Customer Satisfaction as a Mediating Variable Between Service Quality, Business Innovation, and Repeat Chartering Decisions at PT Pagar Mulya Karyatama
DOI:
https://doi.org/10.38035/dijemss.v8i1.6797Keywords:
Service Quality, Business Innovation, Customer Satisfaction, Reuse Decision, Chartering ServicesAbstract
This study aims to analyze the relationships of service quality and business innovation with customer satisfaction and repeat chartering decisions at PT Pagar Mulya Karyatama. The main problems faced by the company include inconsistent service quality, limited business innovation, uncertainty regarding operational schedules and tariffs, and the absence of effective loyalty programs, which may affect customers’ decisions to reuse chartering services. This study employs an explanatory quantitative research design involving 110 respondents representing organizations that had experience using PT Pagar Mulya Karyatama’s chartering services. Data were collected using questionnaires and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4. The results show that service quality has a positive and significant effect on customer satisfaction (β = 0.484; t = 4.052; p < 0.001), while business innovation also has a positive and significant effect on customer satisfaction (β = 0.476; t = 5.200; p < 0.001). Furthermore, service quality significantly affects the decision to reuse chartering services (β = 0.261; t = 3.024; p = 0.003), as does business innovation (β = 0.262; t = 4.121; p < 0.001). Customer satisfaction has a positive and significant effect on the decision to reuse chartering services (β = 0.584; t = 7.829; p < 0.001). The indirect effect analysis indicates that customer satisfaction significantly mediates the relationship between service quality and the decision to reuse chartering services (β = 0.283; t = 3.079; p = 0.002), as well as the relationship between business innovation and the decision to reuse chartering services (β = 0.278; t = 4.662; p < 0.001). These findings indicate that service quality and business innovation contribute both directly and indirectly to customers’ decisions to reuse chartering services through customer satisfaction. The study provides practical implications for PT Pagar Mulya Karyatama in strengthening service quality, developing customer-oriented business innovation, and improving customer satisfaction to support repeat transactions and sustainable competitiveness in the chartering industry.
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