Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepercayaan Pelanggan dan Kepuasan Pelanggan Pada Apotek di Manado

Abstract

Customer loyalty has become an important thing for any companies which want to have stable growth. Customer which are satisfied and trust the service quality of a company tend to become loyal to the company. Pharmacies as one of the service sector company need to watch their service quality in order to improve the loyalty of their customer. The objective of this study is to investigate the effect of service quality to customer loyalty through customer trust and customer satisfaction on Manado’s pharmacy. This study has 1 endogenous and 3 exogenous variable. Each of them was measured by different number of observed variables. The study population is the Manado’s pharmacy entire customer. The sample size is 120 respondents and was used judgmental sampling technique. The data was collected by questionnaires and it was analyzed using Structural Equation Modeling with Partial Least Square instrument. The Outer Model and Inner model analysis has showed that the model has fulfilled the Goodness of Fit criteria. While the result showed that all of variables have significantly effect to other variable in the hypotheses. There are two implications from the study. First, the Manado’s pharmacy need to increase their customer loyalty by improves their service quality as the practical implication. Second, the future research can add more variable which fit with the model to improve it as the theoretical implication.