Unraveling the Service Chain: How Quality Drives Satisfaction and Loyalty at Telkomsel GraPARI Banjarmasin
DOI:
https://doi.org/10.53611/jtfz8093Abstract
The telecommunications industry in South Kalimantan has become increasingly competitive, requiring firms to deliver superior service quality and continuously innovate to retain customer loyalty. This study investigates the effects of product quality and customer satisfaction on customer loyalty at Telkomsel GraPARI Banjarmasin. Employing a quantitative research design, data were collected from 100 randomly selected respondents drawn from a population of 156,812 customers in 2023. A structured questionnaire using a five-point Likert scale was administered, and the data were analyzed through multiple linear regression, supported by validity, reliability, and classical assumption tests to ensure analytical robustness. The findings reveal that product quality exerts a significant influence on customer loyalty, accounting for 13.6% of its variance, while customer satisfaction emerges as the strongest predictor, explaining 45.4%. Jointly, both variables explain 85.3% of the total variance in loyalty, indicating their substantial contribution to long-term customer retention. The results underscore the strategic importance of enhancing customer satisfaction and maintaining consistent product quality in sustaining loyalty within highly competitive markets. Telecommunication firms are encouraged to prioritize reliable service performance, continuous product innovation, and customer-oriented strategies to achieve sustainable competitive advantage.
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