Dampak Kualitas Layanan terhadap Loyalitas Pelanggan di Mediasi Citra Perusahaan dan Kepuasan Pelanggan
Keywords:
Service Quality, Corporate Image, Customer Satisfaction, Customer Loyalty, SVLKAbstract
The digitalisation of certification services has increased the need for certification bodies to provide reliable, responsive, transparent, and accessible services while maintaining customer loyalty. In the context of the Timber Legality and Sustainability Verification System (SVLK), customer loyalty is important because certification services involve continuing relationships between certification bodies and certified companies. This study aims to examine the effect of service quality on customer loyalty and to analyse the mediating roles of corporate image and customer satisfaction. A quantitative explanatory design was employed involving companies holding SVLK certificates in Special Region of Yogyakarta, Central Java, and East Java. Data were collected through a five-point Likert-scale questionnaire from 348 respondents selected using purposive sampling and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that service quality has a positive and significant effect on corporate image, customer satisfaction, and customer loyalty. Customer satisfaction significantly mediates the relationship between service quality and customer loyalty, whereas corporate image does not. The findings suggest that customer loyalty in SVLK certification services is shaped more strongly by customers’ direct service experiences and satisfaction than by corporate image alone. Certification bodies should therefore strengthen service responsiveness, reliability, transparency, and accessibility across both digital and face-to-face service channels.
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