<![CDATA[This study aims to analyze the effect of service advisor quality on customer loyalty toward routine maintenance services at Auto2000 Asia Afrika in Bandung. This study employed a quantitative approach using a survey method, in which questionnaires were distributed to customers receiving routine service who interacted directly with service advisors. Service quality was measured using the five dimensions of SERVQUAL (tangibles, reliability, responsiveness, assurance, and empathy), while customer loyalty was measured through indicators of willingness to return for service, willingness to recommend the service, and not switching to another repair shop. Data analysis was conducted using descriptive analysis and simple linear regression with the aid of SPSS. The results of this study are expected to provide an empirical picture of the extent to which the quality of service advisors’ service affects the loyalty of customers receiving routine maintenance at Auto2000 Asia Afrika in Bandung. Theoretically, this study contributes to the development of research on service management, particularly regarding the relationship between service quality and customer loyalty in the automotive industry. Practically, the study’s findings can serve as a basis for companies to evaluate and improve service advisor standards in order to maintain long-term customer loyalty. This study offers a novel perspective by specifically examining the role of service advisors as the frontline of customer service using the SERVQUAL model in the context of official Toyota service centers in Bandung, a topic that has not been extensively studied before.]]>
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