Enhancing Customer Loyalty: The Role Of Service Quality In Customer Satisfaction
Authors: Kurniawan Angga , Hidayatun Umi Safangati , Tasrim  , Jayanti Ansri , Septyarini Epsilandri , Sudibyo Tyagita Dianingtyas 
Published: January 2025

Introduction: This study investigates the relationship and impact of service quality on customer satisfaction at Yamaha Motor. Using correlation analysis, the study identifies a strong positive relationship between service quality and customer satisfaction, indicated by a Pearson correlation value of 0.778. A simple linear regression analysis further demonstrates that service quality significantly influences customer satisfaction, with a t-calculated value of 10.930, surpassing the t-table value of 1.664. These findings highlight the crucial role of service quality in shaping customer experiences and satisfaction levels. The results align with previous studies, which consistently establish a positive and significant relationship between service quality and customer satisfaction. This study emphasizes that delivering high-quality service is a key strategy for enhancing customer satisfaction and maintaining competitive advantage in the motorbike service industry. It provides valuable insights for businesses aiming to improve service quality to meet customer expectations and foster long-term customer loyalty. Future research is encouraged to explore additional factors that may moderate or mediate this relationship, such as customer trust, loyalty, or service innovation.

Objective: This study explores the impact of service quality on customer satisfaction, emphasizing its importance for business sustainability in competitive markets. Customer satisfaction is crucial as it directly influences loyalty, profitability, and company growth. Service quality, defined as meeting or exceeding customer expectations, plays a key role in shaping satisfaction. Customers evaluate service quality based on their experiences and expectations, with high-quality service fostering loyalty and satisfaction. For Yamaha Motor, slow response to complaints and inconsistent service quality have affected customer satisfaction. This study highlights the correlation between service quality and satisfaction, underlining the need for businesses to deliver superior services to remain competitive.

Theoretical Framework: This framework highlights key theories and models that underpin the research, providing a solid basis for understanding customer satisfaction and service quality. According to Kotler (2014), satisfaction arises from comparing perceived performance to expectations, influencing repeat purchases and loyalty. Lovelock and Wirtz (2015) emphasize satisfaction as an evaluation of service quality, value, and customer experience. Tjiptono (2012) outlines satisfaction as the difference between expectations and performance. Service quality, defined by Zeithaml and Parasuraman (2011), involves consistently exceeding customer expectations. Factors like communication, past experiences, and marketing influence perceptions. This study examines the relationship between expectations, service delivery, and satisfaction in driving customer loyalty.

Method: The population is the generalization area consisting of objects/subjects that have certain qualities and characteristics determined by the researcher to be studied and then drawn into conclusions. The population and sample in this study consist of 80 customers of Yamaha Motor dealership in Bekasi..

Results and Discussion: The t-test was conducted by comparing the calculated t-value with the table t-value at a significance level of 0.05. The results of the significance test for the correlation coefficient showed a calculated t-value of 10.930, while the table t-value was 1.664. Since the calculated t-value is greater than the table t-value, Ho is rejected, and Ha is accepted, meaning that service quality has an effect on customer satisfaction.

Research Implications: Service quality and customer satisfaction indicate that consumers have become more discerning in choosing and utilizing goods, services, or products, ensuring they gain the utility and benefits they seek. In some cases, they are even willing to spend more to obtain high-quality products. Therefore, service quality plays a significant role for customers in determining the products they want to purchase. For companies, it can help increase sales volume and maximize financial revenue.

Originality/Value: After conducting this research, service quality has proven to be crucial as it directly impacts the company's image. Good service quality will be a significant advantage for Dealer Yamaha Motor Bekasi. If a company has already gained a positive reputation in the eyes of consumers, those consumers are likely to provide positive feedback and may even become loyal customers or repeat buyers. Therefore, it is essential to consider customer satisfaction in relation to the quality of service provided. Types of services that can be offered include convenience, speed, competence, and friendliness, demonstrated through attitudes and direct actions toward consumers.