The Effect of Customer Experience and Service Quality on Customer

Satisfaction on Customer Loyalty

R. A. Aryanti Wardaya Puspokusumo

, Natasha Claudia Aristya

and Meiryani

Department of International Marketing, Binus Business School Study Program Educational Level Strata 1, Indonesia

Accounting Department, Faculty of Economics and Communication, Bina Nusantara University,

Jakarta, 11480, Indonesia

Keywords: Customer Experience, Service Quality, Customer Satisfaction, Customer Loyalty.

Abstract: The purpose of this research is to know the influence of Customer Experience and Service Quality on

Customer Satisfaction that has an impact on Customer Loyalty. The respondents were customers of pt’s new

company. Thanks to Copyright Creations. This method is SEM (Structural Equation Modelling) method used

as data analysis technique, SmartPLS v 3.2.6 program is used to analyze data obtained after research. The

results of this study showed that customers did not experience a significant increase and many customers did

not return.

1 INTRODUCTION

With the development of the times, AC (Air

Conditioner) becomes a technology that provides

comfort in life enjoyed by many people, especially in

the middle to upper class, so that assessing air

conditioning is one of the basic needs that can not be

ignored. AC is an air conditioner that is able to

condition the air in the room and provide a

comfortable effect for the body (Putra and Arianto,

2017). The air conditioner has different air refresh so

have to adjust to the capacity of the room. Air refresh

is a process of cooling the air so that it can reach the

temperature and humidity that is in accordance with

the required air conditions of a certain room (Ridhuan

and Rifai, 2017). With economic growth in Indonesia

led to many new building construction such as office

buildings and residences, which require air

conditioning to add comfort facilities as air

conditioning

However, there is a phenomenon where the

condition of building and residential development

increases which should provide great opportunities to

PT. Berkat Cipta Kreasi but not on sales data from

PT. Berkat Cipta Kreasi fluctuating which the level of

curve obtained is unstable. To examine the sales

curve, data was taken during the 3-year sales period

starting from 2017 to 2019. Based on the data

obtained can deduce many of pt customers. Thanks to

Cipta Kreasi in 2017 there are 80 companies that have

made transactions with PT. Berkat Cipta Kreasi in

2018 showed a lot of decline because many of the AC

users did not return to make transactions with PT.

Berkat Cipta Kreasi. The data shows that there are

only 72 companies that conduct transactions with PT.

Berkat Cipta Kreasi and in 2019 showed that there has

been a lot of increase in the number of new customers

and subscribers who have subscribed, there are 95

companies that conduct transactions with P PT.

Berkat Cipta Kreasi. It can be seen from the table the

larger number of existing customers compared to new

customers. Customers did not experience a

significant increase and many customers did not

return to use PT’s services. Thanks to Copyright

Creations. PT. Berkat Cipta Kreasi especially new

company customers face a fairly tight market so many

customers do not make a return transaction. There are

potential customers who will reuse the services of PT.

Berkat Cipta Kreasi.

To find out the phenomenon of new customers

related then the author pre-test the new company

customers who have done transactions at PT. Berkat

Cipta Kreasi by disseminating the author’s

questionnaire using 30 respondents from PT

customers. Thanks to Cipta Kreasi, a study is

considered feasible if using a sample of between 30

to 500 respondents (Evangelos and Yannis, 2010).

One of the factors that will be discussed further by

using pre-test is about Service Quality which shows

Wardaya Puspokusumo, R., Claudia Aristya, N. and Meiryani, .

The Effect of Customer Experience and Service Quality on Customer Satisfaction on Customer Loyalty.

DOI: 10.5220/0011243000003376

In Proceedings of the 2nd International Conference on Recent Innovations (ICRI 2021), pages 70-73

ISBN: 978-989-758-602-6

33% of the influence of customer factors do not make

transactions again. From this service quality can be

formed customer satisfaction, and finally if customer

satisfaction occurs over and over again then customer

loyalty is formed (Budiono and Sondang, 2014).

Based on the pre-test results for the first question

about the quality of service that affects customers to

make transactions back at PT. Berkat Cipta Kreasi.

Data shows 60% percent of 30 respondents say that

the quality of service offered by an air conditioning

company affects customers in choosing an air

conditioner. After obtaining the data, validity tests

and reliability tests showed that the data was valid

which was calculated at 0.916

> 0.3610 r table and

the reliabel calculated by Cronbarch’s Alpha showed

a known number of 0.946 minimum limit of 0.9.

And the pre-test results for the second question

explain that the customer experience after getting the

service from PT. Berkat Cipta Kreasi affects

customer return transactions. The data showed that

30% of 30 respondents said it was very affecting and

26.7% of 30 respondents said it affected if they had a

good experience after receiving services from PT.

Berkat Cipta Kreasi.

After obtaining the data, a validity test and

reliability test were conducted indicating that the data

was valid which was calculated at 0.905

>0.3610 r

table and the reliabel calculated by Cronbarch’s

Alpha showed a known 0.970 number of the

minimum limit of 0.9. Based on the study, pre-test 30

respondents to see if the quality of service affects

customers to make transactions, then obtained results

about Service Quality.

