The Role of Customer Experience in Influencing the Influence of Service Quality on Member Loyalty in the Artha Wiguna Cooperative
DOI:
https://doi.org/10.61132/ijems.v3i3.1277Keywords:
Customer Experience, Empathy, Member Loyalty, Responsiveness, Service QualityAbstract
This study aims to analyze the role of customer experience in mediating the influence of service quality on member loyalty in the Artha Wijuna Cooperative. The research population is 200 members with census techniques as a sampling method. Data was collected through questionnaires, interviews, and documentation, then analyzed using path analysis. The results of the study show that the dimensions of service quality, which include reliability, assurance, responsiveness, tangible appearance, and empathy, have a positive and significant effect on customer experience. Furthermore, reliability, trustworthiness, and responsiveness have a positive and significant effect on member loyalty, while physical appearance and empathy have no direct effect on member loyalty. Customer experience has been proven to have a positive and significant effect on member loyalty and is able to mediate the influence of all dimensions of service quality on member loyalty. These findings show that improving service quality that is able to create a positive customer experience is an important factor in building the loyalty of Artha Wiguna Cooperative members.
Downloads
References
Abdullah, M. F., Khan, N. R. M., & Ibrahim, M. A. (2022). Exploring the influence of SERVQUAL dimensions of reliability, responsiveness and assurance towards consumers loyalty: The mediating effect of commitment-trust relationship marketing theory. International Journal of Academic Research in Business and Social Sciences, 12(11), 1580–1591.
Abidin, R. A., Yudistria, Y., & Ramli, A. H. (2025). The effect of customer experience, customer satisfaction and word of mouth on customer loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(2), 685–702.
Akmal, M. N., & Thamrin, T. (2025). The effect of e-service quality, e-trust and e-satisfaction on repurchase intention through prior online experience as a moderation variable: Empirical study on Tokopedia e-commerce service users in Padang City. International Journal of Economics and Management Research, 4(2), 576–589.
Alfatafta, M., Alsubahi, N., Alfatafta, H., Alshawabka, A., McGarry, A., Ahmad, A., & Molics, B. (2025). Assessing service quality and its impact on patient experience and satisfaction in prosthetics and orthotics: A SERVQUAL-based cross-sectional study. BMC Health Services Research, 25(1), 985.
Ali, N., & Alfayez, M. (2024). The impact of E-CRM on customer loyalty in the airline industry: The mediating role of customer experience. Cogent Business & Management, 11(1), 2364838.
Almomani, H., Alabbadi, I., & Alshuraideh, M. T. (2024). The role of empathy and relationship quality in building customer loyalty in community pharmacies: Evidence from Jordan. Jordan Journal of Pharmaceutical Sciences, 17(3).
Alzaydi, Z. (2024). Examining the mediating effect of multi-channel integration quality in the relationship with service quality, customer satisfaction and customer loyalty in the Saudi banking sector. Management & Sustainability: An Arab Review, 3(2), 132–149.
Anabila, P., Ameyibor, L. E. K., Allan, M. M., & Alomenu, C. (2022). Service quality and customer loyalty in Ghana’s hotel industry: The mediation effects of satisfaction and delight. Journal of Quality Assurance in Hospitality & Tourism, 23(3), 748–770.
Anderson, M. (2025). Understanding the impact of service quality on customer loyalty in the hospitality industry.
Apsari, F. A., & Novitaningtyas, I. (2022). Pengaruh kualitas pelayanan ditinjau dari dimensi SERVQUAL terhadap loyalitas tamu Hotel Sarasvati. Jurnal Nasional Manajemen Pemasaran & SDM, 3(3), 107–118.
Arora, P., & Banerji, R. (2024). The impact of digital banking service quality on customer loyalty: An interplay between customer experience and customer satisfaction. Asian Economic and Financial Review, 14(9), 712.
