Customer Experience, Service Quality, Kepuasan Pelanggan Sebagai Variabel Mediasi
Keywords:
Customer Experience, Service Quality, Customer Satisfaction, Mediating Variable, Marketing PerformanceAbstract
Increasingly intense business competition requires companies to focus not only on product quality but also on delivering a comprehensive customer experience. Customer experience and service quality are considered strategic factors that play a crucial role in shaping customer satisfaction, which ultimately influences a firm’s long-term performance. This study aims to examine the effect of customer experience and service quality on customer satisfaction, as well as to analyze the mediating role of customer satisfaction in the relationship between these variables. This research employs a quantitative approach using a survey method, with data collected through questionnaires distributed to customers who have used the company’s products or services. Data analysis was conducted using Structural Equation Modeling (SEM) to test both direct and indirect relationships among the variables. The results indicate that customer experience and service quality have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction is proven to act as a mediating variable that strengthens the relationship between customer experience and service quality and marketing-related outcomes. These findings highlight the importance of integrated management of customer experience and service quality in enhancing customer satisfaction and achieving sustainable competitive advantage.
Downloads
References
Aaker, D. A. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Ghozali, I. (2014). Structural equation modeling: Metode alternatif dengan partial least square (PLS) (Edisi 4). Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage Publications.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–319.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
Tjiptono, F., & Chandra, G. (2016). Service, quality, dan satisfaction (Edisi 4). Yogyakarta: Andi.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
