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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2014 Institute of Interdisciplinary Business Research 181
SEPTEMBER 2014
VOL 6, NO 5
THE EFFECT OFSERVICE QUALITY AND CUSTOMER VALUE ON CUSTOMER’S
LOYALTY
(STUDY AT USER OF PT. POS INDONESIA MALANG)
Dr. Suharto S.M., MPd., MM. Department of Management, Faculty of Economics State University of Malang,
Indonesia
ABSTRACT
This study aimed to describe the effect of the service quality variable and customer value on the
customer’s loyalty and influence of service quality and the customer value on customer loyalty mediated
by customer’s trust.This study uses a positivist(quantitative) approachas a service user population of PT.
Pos Indonesia Malang with total sample of 170; the sampling technique used is proportionate random
sampling. Analysis was done by using descriptive and inferential analysis with analysis tool of Structural
Equation Modeling(SEM). The results showed that the service quality and customer value effect on
customer loyalty and customer’s trustis able to mediate the effect of service quality and the customer
value on customer loyalty.
Keywords: Service Quality Perception, Customer’s value,Customer’s Trust, Customer’s Loyalty
1. INTRODUCTION
Competitors of PT. Pos Indonesia, both inside and outside the country race to each other to meet
or even exceed the desires and expectations of the customer by issuing a more varied range of services and
better quality. Domestic competitors faced by PT. Pos Indonesia is not only limited to a specialized
company engaged in the type of business service delivery, but also travel agencies that are interested in
expanding their business. For a travel agency, this is not a problem because the new business can be
performed hand in hand with its core business without adding significant change to the operational
infrastructure. Many public service users felt that sending goods delivery, letters, documents or other
forms of shipment through a travel agency is more practical, safe and fast.
One more challenge for PT. Pos Indonesia, in addition to similar services from similar companies
that focuses on the business delivery and travel agency, another formidable challenge comes from similar
companies, especially foreign companies that have been operating in Indonesia such as DHL (Dalsey
Hillblom and Lynn) delivery service company, Federal Express and USPS(United States PostelService).
PT. Pos Indonesia Malang, wouldface thes ame problem, asa phenomenon faced by the postal industry
world wide, because itis part of the Indonesian post office.
PT Pos Indonesia recognizes the importance of retaining customers as a priority, as suggested by
Engeletal. (1995) that maintaining customer should be prioritized because keeping customers is easier
than to find new customers and losing customers becomes a threat to business continuity. It used to be the
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main goal of marketers is to achieve customer satisfaction, but the goal as it has shifted, now more
important than the satisfaction is customer loyalty. By having a customer base that has a high loyalty
means gaining certainty in future earnings. Loyal customers are expected to remain doing transactions in
the future (Hurriyati, R.: 2005).
One of the important strategiesto maintain customer loyalty is to provid equality and service
excellence. Service quality is often conceptualized as a comparison of performance expectations with
actual perceptions of services (Zeithaml etal. 1996). Quality services should start from the needs of
customers and end on customer perceptions (Kotler, 1997). This means that the image quality is not good
from a perspective or perception of the service provider, but rather a perspective on customer perception.
Bloemer, Ruyter and Peeters(1998), Gould, J andWilliams(1999), said the impact of service
quality on customer loyalty. Devaraj, S., etal., (2001) concluded that customer loyalty is not only
influenced by brand image, but also by the services provided. The different results shown by Oloughlin,
Christina and Germa Coenders O.(2002) that the quality of service does not affect loyalty.
In addition to service quality, customer value is able contribute to customer loyalty. The success
of getting customers and making customers aware of and recognize the value of customers is a challenge
for professional marketers (Groth andDye, 1999). Customer value is determined by consumers because
consumers in general will compare the sacrifice incurred with what you got(Kotler 1997). Sacrifice
incurred by the consumer can be money, time and effort to get the goodsfrom the service provider.
According to Mulyadi and Setiawan(1999), in a very tight competitive situation, consumers are
becoming very picky/choosy because consumers are well aware that they are the real trumpcard holder
and will be manifested in their loyalty. Manufacturers are increasingly convinced that one of the keys to
success for winning the competition lies in its ability to provide a total customer value that can satisfy the
customer through the delivery of a quality product at competitive prices.
