The Effect of Service Quality to Customer Loyalty Mediated by Customer Satisfaction on Package Delivery at Palembang Post Office 30000
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This research aimed to analyze: (1) direct effect of service quality to customer loyalty and (2) indirect influence of service quality through customer satisfaction to customer loyalty. Customer satisfaction was used as the mediator. This type of research was a quantitative research. The population involved in this research was customers who have used package delivery service at Palembang Post Office 30000. It was carried out by using purposive sampling technique that obtained the samples as many as 200 respondents. SEM analysis was an analytical method used in this research. SEM analysis aimed to know the direct and indirect effects that occurred between the variables. The research findings indicated that service quality had direct and indirect effects to customer loyalty. Based on the findings of this research, it was found that service quality had significantly direct effect to customer loyalty. In addition, service quality through customer satisfaction had indirect effect to customer loyalty which meant that customer satisfaction variable was the variable that mediated service quality and customer loyalty.
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