Service Quality’s Effect on Satisfaction, Attitude and Behavior

This study aims to test and describe empirically the effect of service quality on loyal behavior both directly and trough satisfaction and loyal attitude as mediator. The study also aims to discover the direct effect of satisfaction on loyal attitude and indirect effect trough loyal attitude as mediator. The study used Partial Least Square (PLS) analysis technique, with the samples of 105 respondents. The respondents are limited to the customers who pick up their car after the Body Repair service is completed. The results of the study show that service quality does not directly affect loyal behavior. Similarly, loyal attitude does not mediate the effect of service quality on loyal behavior. However, an improved service quality is followed by an improved satisfaction, which in turn will result in a better loyal behavior. Likewise, satisfaction indirectly affects loyal behavior with loyal attitude as the mediator. Finally, satisfaction holds significant role for the customer to form a loyal behavior