The concept of customer valueis critical in achieving marketing successs desperately need
management attention. According to Parasuraman(1997) customer value is a preference and evaluation of
consumer to product attributes, attribute performance and customer facilities that can be used to achieve
the goals or benefits. Increased benefits are greater than the sacrifice incurred will enhance customer
value. Research on the effects of customer value on trust, to the study conducted by researchers not get the
empirical study of trust as a mediator variable between service quality on customer value. Based on the
results of research conducted by Mehdi, et al. (2011) the effect of customer value on customer trust has
significant and positive effect.
Some results of studies on the effect of customer value on customer loyalty conducted by Luarn,
Pinand Lin (2003), Lee, Richard and Murphy(2008) concluded that customer value affect customer
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loyalty. However,the results of research conducted by reassen andLindested(1997) is not the case,
customer valuehas no effect on loyalty but the only effect on customer satisfaction.
According to Luarn and Lin(2003) trust is a specific amount of confidence in the integrity
(honesty trusted party and the ability of keeping promises), benevolence (attention and motivation are
believed to act in accordance with the interests of the trust), competency (the ability to implement the
trusted party needs trust) and predictability(consistency trusted party's behavior). In a research by Bennet,
Roger&Gabriel, (2001) belief or trust is defined as the perception of the consumer that will be the
reliability of a product based on a consumer's perspective based on his experience. From the consumer
point of view, trust is a psychological variable that reflects the number of initial assumptions involving the
accumulation of credibility, integrity, and benevolence that were placed on a particular brand(Gurviez
&Korchia, 2003).
The role of trust as a mediator influences on service quality and customer value on customer
loyalty based on the results of previous empirical studies. The results of empirical studies on the effect of
service quality on trust that was conducted by Auh andSeigyoung(2005) stated that the perception of the
quality of service excellence (Perceived performance excellence) by influence consumer trust. Similarly,
the research findings Darsono(2008), that the perception of the service (perceived service quality)has
asignificant positive effect on satisfaction and trust.
Omaretal., (2009) found the same thing that the service quality affects trust.
The results of empirical studies on the effects of customer value on trust, conducted by Carver and
Scheier(1990) revealed that when the value received by the customer (customer value) is in accordance
with what they hope it will help the formation of customer trust (customer trust) to the company, where
consistency between product attributes and customer perceived value (the value received by the customer)
reduces uncertainty and helps build trust in the form of a reliable expectation of the possibility of
switching to another company.
Some results of studies on the effect of trust on customer loyalty conducted by Luarn, Pinand
Lin(2003), Omar, N.Asiah(2009) in his study concluded that trust affects loyalty.
Reseach gap which has been put forward to encourage research activities, in order to explain the
role of customer trust, as a mediator influences service quality and customer value on customer loyalty of
PT. Pos Indonesia (Persero) Malang 65100.
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2. LITERATURESTUDY
Service Quality
Service quality is the level of excellence expected by the control over the level of excellence to
meet the customer(Wyckof, inLovelock, l988). There are two main factors that affect service quality,
the expected service and perceived service (Parasuraman, etal., 1985). If services
arereceivedorperceived(perceived service) as expected, theservice qualityperceivedwill be goodand
satisfying. If thereceivedservice exceeds customer expectations, thequality of serviceperceivedisthe
idealquality. Conversely, if the received serviceis lower than expected, then the perceived quality is
poor.
Grönroos(1994) argues that the total quality of a service consists of three main components,
namely: 1) Technical Quality, which is a component associated with the output quality of service
received by the customer; 2) Functional Quality, the components associated with the delivery of a
quality service and 3) Corporate Image, the profile, reputation, public imageand the special appeal of a
company.
Customer Value
Goetsch(2000) stated that organization or company should know that customers want, whether a
product, service or the customer value. Activities to findout what matters to the customer is called
Customer Value Analysis (CVA) that the process consists of: 1) determine the attributes that are more
important toc ustomers, 2) assess the importance of these attributes, 3) assess whether the company
from the list of attributes that are prioritized,4) ask the customer to compare all the attributes of
service firms with similar attributes of competitor services, 5) perform repetitions of the process at a
given time.
