Pengaruh Kualitas Pelayanan Customer Service Terhadap Kepuasaan Konsumen di PT Inti Cakrawala Citra Kabupaten Banjar

Abstract

Service quality is a key factor in maintaining customer satisfaction in modern retail, particularly as customers increasingly expect fast, reliable, responsive, and personalized service. This study aims to analyze the effects of Tangible, Reliability, Responsiveness, Assurance, and Empathy on customer satisfaction at PT Inti Cakrawala Citra, Banjar Regency. The study employed a quantitative associative design. The population comprised Indogrosir customers of PT Inti Cakrawala Citra, Banjar Regency, during May-June 2025. Respondents were selected using non-probability accidental sampling; based on the ANOVA total degrees of freedom reported in the manuscript (df = 103), the analyzed dataset corresponds to 104 observations. Primary data were collected through a questionnaire, while supporting information was obtained from relevant literature. Data analysis used validity and reliability testing, classical assumption testing, multiple linear regression, partial t-tests, simultaneous F-tests, and the coefficient of determination (R²). The results show that Tangible, Reliability, Responsiveness, and Assurance have significant partial effects on customer satisfaction (p < 0.05), whereas Empathy does not have a significant partial effect (p = 0.462). Simultaneously, the five service-quality dimensions significantly affect customer satisfaction (F = 10.345; p < 0.001). The R² value of 0.302 indicates that the model explains 30.2% of the variation in customer satisfaction. These findings imply that management should prioritize improvements in physical service evidence, reliability, responsiveness, and assurance while reassessing how empathetic service is delivered so that it is more relevant to customer expectations.