The research focuses on CV Marina Artha,
a Surabaya-based company that has provided marine navigation equipment repair
services since 1993. Despite applying established service quality standards,
the company experienced a decline in revenue between 2023 and 2024. This
contradiction raised a critical question: which aspects of service quality
truly influence customers’ decisions to return?
Growing pressure in the maritime service
industry
Navigation equipment is a core component of
ship operations. It determines direction, helps crews avoid obstacles, and
supports safe and efficient voyages. Any malfunction can disrupt schedules,
increase costs, and endanger safety. As a result, repair services for
navigation systems carry strategic importance for shipping companies and vessel
owners.
At the same time, the maritime service industry
is becoming increasingly competitive. Repair providers are expected to deliver
fast, accurate, and dependable services, often under tight time constraints
while ships are in port. In this environment, service quality is no longer a
supporting factor it is a competitive advantage.
How the study was conducted
Sumartono’s study involved 75 respondents,
consisting of shipping companies and individual vessel owners who had used CV
Marina Artha’s services. Data were collected through questionnaires, direct
observation, and interviews, then analyzed to identify which dimensions of
service quality affect customers’ intention to repurchase services.
Five service dimensions were examined: service
reliability, assurance of professionalism, physical evidence of service (such
as facilities and equipment), empathy toward customers, and responsiveness in
handling requests. A quantitative explanatory approach was used to determine
which factors had a real and measurable impact on repeat purchase intentions.
Key findings: not all service dimensions matter
equally
The results show that service quality
explains 59.4 percent of customers’ intention to reuse CV Marina Artha’s
services. The remaining 40.6 percent is influenced by other factors,
including pricing policies, internal company decisions, and external conditions
within the maritime industry.
Among the five service dimensions, reliability
emerged as the strongest determinant. Customers are far more likely to return
when a service provider consistently delivers accurate diagnoses, completes
repairs on time, and fulfills its promises. In navigation equipment repair,
reliability translates into operational certainty for ship operators.
Responsiveness also proved to have a significant positive
effect. Customers value fast reactions to service requests, clear
communication, and the availability of technicians when problems arise. In
shipping operations, delays can quickly escalate into financial losses, making
responsiveness a critical expectation rather than a bonus.
The third significant factor is empathy.
Customers tend to remain loyal when service providers demonstrate personal
attention, understand the specific operational conditions of each vessel, and
show flexibility in urgent situations. This human-centered approach strengthens
trust and long-term relationships.
Implications for business and maritime operations
For service providers in the maritime sector,
the findings offer a clear message. Investments in sophisticated facilities and
formal certifications should be balanced with improvements in day-to-day
service execution. Consistent work procedures, rapid response systems, and an
empathetic service culture are more effective in building customer loyalty.
For shipping companies and vessel owners, the
study provides practical guidance in selecting repair partners. Reliability and
responsiveness are not just indicators of service quality; they are closely
tied to safety, efficiency, and cost control in maritime operations.
Author profile
Immanuel Gading Sumartono, S.M. is a graduate of the Management Program at the Faculty of Economics and Business, Surabaya State University.
His academic
interests include service marketing management, service quality, and consumer
behavior, with a particular focus on service-based and maritime-related
industries.
Source
Immanuel Gading Sumartono. The Effect of Service Quality on Customer Repurchase Intention at CV Marina Artha (A Study on Marine Navigation Equipment). Formosa Journal of Applied Sciences (FJAS), Vol. 5 No. 1, hlm. 441–460. 2026
DOI: https://doi.org/10.55927/fjas.v5i1.565
URL: https://srhformosapublisher.org/index.php/fjas
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