Customer value is the perceived value instead of the actual value. Perception is different from
reality. Reality is seen by the customer is that they perceive (Fajrin: 2008). Therefore, in marketing,
perception is a reality. There are three components that can be used to form a perception of value,
namely brand, services, and processes (Fajrin: 2008). Same as expressed by Kartajaya(2003), the
value must be able to reflect the three elements(1) brand, (2) service, and (3) process. Further more
Mulyadi said that to realize what customer value paradigm needs to be invested: (1) integrity, which is
a person's ability to realize what has been said to be a reality, in any situation;(2) willingness to serve,
if it is believed that the focus of the company is the consumer, there is no reason that supports the
existence of an organization in realizing customer value paradigm is the willingness to serve because
the willingness to serve is commendable actions in dealing with consumers;(3) humility which is
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where the consumer can only be created if every member of the organization have the personal value
because humility is a mental attitude of a person who is able to receive and make people put
themselves in a position to receive any abnormality in touch with the consumer.
A discussion ofcustomer valueis alsoput forward by Petrick(2002). Heargues that in order to
increase customer loyalty, companies must improve the satisfaction of every customer. To improve
customer satisfaction and loyalty, the company must add value that can make them get what they pay
or more than they expected, so they can survive and lead to repeat purchases and increase the
proportion of purchases.
Customer Trust
Customers trust of a product/ service, attributes and benefits of products / services reflect the
perceptions of customers. Therefore,the trust of each customer is different (Sumarwan, 2003). Further
more, Sumarwan(2003) suggests that the strength of the confidence of customers of a product/ service
for the products/services that have certain attributes. Customers will express confidence in the various
attributes of a brand and product that is being eveluated. Customers must pay attention to the brand of
a product when evaluating the attributes possessed by each of these brands. Trust is often referred to
as object-attribute linkages, namely customer confidence about a possible link between an object with
relevant attributes.
Trust is defined by Barnes(2003) as the desire to rely on a trusted exchange partners. According
to Garbarino and Johnson (in Jasfar, 2005)sense of confidence (trust) in the marketing services is
more emphasis on the individual's attitude, which refers to the confidence of customers on the quality
and reliability of the received services.
Moorman, Deshpande and Zaltman (in Jasfar, 2005) also defines the important of confidence.
Confidence is a key in trust. Confidence as the principal in the trust which can be seen in the
definition given by other researchers such as Garbarino and Jhonson(in Jasfar, 2005) which states that
customers trust as confidence about the quality and reliability of services offered by an organization.
Morganand Hunt(1994) make the concept of trust as a state in which a person has faith in the honesty
and reliability of peer exchange. According to Morgan and Hunt(1994) there are five actions that
show a trust: (1) maintain the relationship, (2) receives the influence, (3) open communication, (4)
reduce supervision, and (5) the patience to understand opportunist. Taylor(2001) has revealed that the
relationship between two parties that exchange in this case is the user information research and the
researchers, is directly influenced by the trust of the researcher, the quality of interaction with
researchers.
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Customer Loyalty
Loyal customers are customer who have the attitude to the company to re-purchase the goods or
services and would recommend to others. According to Stone in Hurriyati(2005): "Customer loyalty can
be measured by the presence/last purchase(recency), repetition purchase(frequency) in a given period, the
amount of money they spends on each attendance(monetary), variations of the product bought from the
company(variation). Customers include loyalist would normally immune to: the promotion of the
competitors, the low sensitivity to price increases applied by the company and will most likely give you a
positive reference to the relationship.
