THE INFLUENCE OF SERVICE QUALITY AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY: A STUDY OF PERUMDAM TIRTA KOMODO, MANGGARAI REGENCY

Rofiantinus Roger, Ipan Sopian, Lamhot Henry Pasaribu

Abstract


This study employs multiple linear regression using data from 398 respondents, systematically sampled from a population of 31,929 active customers, to examine the influence of service quality and customer satisfaction on customer loyalty at Perumdam Tirta Komodo in Manggarai Regency, East Nusa Tenggara, Indonesia. The findings confirm that both service quality and customer satisfaction have significant positive effects on customer loyalty, underscoring the importance of continuous service enhancement, transparent communication, and evidence-based management in sustaining strong customer relationships. As the cross-sectional survey conducted in October 2025 captures customer perceptions at a single point in time, dynamic changes in attitudes and loyalty cannot be assessed. Future research is therefore recommended to adopt longitudinal designs and include additional variables, such as corporate image, price fairness, reputation, engagement, and reliability indicators to more comprehensively explain the drivers of customer loyalty in public water utilities.

Keywords


Service Quality; Custumer Satisfaction; Customer Loyalty; Local Government-Owned Water Enterprise (BUMD).

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DOI: https://doi.org/10.17509/mimbardik.v10i4.92681

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