Pengaruh Customer Experience terhadap Customer Loyalty melalui Customer Satisfaction dan Customer Trust pada Pelanggan Bengkel Auto 2000 di Surabaya
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Abstract
Penelitian ini dilakukan karena penulis tertarik untuk memahami pengalaman yang dirasakan oleh pelanggan sebagai faktor mempengaruhi kesetiaan pelanggan dalam menggunakan suatu layanan jasa. Faktor-faktor yang digunakan dalam penelitian ini, antara lain: customer experience, customer satisfaction, dan customer trust. Pengumpulan data dilakukan dengan menggunakan angket pada para pelanggan layanan jasa bengkel resmi Auto 2000 di area Surabaya, dengan total jumlah responden 192 orang. Data kuisioner dikumpulkan selama periode 16 April 2015 hingga 3 Mei 2015. Data-data yang sudah terkumpul kemudian diolah menggunakan bantuan program Microsoft Excel 2007, SPSS for Windows Version 21, SmartPLS dan SmartPLS version 3. Hasil pengolahan data menunjukkan bahwa customer experience berpengaruh terhadap customer satisfaction, customer trust, dan customer loyalty. Customer satisfaction berpengaruh terhadap customer trust dan customer loyalty. Customer trust berpengaruh terhadap customer loyalty.
Kata kunci: customer experience, customer satisfaction, customer trust, customer loyalty, jasa.
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