THE SIGNIFICANCE OF SERVICE QUALITY ON CUSTOMER LOYALTY WITH CORPORATE IMAGE AND CUSTOMER SATISFACTION AS MEDIATORS

Abstract

This study seeks to reveal the effect of service quality on customer loyalty mediated by corporate image and customer satisfaction at restaurant X in Surabaya. Data were collected using a questionnaire for each variable, on 150 subjects with the characteristics of a minimum age of 19 years, and a minimum education of senior high school. Data were collected and analyzed using the SEM method with the help of SPSS AMOS 21 software. The results showed that service quality has an influence on customer satisfaction, through corporate image, which in turn affect customer loyalty. Corporate image mediator is fully functional because there is no direct relationship between service quality and customer satisfaction. This shows that consumers feel satisfied not directly caused by service quality, but good service quality form a positive corporate image which then make consumers feel satisfied, ultimately affecting loyalty. Abstrak Penelitian ini mengungkapkan pengaruh service quality terhadap customer loyalty dengan dimediasi oleh corporate image dan customer satisfaction pada restoran X di Surabaya. Pengambilan data menggunakan kuesioner untuk masing-masing variabel, pada 150 subyek dengan karakteristik usia minimal 19 tahun, dan pendidikan terakhir minimal SMA. Data dikumpulkan dan dianalisis menggunakan metode SEM dengan bantuan software SPSS AMOS 21. Hasil penelitian menunjukkan bahwa service quality memiliki pengaruh terhadap customer satisfaction, dengan melalui corporate image, yang selanjutnya akan mempengaruhi customer loyalty. Mediator corporate image berfungsi penuh karena tidak ada hubungan langsung antara service quality dengan customer satisfaction. Hal ini menunjukkan bahwa konsumen merasa puas bukan disebabkan secara langsung oleh service quality, tetapi service quality yang baik akan membentuk corporate image yang positif kemudian akan membuat konsumen merasa puas, akhirnya berpengaruh terhadap loyalitas mereka. Kata kunci: kualitas layanan, citra perusahaan, kepuasan pelanggan, loyalitas pelanggan.