Berkat Cipta Kreasi. Based on the background

that has been described by the author, this study will

discuss about the Analysis of the Influence of

Customer Experience (Customer Experience) and

Service Quality (Service Quality) on Customer

Satisfaction (Customer Satisfaction) which has an

impact on Customer Loyalty (AC Customer Loyalty)

in PT. Berkat Cipta Kreasi.

2 METHOD

This research is quantitative. The data obtained for

this study are primary data and secondary data. The

method for collecting data is a questionnaire using the

Likert scale with a statement on a 5-point scale that

provides an explanation of the level of respondents’

results listed in the book Research Methods for

Business (Budiaji, 2013). And the researchers did a

data analysis. Data analysis will be validity test,

reliability test, normality test, multicollinearity test,

heteroscedasticity test, and some linear regression

analysis. The population in this study is a new

customer of PT. Berkat Cipta Kreasi by distributing

questionnaires to consumers who have used services

or used ac products from PT. Berkat Cipta Kreasi as

a great comparison of the number of old customers

compared to new customers PT. Berkat Cipta Kreasi

In sampling using sampling method with systematic

random sampling, which is intended to select samples

that represent the population according to the criteria

that have been set. The time horizon used is Cross

Sectional and the method used is Structural Equation

Modelling (SEM) PLS (Hoyyi and Santoso).

T(1) : To know there is an influence between

Customer Experience and Customer Satisfaction of

PT customers. Thanks to Copyright Creations.

T(2) : To know there is an influence between

Customer Experience and Customer Loyalty on PT

customers. Thanks to Copyright Creations.

T(3) : To know there is an influence between

Customer Satisfaction and Customer Loyalty on PT

customers. Thanks to Copyright Creations.

T(4) : To know there is an influence between

Customer Experience and Customer Satisfaction on

Customer Loyalty on PT customers. Thanks to

T(5) : To know there is an influence between

Service Quality and Customer Satisfaction on PT

customers. Thanks to Copyright Creations.

T(6) : To know there is an influence between

Service Quality and Customer Loyalty on PT

customers. Thanks to Copyright Creations.

T(7) : To know there is an influence between

Service Quality and Customer Satisfaction on

Customer Loyalty on PT customers. Thanks to

T(8) : To know there is an influence of Customer

Experience and Service Quality to Customer Loyalty

through Customer Service at PT. Berkat Cipta Kreasi.

T(8) : To know there is an influence of Customer

Experience and Service Quality to Customer Loyalty

through Customer Service at PT. Berkat Cipta Kreasi.

Figure 1: Hypotheses.

The Effect of Customer Experience and Service Quality on Customer Satisfaction on Customer Loyalty

3 RESULT AND DISCUSSION

PT. Berkat Cipta Kreasi is a legal entity established

in Jakarta as a Mechanical and Electrical

Construction Services Company, with a deed of

establishment dated 23-09- 2015, No.145 made by

Mrs. Mellyani Noor Sandra, Bachelor of Law, Notary

in West Jakarta. In accordance with the Decree of the

Minister of Law and Human Rights No: AHU –

2457977.AH.01.01.TAHUN.2015.

To date, projects have been handled by PT. Berkat

Cipta Kreasi can be completed immediately on

schedule, on a budget and according to the wishes of

the clients. Under the leadership of professional

management, PT. Berkat Cipta Kreasi has worked on

various types of projects including high-risk building

projects, government projects, banking, universities,

industry, commercial, malls, hotels, apartments and

housing.

PT. Berkat Cipta Kreasi to be an Air Conditioner

company, Mechanical and Electrical Construction

Services are strong in competition so as to provide

welfare to employees, managers, shareholders and

other stake holders through good corporate

governance.

The company’s objectives are guided by the

results achieved, commitment and trust, the company

can grow through good planning, communication and

teamwork. The Company dedicates all efforts and

capabilities to provide satisfaction to clients in order

to create trust and good credibility between PT.

Berkat Cipta Kreasi with clients.

4 CONCLUSION AND

SUGGESTION

Based on the results of research and discussion

conducted can be concluded:

• Customer Experience will have a positive

impact for PT. Berkat Cipta Kreasi because it

will increase Customer Satisfaction.

• Customer Experience that will give a mana

impact for the company PT. Berkat Cipta Kreasi

for the increase in Customer Loyalty.

• Customer Satisfaction will have a positive

impact for PT. Berkat Cipta Kreasi because it

will increase Customer Loyalty.

• Customer Experience will have a positive

impact for PT. Berkat Cipta Kreasi because it

will increase Customer Satisfaction which will

have a positive impact also on Customer

Loyalty.

• No influence of Service Quality will have an

impact on PT. Berkat Cipta Kreasi to improve

Customer Satisfaction.

• Service Quality will have a positive impact for

PT. Berkat Cipta Kreasi because it will increase

Customer Loyalty.

• That there is no influence of Service Quality that

will have an impact for PT. Berkat Cipta Kreasi

to increase Customer Satisfaction which will

have an impact for Customer Loyalty.

• Service Quality and Customer Experience have

a positive influence through Customer

Satisfaction which will give a positive impact to

improve Customer Loyalty in PT customers.

Thanks to Copyright Creations.

• Service Quality and Customer Experience have

a positive influence through Customer

Satisfaction which will give a positive impact to

improve Customer Loyalty on PT customers.

Thanks to Copyright Creations simultaneously

or entirely from the variables of this study.

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