THE INFLUENCE OF CUSTOMER SATISFACTION, SERVICE QUALITY, AND CUSTOMER VALUE IN INCREASING CUSTOMER LOYALTY AT PT. GARUDA INDONESIA AT ADI SOEMARMO INTERNATIONAL AIRPORT

Azies Achmad Sadeli, Johar Samosir, Irza Tanjung Syarbaini

Abstract


This research aims to investigate the influence of customer satisfaction, service quality, and customer value on customer loyalty at PT. Garuda Indonesia at Adi Soemarmo International Airport. In an era of intense competition in the aviation industry, a deep understanding of the factors that influence customer loyalty has become very important for airline companies. The research method uses a quantitative approach with surveys as a data collection tool. Questionnaires were distributed to PT passengers. Garuda Indonesia transactions at Adi Soemarmo International Airport. Data were analyzed using regression analysis to test the influence of customer satisfaction, service quality and customer value on customer loyalty. The research results show that customer satisfaction has a significant positive influence on customer loyalty. Apart from that, service quality also has a significant positive influence on customer loyalty. Meanwhile, customer value was not found to have a significant influence on customer loyalty. This research provides important insights for PT. Garuda Indonesia to increase their efforts in maintaining and increasing customer loyalty. In this context, companies must continue to focus on increasing customer satisfaction and ensuring optimal service quality. Although customer value was not shown to have a significant impact in this research, it is important to continue to consider how to increase the value offered to customers. Thus, this research provides an in-depth view of the factors that can help PT. Garuda Indonesia strengthens relationships with their customers and maintains a competitive market share in the aviation industry.

Keywords


Customer Satisfaction; Service Quality; Customer Value; Customer Loyalty; Adi Soemarmo International Airport

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DOI: https://doi.org/10.25292/atlr.v6i0.620

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