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All Journal Amkop Management Accounting Review (AMAR)
Wan suryani
Master’s Study Program Post Graduate Management, University of Medan Area
Humanities Economics, Econometrics & Finance Social Sciences

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The Influence of Maintenance Reminder Appointment and Customer Satisfaction on Customer Retention with After-Sales Service Productivity as an Intervening Variable at Auto2000 SM Raja Medan Laila Annisyah lubis; Wan suryani; Ahmad Rafiki
Amkop Management Accounting Review Vol. 5 No. 2 (2025): July - December
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3367

Abstract

This study examines the influence of Maintenance Reminder Appointment (MRA) and customer satisfaction on customer retention, with after-sales service productivity functioning as an intervening variable at Auto2000 SM Raja Medan. Using a quantitative explanatory design, data were collected from 371 customers through purposive sampling and analyzed using SEM-PLS. The findings indicate that MRA and customer satisfaction significantly affect service productivity and customer retention. Service productivity also significantly enhances retention and mediates both variables. These results highlight the importance of integrating proactive CRM strategies with operational efficiency to strengthen long-term customer loyalty.
Co-Authors Ahmad Rafiki Laila Annisyah lubis