Abstract
This study was conducted to analyze the factors affecting customer satisfaction and analyze customer satisfaction’s effect on customer loyalty. The customers were being studied used the service and repair provided by the motor workshop. Data was collected by distributing questionnaires to the customers of Motor Workshop “Muas Motor” that was located at Kelurahan Gunung Batu, Bogor. This study successfully collected the data, with purposive sampling technique, and analyzed 200 samples that were used as primary data. This study used multiple linear regression testing. The data collected were processed and analyzed using SPSS version 20. Anova test result showed that all independent variables simultaneously had a signfi cant effect on the level of customer satisfaction. T test results indicated that Physical Evidence, Empathy, and Relational Marketing dimensions of customer satisfaction had a signifi cant and positive effect on customer satisfaction. While Reliability, Responsiveness, and Assurance dimensions of customer satisfaction did not have a signifi cant effect on customer satisfaction. This study also showed that customer satisfaction had a signifi cant and positive effect on customer loyalty.
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