Peningkatan Customer Retention melalui Quality Product dan Excellence Service yang Dimoderasi oleh Relation-Driven Network pada Bisnis Jasa Sewa Kendaraan : Studi Kasus di TRAC Astra Rent a Car Area Jakarta

Arya Fitriadi; Alifah Ratnawati

doi:10.59059/jupiekes.v4i3.3365

Authors

Arya Fitriadi Universitas Islam Sultan Agung Semarang
Alifah Ratnawati Universitas Islam Sultan Agung Semarang

DOI:

https://doi.org/10.59059/jupiekes.v4i3.3365

Keywords:

Customer Retention, Product Quality, Relation-Driven Network, Service Excellence, TRAC Astra Rent a Car

Abstract

This study aims to examine the impact of product quality and service excellence on customer retention, with the relation-driven network serving as a moderating variable at TRAC Astra Rent a Car Jakarta. This quantitative study utilized a sample of 269 customer respondents and was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method via SmartPLS 4.0. The analysis results yielded an original sample value of 0.249, a t-statistic of 2.158, and a p-value of 0.031; consequently, the second hypothesis (H2) was accepted. These findings indicate that improvements in service quality provided by TRAC Astra Rent a Car Jakarta contribute significantly to enhancing the company's ability to retain customers. In practical terms, companies are advised to prioritize enhancing service consistency, the speed of complaint resolution, and communication personalization, as well as the continuous development of customer relationship programs. This research contributes to the development of customer retention strategies within the vehicle rental industry, particularly through the integration of service quality and customer relationship approaches.

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