PONTIANAK
– High-quality service plays a crucial role in building customer satisfaction
and loyalty among passengers of PT Tri Star Melawi (TSM) Suites Class buses
operating on the Pontianak–Nanga Pinoh route. A study conducted by researchers
from the Faculty of Economics and Business, Muhammadiyah University of
Pontianak, found that service quality has a significant direct impact on both
customer satisfaction and customer loyalty. The research also revealed that
customer satisfaction acts as a bridge that strengthens the relationship
between service quality and loyalty. The study was published in the International
Journal of Business and Applied Economics (IJBAE) in 2026.
The
findings come as intercity transportation companies face increasingly intense
competition and rising customer expectations. Passengers today expect not only
safe transportation but also comfortable facilities, responsive service,
reliable schedules, and a pleasant travel experience. Companies that fail to
meet these expectations risk losing customers to competitors.
The study
focused on customers of PT Tri Star Melawi (TSM) Suites Class buses serving the
Pontianak–Nanga Pinoh route. Researchers analyzed the relationship between
service quality, customer satisfaction, and customer loyalty using a
quantitative approach and Structural Equation Modeling (SEM-PLS). The objective
was to determine how service quality influences passenger behavior and
long-term loyalty.
The
results demonstrated that service quality significantly affects customer
satisfaction and loyalty. Passengers who perceive better service are more
likely to feel satisfied and continue using the company’s services in the
future. Customer satisfaction was also found to play a mediating role, meaning
that high service quality increases satisfaction, which in turn strengthens
loyalty.
Key Findings
- Service quality has a significant positive effect on customer satisfaction.
- Service quality directly influences customer loyalty.
- Customer satisfaction significantly affects customer loyalty.
- Customer satisfaction serves as a positive and significant mediating variable between service quality and loyalty.
- Service quality explains 39.5 percent of the variation in customer satisfaction.
- Service quality and customer satisfaction together explain 57.6 percent of customer loyalty.
- The findings indicate a strong relationship between service quality, satisfaction, and customer retention.
The study
highlights that passengers evaluate service quality through several aspects,
including vehicle comfort, staff responsiveness, reliability of travel
schedules, accuracy of seat reservations, and the availability of supporting
facilities. Positive experiences in these areas increase customer confidence
and encourage repeat usage of the service.
Researchers
found that customer satisfaction is a key factor in maintaining long-term
loyalty. Satisfied passengers are more likely to recommend the service to
others, continue purchasing tickets, and remain loyal even when competitors
offer alternative transportation options. This makes customer satisfaction an
essential strategic asset for transportation companies seeking sustainable
growth.
Based on
the findings, the researchers recommend that PT Tri Star Melawi continue
improving service quality by maintaining fleet comfort, increasing staff
responsiveness, providing clearer travel information, and minimizing delays or
seat reservation errors. The company is also encouraged to improve supporting
facilities such as stable Wi-Fi access, cleaner environments, more comfortable
waiting areas, and enhanced customer assistance services.
The study
notes that 42.4 percent of customer loyalty is influenced by factors not
included in the research model. Future studies may examine additional variables
such as customer experience, perceived value, company image, facility quality,
and price perception to provide a more comprehensive understanding of customer
loyalty in the transportation sector.
According
to the researchers, maintaining high service quality is no longer optional in
today’s competitive transportation industry. Service excellence not only
increases customer satisfaction but also strengthens customer loyalty, helping
companies build long-term relationships and improve their market position.
Author Profiles
- Fattah Riantara - Universitas Muhammadiyah Pontianak
- Ananda Archie - Universitas Muhammadiyah Pontianak
Research Source
The
Influence of Service Quality on Customer Loyalty Through Customer Satisfaction
as an Intervening Variable on PT Tri Star Melawi (TSM) Suites Class Bus
Customers on the Pontianak–Nanga Pinoh Route. International Journal of Business and Applied
Economics (IJBAE), Vol. 5 No. 3, 2026, pp. 1019–1032.
DOI:
Journal
Website: https://journalijbae.my.id/index.php/ijbae
0 Komentar