Basically,there are two main perspectives concerning brand loyalty: brand loyalty as a
behavior(behavioral perspective) and brand loyalty as an attitude perspective(Tjiptono, 2000). In other
words, brand loyalty can be seen from the brand what the customer purchased and how you are feeling or
attitude of customers towards a particular brand. (1) Behavioural Perspective on the perspective that brand
loyalty is defined as repeat purchase of a brand consistently by customers. In practice, rarely founda loyal
customer 100% on the brand. Therefore, there are three kinds of behavioral brand loyalty measure is
widely used: (a) the proportion of purchases that loyalty is measured by a certain percentage, the number
of purchases of brands most often purchased divided by total purchases. So, if the frequency of brand
purchase is most often purchased 8 times out of 10 times the total purchase, the brand loyalty is 80%. (b)
The order/sequence of purchase is another measure of loyalty is consistency with regard to the purchase
order and customer frequency switching or changing suppliers.(c) The probability that the proportion of
the purchase and the purchase order combined to calculate the probability of a purchase is based on over a
long time(long-termhistory)is calculated. Then, at any point in time, the proportion is adjusted in order to
reflect the most recent purchase. Every time a customer buys a certain specific brand, these purchases
increase the statistical probability of purchasing the brand relevant againat the next opportunity. (2)
Perspective attitude that the problems encountered in the behavioral perspective is that which can be
explained only on the facts related to the purchase of the same brand, but can not explain whether the
customer actually prefers a particular brand over other brands.
Baloglu(2002) suggested that loyalty includes two important components, namely; loyalty as a
behavior and loyalty as an attitude. The combination of both components resulted in four situations the
possibility of loyalty, namely spurious loyalty, true loyalty, low latent loyalty and loyalty. The
combination of attitude and behavior in four possible situations produce loyalty, spurious loyalty that is
loyal attitudeis a combination of low and loyal behavior of high and low loyalty loyal attitude is a
combination of low and high loyal behavior; and latent loyalty is a combination of a low attitude loyal and
disloyal behavior are low.
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Research Hypothesis
Based on the results of empirical studies, the hypothesis of this study can be formulated as
follows:
H1. Quality service has significant and positive effect on customer loyalty
H2. The value ofthe customer has positive and significant effecton customer
loyalty
H3. Customer trust mediates the effect of service quality on customer loyalty
H4. Customer trust mediates the effect of customer value on customer loyalty.
3. RESEARCH METHODS
This study is an explanatory research that is a research that intends to describe the pattern of
relations or influence between two or more variables. The pattern of relationships is revealed in the
relationshipis causal, namely the influence of service quality and customer value on customer trust and
customer loyalty. The population in this study is the consumer who is a service user of PT. Pos
Indonesia(Persero) Malang that uses the postal service. Data collection was done by using questionnaires
designed in the form of close-ended question. Data analysis was done byusing Structural Equation
Modeling(SEM).
StructuralModelTesting: Hypothesis TestingResearch
Once the model is eligible, then that needs to be done next is to test regression weight/loading
factor. This test is performed the same as the t-test on regression weight/loading factor/coefficient
models). Ferdinand(2002) explainedthat tcount is identical with CR( Critical Ratio) that were tested with
probability p, where if p<0.05 indicates a significant effect and if p>0.05 indicates has not have any
significant.
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Mediation Test
Mediation variableisa variable that mediates the relationship of explanatory variables on the
dependent variables. The study involved two mediating variables, namely customer value and customer
satisfaction. To determine whether a variableis able to act as a mediating variable that will be tested.
Mediation testis used to determine whether the mediating variable is full (complete mediation) or partial
mediation. Testing mediation in this study is as follow:
(a) (b)
(c)
(d)
Figure 1: Mediation Test of X effect on Y2 mediated by Y1
Specification:
1. (a), (b) and(c) are the result ofthe path coefficients and overall model
2. (d) is the result of the path coefficients of the overall model without mediating variables.
Testing approach
1. If in(a) and(b) are significant while(c) is not significant, it can be said as a mediation to be a
complete mediation.
2. If in(a) and(b) are significantly while(c) is significant, where the value of the coefficient(c) is
smaller(down) of(d), it can be said to be a partial mediation.
3. If in(a) and(b) are significant while(c) is significant, where the coefficients of(c) is similar to(d) it
is not as a mediating variable.
