The Effect of Moment of Truth, Service Quality and Customer Satisfaction on Customer Loyalty

Abstract

This study aims to examine a model that evaluates the relationship between the moment of truth and service quality on loyalty through customer satisfaction. This research was conducted at a freight forwarding company, namely JNE Express, Bekasi City, West Java Province, Indonesia. This research was conducted from June to September 2022. The population in this study are customers who have used JNE Express services for an unknown number. This study used a simple random sampling technique and for the sample, 105 respondents participated. The data analysis uses the SEM-PLS technique. The results of this study are that there is a positive relationship between the moment of truth and customer satisfaction, where when the customer is using the delivery service for the first time and has a good impression on the company's services, it can affect perceptions about the ability and use of these services from time to time. The experience of using the service can change the priorities that underlie each customer's main reason. There is a positive influence between Service Quality on customer satisfaction, where when the delivery service company provides maximum service quality, customers will feel and will reuse their services and can even make these customers more loyal to the company. There is a positive influence between customer satisfaction on loyalty, the moment of truth has a positive influence on customer loyalty and service quality has a positive influence on customer loyalty.