Customer Loyalty of the Cement Products: The Role of Marketing, Service Quality and Customer Satisfaction

Abstract

The purpose of this study was to analyze marketing, service quality and its impact on customer satisfaction and customer loyalty, and analyze the influence marketing and service quality on customer loyalty as a mediator customer satisfaction. Research conducted in South Sulawesi province with a sample of 215 local and national developers who use Tonasa cement products. Data from the questionnaires were analyzed using Structural Equation Model using AMOS 18 and Sobel test for mediator effect. The study found that marketing has a negative and no significant effect on customer satisfaction. In general the users complained marketing Tonasa cement applied by the cement Tonasa Company and this is the cause of marketing judged negatively, thus providing insignificant effect on customer satisfaction. Services quality has a positive and insignificant effect on customer loyalty. Service quality has done well, but the demand for service quality shown Tonasa Cement Company contributes insignificant effect on customer loyalty. Marketing has a negative and insignificant effect on customer loyalty as a mediator customer satisfaction. It shows that all the indicator do not provide reinforcement to the marketing variables that cause a negative impact and customer satisfaction is not able to mediate to have a significant effect on customer loyalty.