Bagaskara, R., & Marsasi, E. G. (2023). The effect of self-congruity and trust toward brand loyalty based on image congruity theory. Indonesian Journal of Economics and Management, 3(2), 231–244.
Chen, & Lin. (2022). The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study. Technological Forecasting & Social Change, 3(2), 123–148.
Creswell, J. W. (2022). Research design: Qualitative, quantitative, and mixed methods approaches. SAGE Publications.
Diwayanti, N. V., Widayat, W., & Robbie, I. (2026). Assessing the role of service quality, customer experience and perceived value as mediator on customer loyalty: Evidence in Indonesian pharmacies. International Journal of Pharmaceutical and Healthcare Marketing, 20(1), 45–63.
Eka, I. G. N. A. G., & Kusuma, T. (2023). Konstruksi kepuasan untuk loyalitas pelanggan: Konsep, skala, dan aplikasi. CV Intelektual Manifes Media.
Gentile, & Spille. (2023). How to sustain the customer experience: An overview of experience components that co-create value with the customer. Technological Forecasting & Social Change, 25(5), 395–410.
Ghozali, I. (2022). Aplikasi analisis multivariate dengan program IBM SPSS 26 (Edisi 10). Badan Penerbit Universitas Diponegoro.
Griffin, R. W. (2022). Manajemen (Edisi 7, Jilid 1). Erlangga.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2022). Partial least squares structural equation modeling. In Handbook of market research (pp. 1–24).
Haverila, M. J., Haverila, K., McLaughlin, C., & Tran, H. (2022). The impact of tangible and intangible rewards on online loyalty program, brand engagement, and attitudinal loyalty. Journal of Marketing Analytics, 10(1), 64–81.
Hoang, D. P. (2024). Customer experience of video teller machine service: Drivers and behavioural outcomes. International Journal of Bank Marketing, 42(7), 1634–1665.
Holloway, S. (2024). Exploring the relationship between supply chain responsiveness and customer loyalty in the e-commerce sector. Journal of Social Science Utilizing Technology, 1(1), 1–10.
Homburg, C., Müller, M., & Klarmann, M. (2025). When does salespeople’s customer orientation lead to customer loyalty? The differential effects of relational and functional customer orientation. Journal of the Academy of Marketing Science, 39(6), 795–812.
Imbayani, I. G. A., Anggraini, N. P. N., & Novarini, N. N. A. (2025). Increasing repurchase intention: The mediating role of utilitarian value and experience in perceived ease of use. International Journal of Social Science and Business, 9(1), 1–15.
Jatmika, M. R., & Abdurrahman, A. (2023). The influence of service quality dimensions on customer loyalty with customer satisfaction as an intervening variable. International Journal of Science, Technology & Management, 4(4), 1067–1080.
Juanna, A., Kango, U., Yantu, I., & Winerungan, R. R. (2022). Analysis of the effect of customer experience, with customer satisfaction as a mediation variable. International Journal on Economics, Finance and Sustainable Development, 4(1), 1–18.
Kania, R., & Salsabila, H. N. (2023). The responsive strategy of courier services companies on handling customer complaint in social media: The effect on brand trust and customer loyalty. Journal of Marketing Innovation, 3(1).
Karim, R. A., Sobhani, F. A., Rabiul, M. K., Lepee, N. J., Kabir, M. R., & Chowdhury, M. A. M. (2022). Linking fintech payment services and customer loyalty intention in the hospitality industry: The mediating role of customer experience and attitude. Sustainability, 14(24), 16481.
Kazi, A. K., Ali, S. M. F., Sarim, A., Rehan, M. N., Shah, I. A., Sharif, M. U., & Basheer, V. (2024). Factors influencing patient loyalty: Trust, empathy, and service quality in private healthcare. Archives of Management and Social Sciences, 1(3), 85–99.
Kemala, S., Krisanti, F. O., Permata, D., & Almasdi, A. (2024). Pengaruh kualitas pelayanan terhadap loyalitas pelanggan dengan pengalaman pelanggan sebagai variabel intervening pada The Balcone Suites & Resort. Procuratio: Jurnal Ilmiah Manajemen, 12(3), 254–267.
