Customer Loyalty Study of Transportation Equipment through the Realization of Customer Satisfaction

Abstract

This study aims to examine service recovery and complaint handling in building customer loyalty through customer satisfaction on transportation equipment rental. The sample was determined by 90 respondents using purposive sampling technique based on the number of population. The population is 912 customers who use transportation equipment rental services. The analytical tool used is Structural Equation Medelling (SEM) using AMOS Version 21 Program. The results of hypothesis test indicate that all hypotheses are supported. Service Recovery and Complaint Handling have positive effect on Customer Satisfaction and Customer Satisfaction has positive effect on Customer Loyalty. Keywords : Service Recovery, Complaint Handling, Customer Satisfaction, and Customer Loyalty