Customer satisfaction model and its impact on customer loyalty on the example of automotive companies

Economic Annals-XXI: Volume 204, Issue (7-8), Pages: 27-32

Citation information:
Ahidin, U., Suryani, W., Sudarso, A., Lenggogeni, & Tondo, A. (2023). Customer satisfaction model and its impact on customer loyalty on the example of automotive companies. Economic Annals-XXI, 204(7-8), 27-32. doi: https://doi.org/10.21003/ea.V204-04

Udin Ahidin
MA (Economics), Post Graduate Program,
Department of Management,
Faculty of Economics and Business,
Pamulang University (Universitas Pamulang)
Jl. Surya Kencana No.1, Pamulang Bar., Kec. Pamulang, Kota Tangerang Selatan, Banten, 15417, Indonesia
dosen00406@unpam.ac.id
ORCID ID: https://orcid.org/0009-0008-3742-8525

Wan Suryani
PhD (Management),
Department of Management,
Faculty of Economics and Business,
Medan Area University (Universitas Medan Area)
Jl. Kolam No. 1 Medan Estate, Provinsi Sumatera Utara, 20223, Indonesia
wansuryani77@yahoo.com
ORCID ID: https://orcid.org/0000-0003-4353-1947

Andriasan Sudarso
PhD (Management),
Department of Management,
Faculty of Economics and Business,
IBBI University (Universitas IBBI)
Jl. Sei Deli No.18, Silalas, Kec. Medan Bar., Kota Medan, Sumatera Utara 20114, Indonesia
andriasans@gmail.com
ORCID ID: https://orcid.org/0000-0002-6367-9634

Lenggogeni
PhD (Accounting),
Department of Management,
Faculty of Economics and Business,
Trisakti University (Universitas Trisakti)
Jl. Letjen S. Parman No.1 Kampus A, RT.6/RW.16, Grogol, Kec. Grogol petamburan, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11440, Indonesia
lenggo67@gmail.com
ORCID ID: https://orcid.org/0000-0002-7175-6353

Anthon Tondo
PhD (Management),
Department of Management,
Faculty of Economics and Business,
Swiss German University (Universitas Swiss German)
The Prominence Tower Alam Sutera, Jl. Jalur Sutera Bar. No.Kav 15, RT.003/RW.006, Panunggangan Tim., Kec. Pinang, Kota Tangerang, Banten 15143, Indonesia
anthon.tondo@gmail.com
ORCID ID: https://orcid.org/0009-0004-0804-7310

Customer satisfaction model and its impact on customer loyalty on the example of automotive companies

Abstract. Our research is devoted to the automotive companies of Indonesia. Analyzing six factors is the focus of this research when it comes to automotive companies in Jakarta: Product, Price, Promotion, Customer Satisfaction, Customer Loyalty, and the Influence of Products, Prices, and Promotions on Customer Satisfaction and their potential impact on Customer Loyalty. Prowling through the automotive company scene of Jakarta (including Pelumas Pikoli, PT Swap Energi Indonesia, Maruti Suzuki, and Otoklix) we deployed a descriptive and explanatory survey. Our sample comprised a random gathering of 172 customers of the automotive companies in Jakarta during 2021-2022, whom we rigorously examined. The kind of inquiry we made entails judging the causality of the situation. Our findings report an overall positive outlook towards the automotive companies located in Jakarta. Remarkably, the products, promotions, and prices exceeded benchmark standards. Additionally, our investigations reveal a high level of contentment with the customer experience in automotive company restaurants. Finally, clutching onto swift loyalties, the customers have cemented great relationships with the automotive companies in Jakarta. They should aim to maintain consistency in their product range, pricing and promotional offers to ensure customer satisfaction. This will, in turn, foster customer loyalty, which is vital for the success of these businesses. Specifically, promotional offers have a significant impact on customer satisfaction and must be carefully managed to ensure strong and lasting satisfaction. Overall, automotive companies in Jakarta should focus on creating strong and unwavering customer satisfaction to remain competitive in their market.

Keywords: Automotive Companies; Product; Price; Promotion; Customer Satisfaction; Customer Loyalty

JEL Classifications: Е24; Е41; Е64; I18; J28; J31

Acknowledgements and Funding: The authors received no direct funding for this research. The automotive market has been selected for the research purposes only. There is no personal engagement of the authors with the subjects under study.

Contribution: The authors contributed equally to this work.

Data Availability Statement: The dataset is available from the authors upon request.

DOI: https://doi.org/10.21003/ea.V204-04

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Received 24.04.2023
Received in revised form 22.05.2023
Accepted 26.05.2023
Available online 27.08.2023