The Effect of Customer Experience and Service Quality on Satisfaction in Increasing Loyalty

Abstract

Customer experience and service quality are several factors that can affect satisfaction and have the impact on loyalty. The aim of this study was to investigate whether customer experience and service quality influence satisfaction and impact loyalty or not. The sample of this study was 104 customers of PT Indonesia Comnets Plus SPBU Semarang taken by using a purposive sampling technique. The collected data were analyzed using multiple regression test. The results of this study prove that customer experience affects satisfaction; service quality affects satisfaction; and satisfaction affects loyalty. The better the customer experience in terms of what the company provided in handling disruption and ease of communication, the higher the satisfaction. The higher the satisfaction indicated by the customer subscription period according to the service subscription contract period, the higher the loyalty. Based on these findings, it can be concluded that customer experience and service quality effectively increase customer satisfaction to build customer loyalty.