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All Journal Jurnal Ilmiah Manajemen Kesatuan
Lu'lu Ul Maknunah
Universitas Islam Balitar, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Influence of Customer Service and Product Diversification on Customer Loyalty Lu'lu Ul Maknunah; Hanik Amaria
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4245

Abstract

This study investigates the influence of customer service and product diversification on customer loyalty. The research addresses the question of how service quality and diversification strategies jointly shape loyalty in the Indonesian business context, where competition and evolving customer expectations demand both operational excellence and product innovation. Using a quantitative explanatory approach, data were collected from 377 customers through a structured online survey. The measurement model demonstrated strong reliability and validity, with all constructs meeting psychometric standards. Structural equation modeling with partial least squares revealed that customer service (β = 0.390, p < 0.001) and product diversification (β = 0.354, p < 0.001) both exert positive and significant effects on customer loyalty. The R² value of 0.467 indicates that these two variables explain nearly half of the variance in loyalty. The study discusses these findings by linking them to established theories, including SERVQUAL, the Ansoff matrix, and the commitment-trust theory. Results highlight that while customer service has a slightly stronger influence, the synergy of service and product strategies is crucial for sustaining loyalty. These findings provide theoretical contributions to loyalty research and practical insights for firms operating in emerging markets.
Co-Authors Hanik Amaria