PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN MAXIM (STUDI KASUS PADA MAHASISWA MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SUMATERA SELATAN)

This study aim to analyze the influence of service quality and customer satisfaction on customer loyalty in Maxim services. The research method used is quantitative, with data collected through questionnaires distributed to Maxim service users. The results show that service quality and customer satisfaction have a positive and significant effect on customer loyalty. These findings indicate that improving service quality and customer satisfaction can sustainably enhance customer loyalty. This study provides recommendations for the company to focus on improving service and satisfaction aspects to retain customer.
Keywords: Service Quality, Customer Satisfaction, Customer Loyalty, Maxim