4. If any of(a) or(b) is not significant, it is not as a mediating variable
Independent X
Dependent
(Y2)
Independent X
Mediation (Y1)
Dependent (Y2)
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4. RESEARCH FINDING
The Research Analysis of Goodness of Fit SEM
The result of Goodness of Fit Overall test based on Table1, it can be seen that not all of the
criteria showed good models. Although the value of GFI and AGFI are still below the cut-off value, but
the value is not so far from the cut-off value. According to Arbuckle and Wothke(1999), the best criteria
are used as an indication of goodness of the model is the value CMIN/DF is less than 2, and RMSEA were
below 0:08. In this study, the value CMIN/DF and RMSEA have met the cut-off value, therefore the
model can be categorized suitable and feasible for use, therefore, it can be done interpretation in order to
discuss further.
.12
Kualitas layanan
x1.9
.53
e9
1.00
1x1.8
.34
e8
1.46
1x1.7
.37
e7
1.23
1x1.6
.60
e6
1.341
x1.5
.56
e5
.921x1.4
.26
e4 1.551
x1.3
.35
e3
1.49
1x1.2
.43
e2
1x1.1
.47
e1
1.19
1
.21
Customer value
Kepercayaan Loyalitas
1.15
y2.1
.54
f51.00
1
y2.2
.34
f61.32 1
y2.3
.83
f7
1.321
y2.4
.31
f8
.81
1
x2.4
.20
e13
1.001
x2.3
.21
e12
1.191x2.2
.24
e111.301
x2.1
.21
e10 1.13
1
y1.4
.74
f4
1.00
1
y1.3
.26
f3
1.311
y1.2
.42
f2 1.791
y1.1
.43
f1
1.45
1
.35 .36
.12
.24
.07
u1
-.02
u2
1
MEASURES OF FIT
RMSEA=.038
GFI=.893
AGFI=.857
CFI=.964
TLI=.957
Khi kuadrat=215.766
Khi Kuadrat/DF=1.240
p_value=.017
.92
1
.19
.11
.25
.07
.16
.13
.12
.05
-.09
.08
Figure 2. Path Diagram of SEM Analysis Result
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Tabel 1 The Result ofGoodness Of Fit Overall Model Test
Criteria Cut-of value Model Result Note
Khi quadrate Kecil 215.766 Model is not good
p-value 0.05 0.017
CMIN/DF ≤ 2.00 1.240 Good Model
GFI 0.90 0.893 Marginal Model
AGFI 0.90 0.857 Marginal Model
TLI 0.95 0.957 Good Model
CFI 0.95 0.964 Good Model
RMSEA ≤ 0.08 0.038 Good Model
Source: Processed Data
The results of Goodness of Fit Overall test based on Figure 2 and Table 1 above, it is known that
not all of the criteria showed good models. Although the value of GFI andAGFIare stillbelow thecut-
offvalue, butthe value isnot sofarfromthe cut-off value. According to Arbuckle and Wothke(1999), the
best criteria are used as an indication of goodness of the modelis the value CMIN/DF is less than 2, and
RMSEA were below 0:08. In this study, the value CMIN/DFand RMSEA have met the cut-off value,
therefore the model can be categorized suitable and feasible for use, so it canbe done in order to discuss
further interpretation.
HypothesisTesting Results
As a basis fortesting the hypothesis used Critical ratio (Cr) from the regression output Weight. Where the
hypothesis will be accepted if the p value< of significance of 5%, the null hypothesis was rejected. The
results of the analysis set out in Table 2.
Table 2: Results of Regression Analysis Weight
Correlation Path
Coeficient
C.R. p-value Not
Service quality Trust 0.393 2.621 0.009 Sig
Customer value Trust 0.351 2.678 0.007 Sig
Service quality Loyalty 0.237 2.693 0.007 Sig
Customer value Loyalty 0.795 5.703 0.000 Sig
Trust Loyalty 0.314 2.495 0.013 Sig
Source: Processed Primary Data
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Quality service has significantand positive effect on customer loyalty
Based on Table 2, the results ofhypotheses testing about the influence of service quality on
customer loyalty generates path coefficient of 0.237 and p value of 0.007. These results indicate that the
quality of service and a significant positive effect on customer loyalty.
