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Abstract
This study examines the influence of Maintenance Reminder Appointment (MRA) and customer satisfaction on customer retention, with after-sales service productivity functioning as an intervening variable at Auto2000 SM Raja Medan. Using a quantitative explanatory design, data were collected from 371 customers through purposive sampling and analyzed using SEM-PLS. The findings indicate that MRA and customer satisfaction significantly affect service productivity and customer retention. Service productivity also significantly enhances retention and mediates both variables. These results highlight the importance of integrating proactive CRM strategies with operational efficiency to strengthen long-term customer loyalty.
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References
- Bain & Company. (2022). Customer loyalty insights for automotive after-sales.
- Buttle, F., & Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies (4th ed.). Routledge.
- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.
- Garson, G. D. (2016). Partial Least Squares: Regression and Structural Equation Models. Statistical Associates Publishers.
- Griffin, J. (2016). Customer Loyalty: How to Earn It, How to Keep It. Jossey-Bass.
- Gronroos, C., & Ojasalo, K. (2004). Service productivity: Towards a conceptualization of the transformation of inputs into economic results in services. Journal of Business Research, 57(4), 414–423.
- Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
- Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
- Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44.
- Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
- Tjiptono, F. (2016). Service Management. Andi
References
Bain & Company. (2022). Customer loyalty insights for automotive after-sales.
Buttle, F., & Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies (4th ed.). Routledge.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.
Garson, G. D. (2016). Partial Least Squares: Regression and Structural Equation Models. Statistical Associates Publishers.
Griffin, J. (2016). Customer Loyalty: How to Earn It, How to Keep It. Jossey-Bass.
Gronroos, C., & Ojasalo, K. (2004). Service productivity: Towards a conceptualization of the transformation of inputs into economic results in services. Journal of Business Research, 57(4), 414–423.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44.
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Tjiptono, F. (2016). Service Management. Andi