The Mediation Effect of Customer Satisfaction on the Relationship between Product Quality, Perceived Price Justice and Customer Loyalty

Abstract

This study aimed to examine the effect of mediation, satisfaction, and the relationship between product quality, perceived fair prices, and customer loyalty. With a sample size of 400, the study was conducted at Telkomcel in Dili, Timor-Leste. The data collection of this study used a questionnaire adopted by previous studies, and data analysis used SMART-PLS 3.0. The findings of this study indicated that product quality has no significant effect on the loyalty of the customer. Still, the perception of a fair price that is satisfied by the customer significantly affects the loyalty of the customer. The customer is satisfied with the significant mediating effect on the relationship between product quality and fair perception of the customer's loyalty. This research has implications for product quality, perception of reasonable prices, and customer loyalty.