The customer value has positive and significant effecton customer loyalty
Based on Table2, the results of testing hypotheses about the effects of customer value on customer
loyalty generates path coefficient of 0.795 and p value of 0.000. The results show that customer value has
a positive and significant effect on customer loyalty.
Customer trust mediates the effect ofservice qualityon customer loyalty
The results of the analysis ofthe role ofcustomer trust as a mediating influence of service quality
on customer loyalty to note the significance of the results of the effect ofservice quality on customer trust
and confidence of customer’s has significant effect on customer loyalty. The results of these tests in detail
can be seen inTable 3
Table3 Results Customer Trust Mediating the Effect of Service Quality on CustomerLoyalty
Correlation among variable Path
Coefficient
P value Note
Service quality → Customer’s trust 0.393 0.009 Sig
Customer’s Trust → Customer’s Loyalty 0.314 0.013 Sig
Service quality → Customer’s Loyalty 0.237 0.007 Sig
Source: Processed Primary data
The results of service quality effect on customer loyalty without the mediating variable of
customer’s trust seen in Table4.
Table 4The results of the effect of service quality on customer loyalty without the mediating variable of
customer’s trust
Correlation among variables Path
Coefficient
P value Note
Service Quality → Customer’s Loyalty 0.520 0.000 Sig
Source: Processed Primary data
Based on Table3, resulting that the service quality significantly influence customers' trust with a p
value of 0.009 and the trust customers have a significant effect on customer loyalty with a p valueof 0.013.
These results indicate that customer trust is able to mediate the effect of service quality on customer
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loyalty.
Based on the test results of mediation, indicates that the variable quality of service significantly affect
customer confidence with coefficient value of 0.393(a) and customer trust significantly affect customer
loyalty with a coefficient value of 0.314(b). Mean while, the path coefficient of the service quality
variable that is controlled by the customer's trust can significantly affect the value of customer loyalty
with a coefficient of 0.237(c). Furthermore,(c) has a smaller coefficient(down) from the influence of
service quality on customer loyalty without the mediating variable trust of customers, with a coefficient of
0.520(d). Thus, it can be said that the trustof customers acts as a partial mediation(partial mediation) from
the indirect effects of the influence of service quality on customer loyalty(Figure 3).
0.393(a) 0.314(b)
0.237(c)
0.520(d)
Figure 3.Test Results of customer trust mediation as an influence mediating of service quality on on
customer loyalty
Customer trust mediates the effect on customer loyalty customer niilai
The results of the analysis of the role of customer trust as a mediating influence on customer loyalty
customer value need to know the results of the significance of the effect of customer value on customer
trust and confidence of customers significant effect on customer loyalty. The results of these tests in detail
can be seen in Table 5.
Service Quality
Customer Trust
Customer Loyalty
Service Quality
Customer’s Loyalty
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Table 5. Results of Customer Trust Mediating Effect of Customer Loyalty on Customer Value
The Effect among Variable Path
Coefficient
P value Note
Customer’s value → Customer’s trust 0.351 0.007 Sig
Customer’s Trust → Customer’s Loyalty 0.314 0.013 Sig
Customer’s value → Customer’s Loyalty 0.795 0.000 Sig
Source: Processed Primary Data
The results effect of the service quality on customer loyalty without the mediating variable of
customer confidence seen in Table6
Table 6.Results Effect of customer value on Customer Loyalty without Customer trust Mediation
The Effect among Variable Path
Coefficient
P value Note
Customer’s value → Customer’s Loyalty 0.964 0.000 Sig
Source: Processed Primary Data
Mediation test shows that customer value variable significantly affect on customers' trust, the
value of the coefficient of 0.351(a) and customer trust significantly affect customer loyalty with
coefficient 0.314(b). Mean while, the coefficient of the variable track customer value controlled by the
customer's trust can significantly affect customer loyalty with coefficient 0.795(c). Customer value on
customer loyalty without the mediating variable trust of customers, with a coefficient of 0.964(d), can be
said that the customers trust acts as a partial mediation (partial mediation) effect of indirect effects
between customer value on customer loyalty(Figure 4).
