Sustaining Customers’ Loyalty: A Survey of a Coating Resins Manufacturer

Abstract

This paper examines factors that can give impact to customer loyalty. Service and product quality are emphasized in this study. The quantitative survey type of research design was employed. Regression analysis has been used to measure the impact of customer satisfaction factors on customers’ loyalty. This is a case study on a manufacturing that produce and sell coating resin to plastic component manufacturers. The results of this research show that there is a positive relationship among the dimension of product quality and service quality with customer satisfaction and customer loyalty. Service quality also found to have bigger influence over customer loyalty compare to product quality.