The Impact of Service Quality and Satisfaction on Customer Loyalty at AFZL Barber Shop

Jose Ruswandi; Irsandi; Trenggono Sakti; Suci Asfarani

doi:10.47134/jbhi.v2i3.622

Authors

Jose Alwi Ruswandi University Of Bandar Lampung
Irsandi University Of Bandar Lampung
Trenggono Puji Sakti University Of Bandar Lampung
Suci Asfarani University Of Bandar Lampung

DOI:

https://doi.org/10.47134/jbhi.v2i3.622

Keywords:

Service Quality, Customer Satisfaction, Customer Loyalty, Barber Shop, Competition

Abstract

The rapidly growing barber shop industry has heightened competition, making understanding the factors influencing customer loyalty crucial. This study explored the impact of service quality and customer satisfaction on customer loyalty at AFZL Barber Shop in Sukarame, Bandar Lampung. Using a quantitative approach, the research surveyed 109 respondents and analyzed the data through descriptive analysis, validity and reliability tests, and multiple regression analysis. The results showed that service quality and customer satisfaction significantly positively affect customer loyalty. Higher service quality and customer satisfaction levels lead to stronger customer loyalty. The study concludes that businesses must improve service quality and customer satisfaction to maintain customer loyalty in a competitive market.

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