The Role of Satisfaction in Mediating The Influence of Service Quality on Customer Loyalty at PT. Katiga Ritel Strengindo
Keywords:
Service Quality, Satisfaction, LoyaltyAbstract
This study aims to analyze the role of satisfaction in mediating the effect of service quality on customer loyalty at K3 Mart in Medan. In an increasingly competitive retail industry, good service quality is expected to increase customer satisfaction, which in turn will contribute to customer loyalty. This study uses a quantitative approach with a survey method of 200 K3 Mart customers, which were taken using purposive sampling techniques. The results show that service quality has a positive and significant effect on customer satisfaction, which in turn has a positive effect on customer loyalty. Furthermore, customer satisfaction was found to mediate the effect of service quality on customer loyalty at K3 Mart. The structural model tested using Partial Least Squares (PLS) shows that service quality has a significant direct effect on customer loyalty through satisfaction. These findings support the hypothesis that customer satisfaction is not only influenced by service quality but also acts as an important mediating variable. Based on these results, K3 Mart is advised to improve service quality, such as cleanliness, comfort, and speed of service, as well as add product value to ensure customer satisfaction and encourage higher loyalty.
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