Pengaruh Kualitas Pelayanan Dan Citra Perusahaan Terhadap Kepuasan Pelanggan
Abstract
Abstract. The results of the study indicate that, partially, service quality does not have a significant effect on customer satisfaction with a significance value of 0.954 (>0.05). Meanwhile, corporate image has a positive and significant effect on customer satisfaction with a significance value of 0.000 (<0.05). Simultaneously, service quality and corporate image have a positive and significant effect on customer satisfaction with a significance value of 0.000 (<0.05). The coefficient of determination (R²) value of 0.932 indicates that 93.2% of the variation in customer satisfaction can be explained by service quality and corporate image, while the remaining 6.8% is influenced by other factors outside the scope of this study. Based on the results of this study, it can be concluded that corporate image is the most dominant factor influencing customer satisfaction at PDAM Gorontalo Regency. Therefore, the company needs to maintain and enhance its positive image while continuing to improve service quality to sustainably increase customer satisfaction.
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