Role of Customer Satisfaction Mediated Relationship Between Service Quality and Price Fairness on Repurchase Intentions

  • Luh Anggi Bellyanti Faculty of Economics and Business, Udayana University, Bali, Indonesia
  • Ketut Rahyuda Faculty of Economics and Business, Udayana University, Bali, Indonesia
Keywords: Service quality, price fairness, customer satisfaction, repurchase intentions

Abstract

The need for diesel for businesses today is increasing. This increase makes many new companies appear in the field of fuel transport services. The purpose of this study is to examine the effect of service quality, prices fairness, on customer satisfaction and repurchase intentions at PT. Cahaya Putra Jaya Bali. This research uses an associative approach. Purposive sampling was used for sampling in research with a total sample of 54 respondents. Data collection techniques was by distributing questionnaires to customers of PT. Cahaya Putra Jaya Bali. Smart PLS 3.0 was used in processing data. The results of this study indicate the quality of service and the reasonableness of price have a positive and significant effect on customer satisfaction and repurchase intention. Customer satisfaction has a positive and significant effect on repurchase intentions. Customer satisfaction partially mediates the relationship between service quality against repurchase intentions and the price fairness towards repurchase intentions. The practical implication of this study is that this study can be used as a model for evaluating the strategy of PT. Cahaya Putra Jaya Bali to customer satisfaction and repurchase intentions. The theoretical implication of this research is that this research can complement the marketing literature and will contribute a new knowledge about evaluating the influence of a variable on other variables based on the strength of the value of the four variable relationship model (service quality, proce fairness, customer satisfaction and repurchase intention) in the sales business diesel fuel and strengthen previous research.

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Published
2019-11-04
Section
Articles