0,351 (a) 0,314(b)
0,795(c)
0,964 (d)
Figure 4: Result of trust mediation test as a mediating influence of customer value on customer loyalty
Customer’s Value
Customer’s Trust
Customer’s Loyalty
Customer’s value
Customer’s Loyalty
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5. DISCUSSION
The effect ofservice qualityon customer loyalty
Quality service has significant and positive effect on customer loyalty, meaning that the more
positive user perceptions of PT. Pos Indonesia Malang services on the quality ofservice, the
customers are more loyal to the postal service. Service quality affects the customer loyalty of PT. Pos
Indonesia Malang, customer loyalty will increase if the quality of service according to the customer's
wishes. The results of the study confirm the opinion of Engel(1994) that efforts should be prioritized
retaining customers, because customer retentionis more difficult than finding new customers. To be
able to retain customers, PT. Pos Indonesia Malang should improve the quality of its services. It is
also proposed by Aaker(1997) that there are five points to maintain and strengthen loyalty: treating
customers with viable; establish a close relationship with the customer; measuring or managing
customer satisfaction; giving and creates extra costs and transition. The results of this study reinforce
previous empirical studies conducted by Croninand Taylor(1992) the existence of a positive
relationship between service quality(service quality) and consumer satisfaction with the tendency
repurchase(loyalty). Bloemer, Ruyter and Peeters(1998) results of study is the image, quality of
service (service quality) and the satisfaction of an impact on customer loyalty. Gould, J and
Williams(1999) concluded the value of the customer (customer value) and quality of service(service
quality) have a significant effect on customer loyalty and service quality (service quality) effect on the
value of the customer (customer value). Devaraj, S., etal. (2001) concluded that in the automotive
industry, customer loyalty is not only influenced by brand image, but also by the services provided by
dealers selling the brand. Caruana(2002) found evidence that the quality of service have a significant
influence on customer loyalty both directly and indirectly mediated by customer satisfaction.
The effect of customer value on customer loyalty
The results of the analysis showed that the effect of customer value on customer loyalty,
meaning the more positive user perceptions of PT. Pos Indonesia Malang to the value received, the
more loyal they are. Customer value will directly affect customer loyalty. Customer loyalty increases
when actually receive the benefits of the services or products of PT. Pos Indonesia Malang. To
maintain customer loyalty, PT. Pos Indonesia Malang should be able to generate value for the
customer. The values obtained customers include, the first value of the products that can provide the
benefits desired by the customer. Secondly, the value of the service that the customer was satisfied
with the service provided ranging from customer service and teller fast and skilled in handling all
customer transactions required. The third value is the customer's personal value. Customers are
satisfied with the attitude of the employees who are always friendly and attentive when providing
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services to customers. Thus,customers feel the sacrifice of time, cost and power comparable to the
value of the benefits obtained after the transaction at PT. Pos Indonesia Malang. The fourth customer
value is the value of the image, where PT. Pos Indonesia Malang as a delivery service company has a
good image and a reliable delivery service. Perception of service users as mentioned above reinforced
with several statements made by the respondent in filling an open question as follows: although to day
many shipping services, but I considered that PT. Pos is the best delivery service company in this
country, more reliable, more experience, better fleet and others.Goetsch and Davis(2000) states that an
organization or company should know what customers want, whether the product or the value of
customer service. Activities to find outwhat is important to maintain a customer will create customer
loyalty. In addition to technology support that has been done in order to increase customer value loyal
customers then have to add the service to the liver. The results of this study reinforce previous
empirical studies conducted by Auh, Seigyoung(2005) that the perception of service quality is
excellent (Perceived performance excellence) by influence consumer trust. Similarly, the research
findings Darsono(2008) that the perception of the service(perceived service quality)has a significant
positive effect on satisfaction and trust. Omaretal., (2009) found the same thing that the service quality
affect trust.
