PENGARUH SERVICE QUALITY GOFOOD, GRABFOOD DAN SHOPEEFOOD TERHADAP ATTITUDINAL LOYALTY DAN BEHAVIORAL LOYALTY DI JABODETABEK

Abstract

This study aims to examine the effect of GoFood, GrabFood, and ShopeeFood service quality on customer satisfaction levels and their impact on customer loyalty, focusing on two aspects of loyalty: attitudinal loyalty and behavioral loyalty. The method used is a quantitative approach with a sample consisting of food delivery service users in Jabodetabek. The service quality variables analyzed included reliability, maintenance of food quality and hygiene, assurance, security, system operation, and traceability. The research findings show that various dimensions of service quality, such as reliability, food quality, and assurance, have a significant influence on customer satisfaction. Furthermore, customer satisfaction is shown to play an important role in increasing both types of customer loyalty, both emotionally (attitudinal) and through behavioral actions. This research provides valuable insights for companies in designing service strategies to maintain and increase customer loyalty amid increasingly fierce competition in the industry.