Vol. 7 No. 2 (2024): IJUS Vol. 7, Issue 2, July 2024
Articles

Enhancing Customer Loyalty Through Service Quality: A Congruity Value Theory Perspective in Indonesian Postal Services

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  • Fitra Bhagavadgita Sandy Asmara Narendra Sukma,
  • Yudho Purnomo,
  • Mohammad Sodikin
Fitra Bhagavadgita Sandy Asmara Narendra Sukma
Sekolah Tinggi Ilmu Ekonomi Cendekia Karya Utama Semarang, Indonesia
Yudho Purnomo
Sekolah Tinggi Ilmu Ekonomi Cendekia Karya Utama Semarang, Indonesia
Mohammad Sodikin
Sekolah Tinggi Ilmu Ekonomi Cendekia Karya Utama Semarang, Indonesia

Published 2024-07-31

Keywords

  • Service quality; customer satisfaction; customer loyalty

How to Cite

Narendra Sukma, F. B. S. A., Purnomo, Y., & Sodikin, M. (2024). Enhancing Customer Loyalty Through Service Quality: A Congruity Value Theory Perspective in Indonesian Postal Services. IJUS | International Journal of Umranic Studies, 7(2), 7–14. Retrieved from https://unissa.edu.bn/journal/index.php/ijus/article/view/934
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Abstract

Based on congruity value theory, this research aims to examine the effect of service quality on customer loyalty and the mediating role of customer satisfaction in delivery services via post offices in Central Java Province, Indonesia. A total of 120 respondents, data was collected from post office customers using purposive random techniques and analyzed using Partial Least Square (PLS) 3. 0. The research results show that service quality has a significant positive influence on customer satisfaction. Customer satisfaction has a significant influence on customer loyalty. The findings also show that service quality directly has a positive effect on customer loyalty. However, service quality has a greater indirect influence on customer loyalty through customer satisfaction. These findings contribute to the management of delivery services at post offices by building customer satisfaction to increase customer loyalty based on superior service quality.

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