Effect of Service Quality, Orientation Services and Pricing on Loyalty and Customer Satisfaction in Marine Transportation Services

Abstract

This study aimed to analyze the influence of service quality, service orientation and pricing towards customer satisfaction, analyzing the effect of quality of service, service orientation and price to customer loyalty and analyze the influence of satisfaction on customer loyalty. The research was conducted at PT Pelindo IV Makassar by establishing samples of 250 respondents by formula Slovin. Data from the questionnaires were analyzed using Structural Equation Model using AMOS assistance 18. Findings from structural analysis indicate a good fit for the proposed model. The study found the quality of the service has negative direct effect and not significant on customer loyalty. Meaning that service quality indicators such as responsiveness, tangibles, empathy, reliability and assurance given by the officer marine transportation is not applied properly, so as not to contribute to increase customer loyalty. The service orientation is directly having no significant negative effect on customer loyalty. Meaning that the service orientation indicator based on the dimensions of empowerment services, technology, failure recovery, vision and communication service standards are less applicable to the purpose of service, so as not to contribute to increase customer loyalty. Quality of service has a positive and not significant effect on loyalty through customer satisfaction. Meaning that service quality indicators applied is not yet optimal affect customer loyalty, so the quality of service should be improved through the fulfillment of customer satisfaction first, because the quality of service is applied for is not contribute to an increase in customer loyalty. Implications for theory and practice are discussed.