Customer Satisfaction Role in Affecting Customer Loyalty of iPhone Users in Banda Aceh City: Mediation or Moderation?
Author: Alaidin, Permana Honeyta Lubis dan Sorayanti Utami Indonesia
Abstract:This study aimed to analyze the influence of product quality and customer value on customer loyalty with customer satisfaction as mediation and moderation. The population in this research was all iPhone users in the city of Banda Aceh, with the number of sample was 90 iPhone users selected by quota sampling technique. The research data were obtained through the dissemination of questionnaires and analyzed by structural equation model (SEM) techniques using SmartPLS software. The result showed that in Banda Aceh city, the iPhone product quality and iPhone customer value significantly influenced its customer satisfaction, but did not significantly influence its customer loyalty; iPhone customer satisfaction significantly influenced its customer loyalty; iPhone customer satisfaction mediated the influence of iPhone product quality and customer value on its customer loyalty, but iPhone customer satisfaction did not moderate the influence of iPhone product quality and customer value of on its customer loyalty. Thus, the customer satisfaction variable in this research did not act as a moderator but as a full mediator between the influence of product quality and customer value on customer loyalty. The interesting issue in this research lies in the the proof of the the research model that does not need the customer satisfaction as a moderation variable. Researchers can further add more variables and concepts regarding moderation variables that can enrich the model, or even find other elements besides quality as the appeal of a product to increase customer loyalty.