STRATEGIES TO INCREASE CUSTOMER LOYALTY THROUGH SERVICE QUALITY, HEALTH AWARENESS AND CUSTOMER SATISFACTION STUDIES ON PUBLIC SECTOR SERVICES PERUMDA TUGU TIRTA DRINKING WATER CITY OF MALANG

Abstract

This study aims to determine and analyze the effect of service quality, health awareness of drinking water products on customer satisfaction and loyalty to customers Perumda Air Minum Tugu Tirta Malang City 2024. Customer satisfaction and loyalty is one of the benchmarks of the success of a company. What is interesting and novelty of this research is the measurement of service quality through indicators: Requirements; mechanism & procedure system; completion time; cost / tariff; product, specification, type of service; executor competence; executor behavior; handling complaints, suggestions & input; facilities & infrastructure; product quality, distribution. In addition, novelty which is a novelty in this study is by adding the variable customer awareness of health as an independent variable. The population is all customers and the sample is taken 400 customers who are making payments at the counters of the PERUMDA Tugutirta office in Malang city, on the grounds because customers can directly assess the quality of the service. The results showed that service quality was able to increase customer satisfaction and loyalty, while health awareness was not able to increase customer satisfaction and loyalty. customer satisfaction was able to mediate the effect of service quality on customer loyalty, but was unable to mediate the effect of health awareness on customer loyalty. the effect of service quality on customer satisfaction proved significant through the mediation of health awareness. The research findings show that customer behavior in consuming clean water does not pay attention to health awareness because of the guarantee that Perumda Tugu Tirta Malang city has received halal certification from MUI, as well as from the Ministry of Health. The results of this study are able to provide input and suggestions for service improvement for the company and at the same time be able to solve crucial problems obtained based on complaints from customers, so that the results of this study can be used as guidelines in carrying out future policies.