Customer Loyalty is Affected by Service Quality, Product Quality, and Sales Promotion on Publishing Pareto Customers Erlangga Pekanbaru

Q4 Social Sciences

Journal of Social Research and Policy Pub Date : 2023-09-07 DOI:10.55324/josr.v2i10.1408

Hangga Arianto, Theresia Pradiani, Mohammad Maskan

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引用次数: 0

Abstract

Customer loyalty is an essential factor in business success. In the publishing industry, such as Pareto Publisher Erlangga, creating customer loyalty is crucial for maintaining a competitive market share. Therefore, this research aims to analyze the relationship between service quality, product quality, sales promotion, and customer loyalty among Publisher Erlangga's Pareto customers in Pekanbaru. This study adopts a quantitative approach by collecting data from 92 respondents who are customers of Pareto Publisher Erlangga in Pekanbaru. The research instrument used is a questionnaire consisting of questions about customer perceptions of service quality, product quality, sales promotion, and loyalty to Erlangga Publisher. The results of data analysis using the multiple linear regression method indicate that service quality, product quality, and sales promotion have a significant positive influence on customer loyalty. This means that the higher the customers' perception of service quality, product quality, and sales promotion, the higher their level of loyalty to Erlangga Publisher. These findings have important implications for Pareto Publisher Erlangga in Pekanbaru to enhance customer loyalty. They should focus on improving service quality, such as responsiveness to customer inquiries, speed of service, and ease of communication. Additionally, they should ensure that the products they offer are of high quality and meet customer expectations. Moreover, effective sales promotion strategies should also be implemented to build awareness and interest among customers. Pareto Publisher Erlangga in Pekanbaru can develop more effective strategies to maintain and increase their market share. This research can serve as a reference for the publishing industry and other businesses in understanding the importance of service quality, product quality, and sales promotion in fostering customer loyalty.

查看原文本刊更多论文

服务质量、产品质量和促销对出版帕累托客户忠诚度的影响[j]

顾客忠诚度是商业成功的重要因素。在出版行业，如帕累托出版商Erlangga，创造客户忠诚度对于保持有竞争力的市场份额至关重要。因此，本研究旨在分析Erlangga出版社在北坎巴鲁的帕累托顾客的服务质量、产品质量、促销和顾客忠诚度之间的关系。本研究采用定量方法，收集了92名受访者的数据，他们都是帕累托出版商Erlangga在北坎巴鲁的客户。使用的研究工具是一份调查问卷，包括客户对服务质量、产品质量、促销和对Erlangga Publisher的忠诚度的看法。采用多元线性回归方法进行数据分析的结果表明，服务质量、产品质量和促销对顾客忠诚度有显著的正向影响。这意味着客户对服务质量、产品质量和促销的感知越高，他们对Erlangga Publisher的忠诚度就越高。这些发现对帕累托出版商Erlangga在北坎巴鲁提高客户忠诚度具有重要意义。他们应该把重点放在提高服务质量上，比如对客户询问的响应、服务速度和沟通的便利性。此外，他们应该确保他们提供的产品是高质量的，满足客户的期望。此外，还应实施有效的促销策略，以建立顾客的意识和兴趣。位于北坎巴鲁的帕累托发行商Erlangga可以制定更有效的策略来维持和增加市场份额。本研究可为出版业及其他企业了解服务品质、产品品质及促销对培养顾客忠诚度的重要性提供参考。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Social Research and Policy Social Sciences-Sociology and Political Science

CiteScore

0.30

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： Welfare states have made well-being one of the main focuses of public policies. Social policies entail, however, complicated, and sometimes almost insurmountable, issues of prioritization, measurement, problem evaluation or strategic and technical decision making concerning aim-setting or finding the most adequate means to ends. Given the pressures to effectiveness it is no wonder that the last several decades have witnessed the imposition of research-based social policies as standard as well as the development of policy-oriented research methodologies. Legitimate social policies are, in this context, more and more dependent on the accurate use of diagnostic methods, of sophisticated program evaluation approaches, of benchmarking and so on. Inspired by this acute interest, our journal aims to host primarily articles based on policy research and methodological approaches of policy topics. Our journal is open to sociologically informed contributions from anthropologists, psychologists, statisticians, economists, historians and political scientists. General theoretical papers are also welcomed if do not deviate from the interests stated above. The editors also welcome reviews of books that are relevant to the topics covered in the journal.