The Mediation Role of Customer Satisfaction in Building Coffee Lover Loyalty Driven by Service Quality Management

Agus Usman (Departement of Management, Universitas Pembangunan Jaya, Indonesia)
Andi Wijaya (Dept of Management, Tarumanagara University, Indonesia)
Agung Zulfikri (Departement of Management, Universitas Pembangunan Jaya, Indonesia)

Sanskara Manajemen dan Bisnis
Vol. 4 No. 03 (2026): Sanskara Manajemen dan Bisnis (SMB)

This study investigates the effect of service quality on customer loyalty, with customer satisfaction serving as a mediating variable for coffee shop customers. Using a structured questionnaire, Structural Equation Modeling (SEM) was employed to analyze data collected from coffee shop customers. The mediation results indicate that when superior service quality leads to a satisfying consumption experience, customers are more likely to become loyal. This indicates that customer satisfaction and customer loyalty are directly influenced by service quality. One way to foster customer loyalty through customer satisfaction in the coffee shop industry is through integrated service quality checks, according to recent research. This study differs from previous research that primarily focused on direct effects; instead, it highlights a crucial mechanism through which customer satisfaction transforms perceptions of quality into customer loyalty.