Khan, F. N., Arshad, M. U., & Munir, M. (2023). Impact of e-service quality on e-loyalty of online banking customers in Pakistan during the COVID-19 pandemic: Mediating role of e-satisfaction. Future Business Journal, 9(1), 23.
Kim, J. J., Lee, J. S., & Han, H. (2023). Tangible and intangible hotel in-room amenities in shaping customer experience and the consequences in the with-corona era. International Journal of Contemporary Hospitality Management, 35(2), 657–681.
Kotler, P., & Keller, K. L. (2022). Marketing management (15th ed.). Pearson Education.
Kusnendi, M. S. (2022). Model-model persamaan struktural satu dan multigroup sample dengan LISREL. Alfabeta.
Lacap, J. P. G., Cruz, M. R. M., Bayson, A. J., Molano, R., & Garcia, J. G. (2024). Parasocial relationships and social media interactions: Building brand credibility and loyalty. Spanish Journal of Marketing-ESIC, 28(1), 77–97.
Leckie, C., Dwivedi, A., & Johnson, L. (2022). Examining drivers and outcomes of social media brand engagement. Asia Pacific Journal of Marketing and Logistics, 34(2), 350–367.
Lehnert, L., & Kuehnl, C. (2025). Empathy at the heart of customer experience: A holistic framework for understanding and enhancing consumer empathy through the lens of customer experience. Psychology & Marketing, 42(2), 332–358.
Lemon, K. N., & Verhoef, P. C. (2024). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
Limna, P., & Kraiwanit, T. (2022). Service quality and its effect on customer satisfaction and customer loyalty: A qualitative study of Muang Thai Insurance Company in Krabi, Thailand. Journal for Strategy and Enterprise Competitiveness, 1(2), 1–16.
Liu-Thompkins, Y., Okazaki, S., & Li, H. (2022). Artificial empathy in marketing interactions: Bridging the human-AI gap in affective and social customer experience. Journal of the Academy of Marketing Science, 50(6), 1198–1218.
Mamakou, X. J., Zaharias, P., & Milesi, M. (2024). Measuring customer satisfaction in electronic commerce: The impact of e-service quality and user experience. International Journal of Quality & Reliability Management, 41(3), 915–943.
Manehat, K., Fanggidae, A. H., Kurniawati, M., & Fanggidae, R. P. (2024). Pengaruh kualitas pelayanan terhadap loyalitas konsumen pada Hotel Neo Eltari by Aston Kupang. GLORY Jurnal Ekonomi dan Ilmu Sosial, 5(2), 337–347.
Manshur, R., Nawawi, N., Purnomo, P., Jusuf, E., Ilyas, J. B., Putra, R. S. P., & Bin-Tahir, S. Z. (2022). The effect of tangible and assurance factors on patient loyalty through patient satisfaction in the inpatient unit of Datu Pancaitana Hospital, Bone Regency. In Proceedings of the First Australian International Conference on Industrial Engineering and Operations Management (pp. 2865–2873).
Meyer, C., & Schwager, A. (2022). Understanding customer experience. Harvard Business Review Press.
Ng, S. I., Lim, X. J., Hall, C. M., Tee, K. K., Basha, N. K., Ibrahim, W. S. N. B., & Naderi Koupaei, S. (2022). Time for tea: Factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination. Sustainability, 14(21), 14327.
Nguyen, T. M., Quach, S., & Thaichon, P. (2022). The effect of AI quality on customer experience and brand relationship. Journal of Consumer Behaviour, 21(3), 481–493.
Oliver, R. L. (2025). Pemasaran: Loyalitas sebagai strategi bersaing (Susanto, Trans.). Alfabeta.
