The Effect Of Service Failure And Service Recovery On Customer Loyalty Through Customer Trust As An Intervening Variable For Fund Users In Management Study Program Students, University Of North Sumatra
DOI:
https://doi.org/10.61402/sajmr.v3i1.271Keywords:
Service Failure, Service Recovery, Customer Loyalty, Customer TrustAbstract
The purpose of this study was to influence service failure and service recovery on customer loyalty through customer trust as an intervening variable for fund users in management study program students at the University of North Sumatra. The population of this study were management study program students at the University of North Sumatra with a sample size of 367 respondents. The sampling method used was purposive sampling. Data analysis was carried out through PLS-SEM using the SmartPLS 3.0 program. The results showed that directly service failure has a negative and significant effect on customer trust, service recovery and customer trust have a positive and significant effect on Customer Loyalty. then indirectly service failure has a negative and significant effect on customer loyalty through customer trust and service recovery has a positive and significant effect on customer loyalty through customer trust
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