Published: 2025-02-11
Exploring Key Determinants of Customer Satisfaction and Loyalty: Strategies for Business Sustainability in the Modern Era
DOI: 10.35870/ijmsit.v5i1.3781
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Abstract
This study aims to explore the factors that influence customer satisfaction and loyalty as key elements for business sustainability in the modern era. The research employs a quantitative approach with a causal-explanatory survey design involving 200 respondents who are active customers of a company. The independent variables analyzed include product quality, price, customer service, innovation, and loyalty programs, with customer satisfaction and loyalty serving as the dependent variables. Data was analyzed using multiple linear regression to assess the impact of each independent variable on the dependent variables, alongside validity, reliability, and classical assumption tests to ensure model validity. The results show that all independent variables have a positive and significant effect on customer satisfaction and loyalty. Product quality is the most dominant factor (β = 0.46, p = 0.000), followed by customer service (β = 0.33, p = 0.000), innovation (β = 0.21, p = 0.001), loyalty programs (β = 0.18, p = 0.002), and price (β = 0.14, p = 0.007). Additionally, customer satisfaction was found to have a significant relationship with customer loyalty (β = 0.68, p = 0.000). These findings suggest that increasing satisfaction directly contributes to customer loyalty, which has implications for business sustainability. The study recommends that companies focus on improving product quality, innovation, customer service, and loyalty programs to enhance customer satisfaction and loyalty. Competitive pricing strategies should also be optimized to attract a broader market segment. In conclusion, understanding and managing these factors can support business sustainability in an increasingly competitive environment.
Keywords
Customer Satisfaction ; Customer Loyalty ; Product Quality ; Customer Service ; Innovation ; Loyalty Programs
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 5 No. 1 (2025)
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Section: Articles
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Published: %750 %e, %2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/ijmsit.v5i1.3781
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Nany Budi Hardjayanti
Faculty of Social Sciences and Teacher Training, Management Study Program, Universitas Nani bili Nusantara, Sorong Regency, West Papua Province, Indonesia.
Amirah Andika Rifdayanti
Faculty of Islamic Economics and Business, Sharia Economics Study Program, Universitas Islam Negeri Raden Fatah Palembang, Palembang City, South Sumatra Province, Indonesia.
Satrya Bayu irawan
Faculty of Social Sciences and Teacher Training, Management Study Program, Universitas Nani bili Nusantara, Sorong Regency, West Papua Province, Indonesia.
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