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IJSTR >> Volume 7 - Issue 12, December 2018 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Effect Of Market Orientation, Service Quality And Service Orientation On Semen Tonasa Customer Satisfaction And Loyalty In Makassar City

[Full Text]

 

AUTHOR(S)

Fitriani Mandung, Basri Modding, Sabri Hasan, Hamza Ella

 

KEYWORDS

Market Orientation, Service Quality, Service Orientation, Customer Satisfaction and Loyalty.

 

ABSTRACT

These instructions give you guidelines for preparing papers for IJSTR JOURNALS. Use this document as a template if you are using Microsoft Word 6.0 or later. Otherwise, use this document as an instruction set. The electronic file of your paper will be formatted further at IJSTR. Define all symbols used in the abstract. Do not cite references in the abstract. Do not delete the blank line immediately above the abstract; it sets the footnote at the bottom of this column. The study was carried out at PT Tonasa Pangkep as a reference for its Marketing system, by sharing questionnaires for customers and distributors by setting a sample of 100 respondents based on the Sloving formula. The questionnaire results data were analyzed using the Structural Equation Model, using AMOS 18 assistance. The results of the study found that Market Orientation directly had a negative and significant effect on customer satisfaction, a positive and not significant effect on customer loyalty. Direct service quality has a positive and significant effect on customer satisfaction, thereby increasing customer loyalty. Service orientation has a positive and significant effect on loyalty through customer satisfaction. Market orientation has a positive and not significant effect on loyalty through customer satisfaction. Quality of service has a positive and not significant effect on loyalty through customer satisfaction. Service orientation has a negative and not significant effect on loyalty through customer satisfaction.

 

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