Building Lion Parcel Customer Loyalty in Indonesia: The Role of Service Quality, Satisfaction and Trust

Putri Agustin, Andi Amanda Deviani, Dian Artanti Arbusman, Noor Syamsu Hidayat

Abstract


The phenomenon or issue this study aims to address is the increasingly intense competition in the freight forwarding industry in Indonesia. Lion Parcel, as one of the delivery service providers, has not yet ranked among the top brands according to brand index data from 2015-2024. To survive this competition, Lion Parcel needs to enhance customer loyalty, which is a key factor for business success in the future. purpose of this study is to find out how service quality can affect customer satisfaction, trust, and loyalty of Lion Parcel customers, as well as how customer satisfaction and trust serve as mediating factors in the relationship between service quality and loyalty. This study is a quantitative explanatory research. The questionnaire is distributed online, using Google Form. This study used the SEM-PLS (Structural Equation Model-Partial Least Square) data analysis method with Smart PLS 4.0 software, involving 157 respondents who were taken by purposive sampling. The results of this study show that service quality has a positive and significant influence on customer satisfaction and trust. Additionally, customer satisfaction and trust proved to be significant mediators in the relationship between service quality and customer loyalty. These findings provide important insights for Lion Parcel management in improving service quality to encourage customer satisfaction and loyalty, as well as emphasizing the need for strategies that focus on improving customer trust.


Keywords


service quality, customer satisfaction, trust, loyalty

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References


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DOI: https://doi.org/10.25292/atlr.v7i0.657

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