Pandowo, A., Sondakh, J. J., Soegoto, A. S., Tawas, H. N., & Sumarauw, J. S. (2025). Peran emosi konsumen dalam memediasi produk hedonik dengan inersia dan pembelian impulsif. Jurnal Manajemen dan Keuangan, 14(1), 130–150.
Pine, B. J., & Gilmore, J. H. (2022). The experience economy: How to use customer experience to create value and competitive advantage. Harvard Business Review Press.
Prasetyo, E. Y., Sumarwan, U., & Hasanah, N. (2024). Enhancing unit-linked insurance consumer loyalty: The role of service quality, information asymmetry, and agent marketing strategies. Journal of Consumer Sciences, 9(1), 142–162.
Putra, F. T., & Susanti, F. (2023). Pengaruh kepercayaan pelanggan dan kualitas layanan terhadap loyalitas pelanggan Hikecy Kerupuk Singkong pada Gallery Hikecy Sawahlunto. Jurnal Pundi, 7(2), 307.
Quang, N. N., & Thuy, D. C. (2024). Mindfulness affecting loyalty with mediating role of customer experience in the context of adventure tourism in Vietnam. Cogent Social Sciences, 10(1), 2312651.
Ray, A. S., Patil, A., Bhatt, A., Randive, K., & Gaurav, K. (2024). Analysing the influence of service quality on customer experience in the life insurance industry: A quantitative study. Journal of Informatics Education and Research, 4(3), 49–60.
Rezeki, M., Rafi, M. S. A. M., & Kassim, S. H. (2023). The effect of e-service quality on e-loyalty of Islamic banking customers: Does e-satisfaction act as mediator? Jurnal Ekonomi & Keuangan Islam, 228–245.
Rizkina, A. K. A., Zakaria, Z., & Labo, I. A. (2025). The influence of reliability on customer loyalty mediated by customer satisfaction. Advances in Business & Industrial Marketing Research, 3(1), 16–29.
Saad, N. A., Elgazzar, S., & Mlaker Kac, S. (2022). Investigating the impact of resilience, responsiveness, and quality on customer loyalty of MSMEs: Empirical evidence. Sustainability, 14(9), 5011.
Sah, A. K., Hong, Y.-M., & Huang, K.-C. (2025). Enhancing brand value through circular economy service quality: The mediating roles of customer satisfaction, brand image, and customer loyalty. Sustainability, 17(3), 1332.
Saputra, M. E., Sumiati, S., & Yuniarinto, A. (2025). The effect of customer experience on customer loyalty mediated by customer satisfaction and customer trust: Study on users of PLN Mobile application at PLN UP3 Malang. Journal of Economics and Business Letters, 3(3), 27–37.
Sartika, A. D. (2025). Pengaruh kualitas pelayanan dan kepercayaan terhadap kepuasan pelanggan Shopee Express. Jurnal Manajemen Ekonomi dan Akuntansi, 2(1), 104–111.
Sekaran, U., & Bougie, R. (2024). Metode penelitian untuk bisnis: Pendekatan pengembangan-keahlian (Edisi ke-6, Buku 2). Salemba Empat.
Setiawan, B., & Patricia, E. (2022). The role of brand reliability and brand intention in mediating the relationship between customer satisfaction and brand loyalty. Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis, 4(1), 001–014.
Sihombing, N. S., Simbolon, S., Susanto, A., & Tarigan, S. A. (2023). E-service quality and e-trust toward online shop customers’ e-loyalty: Satisfaction as mediation. Amwaluna: Jurnal Ekonomi dan Keuangan Syariah, 7(2), 274–289.
Silalahi, H., Sitopu, J. W., & Sihite, M. (2024). The effect of service quality, customer experience, and customer satisfaction on customer loyalty in the service industry in Indonesia. Sciences du Nord Economics and Business, 1(2), 109–117.
Singh, V., Sharma, M. P., Jayapriya, K., Kumar, B. K., Chander, M. A. R. N., & Kumar, B. R. (2023). Service quality, customer satisfaction and customer loyalty: A comprehensive literature review. Journal of Survey in Fisheries Sciences, 10(4S), 3457–3464.
