Strategies to Build Customer Trust Based on Service Quality and Relationship Quality: Anchorage Study in Riau Islands

Abstract

This study examines the potential of anchor anchor services in Riau Islands Province (Kepri), focusing on service quality and customer relationships that can affect the satisfaction of anchor anchor service users. Data from a survey of 100 vessels using anchor berthing services in Kabil Kepri waters shows that the quality of service and the quality of customer relationships significantly affect customer satisfaction. The results of regression analysis show that service quality and relationship quality simultaneously contribute greatly to customer satisfaction, with the value of the coefficient of determination reaching 68%. Service quality has a greater influence than relationship quality on customer satisfaction. The implications of this study show that quality service and good customer relations can increase customer satisfaction in using anchor anchor services. The conclusion of this study emphasizes the need for a comprehensive strategy in improving service quality and customer relations in anchorage management in Riau Islands waters. Suggestions for further research are further exploration of more representative indicators of service quality and customer relations as well as increased academic studies in the field of port marketing, especially related to anchorage objects.