Analysis of Technical Service Quality in Increasing Customer Loyalty and Satisfaction: Study Broadband Internet Service in Indonesia

Abstract

This paper investigates the effect of service quality on consumer loyalty of Telkomsel Flash broadband internet access services. Furthermore, the variables of trust and customer satisfaction are also tested as mediating variables. Samples were taken as many as 200 respondents were carried out using convenience sampling techniques by selecting a non-random sample. A convenience sampling technique was chosen to avoid perceived bias in filling out the questionnaire. Data were analyzed with AMOS 18, Structural Equation Model Analysis was conducted to estimate several separate regression equations, but each has a simultaneous or concurrent relationship. The variable technical quality and customer satisfaction directly and partially affect consumer loyalty on Telkomsel Flash broadband internet access services. Mediation testing results indicate that the research model best represents the data in this study as partially mediated models. The results show that there is a positive and significant relationship between variables in 4 relationship interactions. The relationship of the variables referred to is (1) service quality with customer satisfaction, (2) service quality with trust, (3) service quality with customer loyalty, (4) customer satisfaction with customer loyalty. Nevertheless, two relationships between variables show insignificant relationships: customer satisfaction with trust and (2) trust with customer loyalty.