The Role of Customer Satisfaction in Mediating the Effect of Service Quality and Marketing Experience on Repurchase Intention (Study in PT Pos Indonesia Expedition Services)

ABSTRACT: The development of the service industry plays a very important role in the world economy. One type of service company is a freight forwarding company that serves the needs of customers by shipping goods. Customer satisfaction becomes an important point in service companies because if customer satisfaction is obtained, customers will reuse the services. This study aims to determine the effect of service quality and marketing experience on repurchase intention through customer satisfaction as a mediating variable. The research sample was determined as many as 100 respondents using a sampling technique that is purposive sampling. Data collection was obtained from the distribution of questionnaires. Data analysis techniques used are path analysis and sobel test.The results showed that service quality and marketing experience had a positive and significant effect on customer satisfaction. Service quality, marketing experience, and customer satisfaction have a positive and significant effect on repurchase intentions. Customer satisfaction significantly mediates the effect of service quality and marketing experience on repurchase intentions.
KEYWORDS: service quality, marketing experience, customer satisfaction, repurchase intention