THE ROLE OF CUSTOMER SATISFACTION AS MEDIATION ON THE INFLUENCE OF SERVICE PERFORMANCE AND RELATIONSHIP MARKETING ON CUSTOMER LOYALTY

Abstract

Every company can achieve competitive advantage through long-term relationships between companies and customers to build customer loyalty. Competitive advantage can be formed through various factors. This study aims to determine the effect of Service Performance and Relationship Marketing on Customer Loyalty mediated by Customer Satisfaction. The method used in this study is a quantitative method, the population in this study was 95 people using PLS analysis techniques. Based on the results of the analysis, it is found that service performance has an influence on customer satisfaction, relationship marketing has no effect on customer satisfaction, service performance has an influence on customer loyalty, relationship marketing has an influence on customers, customer satisfaction has an influence on customer loyalty, customer satisfaction is a mediating variable. partial (partial) on the effect of service performance and relationship marketing on customer loyalty. This research is expected to help companies in increasing customer loyalty through service performance and relationship marketing.