Pengaruh Kualitas Layanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan

The events happened currently in the external environment of the airlines industry, such as the changes on the Government Rules and Regulation, the increasement of the plane crash incidents, the existence of new domestic schedule airline, and the world economic crisis have a greater impact on the airline industry. These empirical conditions had forced the airline company to put more effort in retaining customer loyalty. Previous studies had investigated some variables such as: Service Quality, Customer Satisfaction and Customer Loyalty. However, the impacts of those studies were measuring those variables partially. This study tried to fill in the research gap by investigating the impact of these variables on customer loyalty simultaneously.\ud The study was conducted on the scheduled domestic commercial airline setting. Questionnaires were distributed to 262 passengers of these airlines which were departing from Soekarno-Hatta International Airport, Banten, chosen by stratified random sampling technique. Data were analyzed by using SPSS and LISREL 8.8, result of the CFA and Structural Model Fit showed a good model fit.\ud The hypotheses testing result showed that Service Quality did not had impact on Customer loyalty; Service Quality had a significant impact and positive on Customer Satisfaction; and Customer Satisfaction influenced Customer Loyalty. The future research may investigate the effect of culture, customer perception on price, the measurements of Service Quality, Service Performance, and Service Performance and Service Expectation which still debatable.\u