The research was published in Formosa Journal of Multidisciplinary Research in 2026. The customer data examined in the study came from users of AHASS Honda Padjajaran, while the workshop's customer-visit records covered 2021 through the January–October 2025 period.
Customer Visits Declined After 2023 Peak
The study was conducted against a backdrop of strong competition in Indonesia's motorcycle service industry. Authorized workshops and independent repair businesses compete to attract customers and encourage them to return for regular maintenance.
AHASS Honda Padjajaran has operated in Bandung since 2007, providing motorcycle maintenance, repairs, and genuine spare-part replacement according to Honda service standards. However, its customer visits have fluctuated considerably.
Branch data cited by the researchers show that the workshop recorded 834 visits in 2021 and 1,288 in 2022. Visits then jumped sharply to 10,178 in 2023 before falling to 9,564 in 2024 and 7,714 during January–October 2025.
Interviews with the branch manager also identified complaints involving long waiting times, inaccurate information about service completion, and insufficient employee responsiveness. According to Lusiana Rahmawati Widaya and Hariyadi Triwahyu Putra, such problems can affect customer satisfaction and ultimately reduce the likelihood that customers will return.
Study Examined 101 Customers
Widaya and Putra used a quantitative survey to examine the relationship between service quality, customer satisfaction, and customer loyalty.
The respondents were customers aged 20–50 who had previously used the workshop's services. The researchers collected responses through a five-point questionnaire covering three main areas: service quality, customer satisfaction, and customer loyalty. The data were analyzed using SPSS, including regression analysis and a Sobel test to determine whether customer satisfaction acted as a link between service quality and loyalty.
Service quality was assessed through five dimensions: physical facilities, reliability, responsiveness, assurance, and empathy. Customer loyalty was reflected in customers' intention to return, continue choosing the workshop, and recommend its services to others.
Customers Rated Service Quality Highly
Despite the decline in visits, respondents generally gave positive assessments of AHASS Honda Padjajaran.
The overall mean score for service quality was 4.11, placing it in the study's high category. The strongest-rated aspect was the ease of contacting workshop employees when customers needed assistance or information, which received a mean score of 4.32.
The lowest service-quality score was 4.01, relating to whether mechanics completed motorcycle servicing on time as promised. This indicates that timeliness remains an important area for improvement even though overall service quality was rated highly.
Customer satisfaction also received a high overall score of 4.05. Customers gave the highest score, 4.14, to the statement that the service they received met their expectations. The lowest score, 3.97, concerned satisfaction with the overall series of repairs performed by mechanics.
Customer loyalty recorded an overall mean of 4.15. The highest score, 4.20, reflected customers' willingness to recommend AHASS Honda Padjajaran to family, friends, or others seeking a trusted motorcycle service center.
Service Quality Directly Affects Loyalty
The statistical analysis found a significant positive relationship between service quality and customer satisfaction. The regression coefficient was 0.200, with a t-value of 7.341 and a significance value below the study's 0.05 threshold.
Service quality also had a direct positive effect on customer loyalty. Its regression coefficient was 0.142, with a t-value of 4.625. Customer satisfaction independently showed a positive effect on loyalty, with a coefficient of 0.372 and a t-value of 3.928. Both relationships were statistically significant.
The most notable finding came from the mediation analysis. The Sobel test produced a t-value of 3.461, exceeding the reported threshold of 1.9812, with a significance value of 0.000. The result indicates that customer satisfaction significantly mediates the relationship between service quality and customer loyalty.
In practical terms, the researchers found that improving service quality can make customers more loyal in two ways: directly, and indirectly by making customers more satisfied with their service experience.
What the Findings Mean for Motorcycle Workshops
For AHASS Honda Padjajaran and similar motorcycle service businesses, the findings point to several practical priorities.
Workshops can strengthen customer loyalty by improving service completion times, increasing the accuracy of motorcycle diagnosis, responding more quickly to complaints, and providing customers with confidence that their vehicles are being handled properly.
The researchers also recommend improving physical facilities, including waiting-room comfort, spare-part availability, service equipment, employee appearance, and information boards. Personalized and friendly communication can further improve customers' experience.
The study therefore suggests that customer loyalty should not be treated simply as a matter of getting customers to return. Businesses also need to create a service experience that meets or exceeds customer expectations.
“Customer satisfaction” serves as the key bridge between service quality and loyalty, based on the analysis by Lusiana Rahmawati Widaya and Hariyadi Triwahyu Putra of Universitas Jenderal Achmad Yani. Their findings indicate that better service strengthens loyalty partly because customers become more satisfied with the services they receive.
The researchers acknowledge that the study is limited to 101 customers at one AHASS workshop in Bandung. They recommend future research involving more respondents, wider geographic coverage, and more advanced analytical methods to examine the relationships in greater depth.
Author Profile
Lusiana Rahmawati Widaya is the corresponding author and a researcher affiliated with the Faculty of Economics and Business, Universitas Jenderal Achmad Yani. Her study focuses on service quality, customer satisfaction, and customer loyalty in the motorcycle workshop sector. The journal article does not state her academic degree, so no degree is added here to avoid introducing unsupported information.
Hariyadi Triwahyu Putra is a co-author affiliated with the Faculty of Economics and Business, Universitas Jenderal Achmad Yani. His contribution in the published article concerns the analysis of service quality, customer satisfaction, and customer loyalty. The article does not specify his academic degree or a more detailed field of expertise.
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