Skaf, Y., Eid, C., Thrassou, A., El Nemar, S., & Rebeiz, K. S. (2026). Technology and service quality: Achieving insurance industry customer satisfaction and loyalty under crisis conditions. EuroMed Journal of Business, 21(1), 120–141.
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif dan R&D (Edisi ke-4). Alfabeta.
Sukmawan, R., & Zulganef, Z. (2023). The influence of insurance service reputation, customer relationship management, and price attractiveness on insurance service customer customer experience: A literature review. International Journal of Business, Economics, and Social Development, 4(1), 32–37.
Susanto, S. A., Manek, M. V., Setiawan, R. A., & Mustikasari, F. (2023). Customer experience in digital banking: The influence of convenience, security, and usefulness on customer satisfaction and customer loyalty in Indonesia. Devotion: Journal of Research and Community Service, 4(8), 1671–1685.
Suyono, S., Firnando, F., Yuliendi, R. R., Sudarno, S., & Putri, N. Y. (2022, November). The effect of quality service on client satisfaction and loyalty in tax and management consultant office. In International Conference on Business Management and Accounting (Vol. 1, No. 1, pp. 213–228).
Tjendana, Y., & Pranitasari, D. (2024). Determinants of SERVQUAL dimensions on customer satisfaction and loyalty in maritime transportation and logistics services. Jurnal Ecoment Global, 9(3), 227–240.
Tjiptono, F., & Chandra, G. (2022). Service, quality & customer satisfaction (5th ed.).
Truong, T. T. H., & Chen, J. S. (2025). When empathy is enhanced by human–AI interaction: An investigation of anthropomorphism and responsiveness on customer experience with AI chatbots. Asia Pacific Journal of Marketing and Logistics, 37(12), 3908–3925.
Tunahan, C., & Kutlu, M. B. (2023). Experienced product quality and brand loyalty: Mediating role of customer satisfaction. Ege Academic Review, 23(2), 185–202.
Veloso, M., & Gomez-Suarez, M. (2023). Customer experience in the hotel industry: A systematic literature review and research agenda. International Journal of Contemporary Hospitality Management, 35(8), 3006–3028.
Winata, V., & Rolando, B. (2025). How service experience shapes customer loyalty in modern retail: An analysis of the literature. Logis (Logistics, Operations and Global Integration Studies), 1(1), 24–36.
Wong, T. S., & Chan, J. K. L. (2023). Experience attributes and service quality dimensions of peer-to-peer accommodation in Malaysia. Heliyon, 9(7).
Yang, K., Park, S. H., & Yan, L. (2026). Constructing a model of tourists’ empathy on destination loyalty: Antecedents and consequences. International Journal of Tourism Research, 28(1), e70189.
Yeong, S. N., Knox, D., & Prabhakar, G. (2022). Customer satisfaction and loyalty in Malaysian resort hotels: The role of empathy, reliability and tangible dimensions of service quality. International Journal of Services and Operations Management, 41(4), 444–462.
Yingfei, Y., Mengze, Z., & Ki-Hyung, B. (2022). The nexus of service quality, customer experience, and customer commitment: The neglected mediating role of corporate image. Frontiers in Psychology, 13, 917284.
Yuliamir, H., Hadi, S., Rahayu, E., & Palupiningtyas, D. (2023). The role of satisfaction in mediating the influence of service quality, customer experience, and trust on consumer loyalty of 4-star hotels in Semarang City. Jurnal Manajemen Perhotelan dan Pariwisata, 6(1), 42–53.
Yunningsih, Y. (2022). Physical evidence, reliability, responsiveness, assurance and empathy of service quality on inpatient patient satisfaction: Study at regional general hospitals. Journal of Resource Management, Economics and Business, 1(2).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal of Economics and Management Sciences
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
