ANALYSIS OF CUSTOMER SATISFACTION AS A MEDIATOR BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY: AN APPROACH IN MARKETING MANAGEMENT
Keywords:
Customer Satisfaction, Service Quality, Customer Loyalty, Marketing ManagementAbstract
This research aims to analyze the role of customer satisfaction as a mediator between service quality and customer loyalty in the context of marketing management. This study uses a literature review approach to examine key concepts related to customer satisfaction, service quality, and customer loyalty, and their relationship to each other. Through comprehensive literature analysis, this research identifies that good service quality directly influences customer satisfaction, which in turn increases customer loyalty. Customer satisfaction acts as a mediating variable that strengthens the relationship between service quality and customer loyalty, indicating that satisfactory service is the key to building a loyal customer base. The findings from this literature review provide important insights for marketing practitioners regarding the importance of maintaining and improving service quality as the main strategy for increasing customer satisfaction and loyalty. Theoretical and practical implications of this research are discussed to provide guidance for more effective marketing strategies in order to meet and exceed customer expectations.
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