Pengaruh Service Failure Severity dan Recovery Justice Terhadap Customer Loyalty Melalui Customer Forgiveness pada PT ADHIMIX RMC Indonesia Plant Cikupa
Keywords:
Service Failure Severity, Recovery Justice, Customer Forgiveness, Customer LoyaltyAbstract
This study aims to examine the effect of Service Failure Severity and Recovery Justice on Customer Loyalty through Customer Forgiveness at PT Adhimix RMC Indonesia Plant Cikupa. This study uses a quantitative approach with a causal associative research design. The population consists of customers of PT Adhimix RMC Indonesia Plant Cikupa who meet the predetermined criteria. The sampling technique used is total sampling, involving 60 respondents. Data were collected through questionnaires using a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (PLS-SEM) with SmartPLS 4. The results show that Service Failure Severity has a negative and significant effect on Customer Loyalty and Customer Forgiveness. Recovery Justice has a positive and significant effect on Customer Forgiveness and Customer Loyalty. Customer Forgiveness also has a positive and significant effect on Customer Loyalty. Furthermore, Customer Forgiveness significantly mediates the relationship between Service Failure Severity and Customer Loyalty, as well as between Recovery Justice and Customer Loyalty. These findings indicate that minimizing the severity of service failures and providing fair service recovery are important in maintaining customer forgiveness and loyalty in B2B relationships..
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