Pengaruh Kualitas Pelayanan terhadap Kepuasan dan Loyalitas Konsumen Taksi Blue Bird di Medan

Abstract

Transportation service providers play an important role in encouraging economic activity. Customers consider service quality by comparing services they have received with services they are expecting. Service quality is considered good when it is in accordance with what they have expected or even more than that. Therefore, service-provider companies become more competitive in running their business, especially land transportation service companies like taxi since it is one of the choices which is interested by customers who will be satisfied and will eventually become loyal. The objective of the research was to analyze the influence of the dimension of service quality which included reliability, responsiveness, assurance, empathy, and tangibles on the loyalty of Blue Bird Taxi customers in Medan through consumer satisfaction as intervening variable. The research was explanatory. The population was Blue Bird Taxi customers, and 250 of them were used as the samples. The data were analyzed by using path ana~vsis. The result of therresearch showed that the dimension of service quality had direct and significant influence on consumer satisfaction only in reliability, assurance, empathy, and tangible factors at the coefficient determination of 83. 67%. It was also found that the factors which had direct influence on consumer loyalty were assurance, tangibles, and consumer satisfaction, while reliability and empathy had indirect influence on consumer loyalty. Meanwhile, responsiveness did not have any signtficant infl,uence on consumer loyalty, either directly or indirectly.