Customer trust mediates the effect of service quality on customer loyalty
Customer trust acts as a partial mediation from the indirect effects of the influence of service
quality on customer loyalty. This result can be explained that the customers will have a high level of
loyalty when the quality of services provided by PT. Pos Indonesia Malang is able to provide its
customers with high trust. The fact that PT. Pos Indonesiais engaged in services, it is an important
factor that should be considered is the confidence of service users, where they use the postal service
because they believe that the goods or remittances they sent through the postal service will arrive
safely at their destination on time. Alongwith the competitive constraints faced by PT. Pos Indonesia,
it should make changes to their business activities. One of them is PT. Pos Indonesia should provide
new products that is Exspress Postal services. Shipping services which can really guarantee the
shipment can be received at the destination quickly and accurately, not less competitive with services
offered by the private sector. In addition, PT. Pos Indonesia Malang has a condition that adequate
facilities and infrastructure, such as the presence of a representative office building, cleanliness and
comfort of roomservice.
Similar to the physical evidence, the existence of procedures of service for customers who are not
convoluted, as the employees that are extremely friendly attitude, able to create a strong family
relationships and empathy when communicating, employees listen more when customers speaking, so that
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employees can explore more in a variety of desires and consumer complaints, the employee can then offer
a solution.The results of this study reinforce previous empirical studies conducted by Auh,
Seigyoung(2005) that the perception of service quality is excellent (Perceived performance excellence)by
influence consumer trust. Darsono(2008) that the perception of the service (perceived service quality) has
a significant positive effect on satisfaction and trust. Omaretal., (2009) found the same thing that the
service quality affect trust. Luarn, Pinand Lin(2003) Omar, N.Asiah(2009) in his study concluded that
trust affects loyalty.
Customer trust mediates the effect of customer value on customer loyalty.
Based on the results of inferential statistical analysis, it generated that customers trust acts as a
partial mediation effect of indirect effects between customer value on customer loyalty. This result can be
explained that the customers will have a high level of loyalty when quality or customer benefits felt in
higher product with the sacrifices they feel when paying the price of the product, meaning that beliefs,
attitudes and behaviors will be associated with the concept of product attributes. Customers usually have
confidence in the attributes of a product.
Customer confidence or knowledge regarding customer confidence that a product has a variety of
attributes and benefits of the various attributes. The results of this study reinforce previous empirical
studies conducted by Carver and Scheier(1990) that if the value received by the customer is in accordance
with what they hope it will help the formation of customer trust to the company, where consistency
between product attributes and customer perceived value (the value received by the customer) reduces
uncertainty and helps build trust in the form of a reliable expectation of the possibility of switching to
another company. Similarly, a study conducted by Changsu Kim, etal., (2008) that customer perceived
value affect customer trust in the company. Luarn, Pinand Lin (2003), Omar, N.Asiah(2009) in his study
concluded that trust affects loyalty.
6. CONCLUSION
Service quality and customer value contributes on customer loyalty. These findings could be
interpreted that to increase customer confidence, which in turn can increase customer loyalty, the
management of PT. Pos Indonesia Malang need to pay attention on the services quality provided which
include the appearance of physical facilities and office buildings to provide adequate parking facilities and
provide a sense of security, a comfortable waiting room and have a better office environment compared
with similar services such asTIKI office and DHL, Pejastip and others.The ability of employees to provide
services promised immediately, timely and accurately assessment is also the basis for the consumer. In
addition, quality service excellence backed by the professionalism of employees, which is always caring
and responsive to all the needs of consumers, be polite and trustworthy to maintain the confidentiality of
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all packages belonging to the consumer and strive to create and maintain family relationships with
consumers. PT. Pos Indonesia Malang is so large and dispersed networks must be able to be a point of
differentiation for the company, because otherwise it will reduce the value available to consumers.
Michael Porter stated that"Competitive strategy is about different". Different does not mean random
differences, but the differences are really able to provide"a unique mix of value". Future research is
recommended to add other variables in addition to service quality, customer value, and trust that affect the
service user’s loyalty, because loyalty can also be influenced by the distance of the availability of services,
and can also increase the level of consumer knowledge variableasa moderator variable to determine
influence of service quality on trust, service quality on customer value which can further complement this
research findings.
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