Quality of Service, Customer Satisfaction and Loyalty to The Bicycle Repair Shop Honda Motorcycles

Abstract

PT Astra Honda Motor is the company that owns the official ATPM (Sole Agent of Brand Holder) Honda motorcycles in Indonesia which was established in 1971. In addition to selling Honda motorcycles, PT Astra Honda Motor also has AHASS (Astra Honda Authorized Service Station) as the official Honda motorcycle workshop in Indonesia to carry out maintenance and repair of Honda motorcycles. The objectives of this study are (1) Identifying the quality of service, satisfaction and loyalty of AHASS workshop customers; (2) Analyze the effect of service quality on customer satisfaction and loyalty of AHASS workshops; and (3) Formulate marketing strategies in increasing the satisfaction and loyalty of motorcycle workshop customers. Quantitative analysis of this study uses the SEM-PLS (Structural Equation Modelling-Partial Least Square) method which is calculated and processed using SmartPLS 3.0 software. The results showed that the variables of service quality, namely reliability, responsiveness, assurance, empathy and tangibles, had a significant effect on customer satisfaction. This means that the better the reliability, responsiveness, assurance, empathy and tangibles, the more consumer satisfaction will increase. Likewise, the variables of service quality, namely reliability, responsiveness, assurance, empathy and tangibles, have a significant effect on consumer loyalty. That is, the better the reliability, responsiveness, assurance, empathy and tangibles, the more consumer loyalty will be, the more Consumer satisfaction has a significant influence on consumer loyalty Keywords: PT Astra Honda Motor, SEM, Quality of service, reliability, responsiveness, assurance, empathy and tangibles .