicate that customer experience has a positive and significant effect on both trust and customer satisfaction. Communication is found to have a positive and significant effect on trust; however, it does not have a direct significant effect on customer satisfaction. Trust, in turn, significantly influences customer satisfaction and plays a mediating role in the relationship between communication and customer satisfaction, as well as between customer experience and customer satisfaction. The coefficient of determination demonstrates that the proposed model has a moderate explanatory power in explaining variations in trust and customer satisfaction.These findings underscore the importance of enhancing customer experience and fostering public trust to improve satisfaction with immigration services. While communication alone may not directly increase satisfaction, its role in building trust is crucial. This study contributes to the public service literature by providing empirical evidence on the mediating role of trust in the context of immigration services and offers practical implications for improving service quality in public sector organizations.
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