The Effect of Customer Experience on Customer Loyalty Through Customer Satisfaction as a Mediating Variable at Buana Pos Indonesia Agent
DOI:
https://doi.org/10.64243/JOSMI.02.5.02Keywords:
Customer Experience, Customer Satisfaction, Customer Loyalty, SEM-PLS, Logistic ServicesAbstract
Within today intensely contest logistics together with parcel delivery market, customer experience has emerged as strategic source of competitive advantage alongside traditional service quality. This study investigates influence of customer experience on customer satisfaction together with customer loyalty among user of Buana Pos Indonesia agent, while also examine whether customer satisfaction mediate relationship between customer experience together with loyalty. As competition intensifies, logistics provider must extend focus beyond operational excellence toward deliver superior end-to-end customer experience. Quantitative research design was employed by distribute structured questionnaire to customer select through purposive sampling, together with collect data were analyze using SEM-PLS. Finding demonstrate customer satisfaction significantly strengthen customer loyalty. Customer experience likewise exert significant direct effect on both satisfaction as well as loyalty. Furthermore, satisfaction partially mediate association between customer experience together with loyalty, indicating part of influence of customer experience are transmit through customer satisfaction. These finding highlight strategic importance of effectively managing entire customer journey within logistics service.
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