THE INFLUENCE OF SERVICES AND FACILITIES ON CUSTOMER SATISFACTION PT. BALANCIA SHIPPING AGENCY

Abstract

The ship agency industry in Batam, as a strategic maritime node, faces intense competition and demands for service digitization. This study aims to analyze the effect of Services and Facilities on Customer Satisfaction at PT Balancia Shipping Agency. The method used is a quantitative approach with a causality design, involving 80 respondents selected using the saturated sample technique. Data was collected through a questionnaire using a Likert scale, and analyzed using multiple linear regression. The results of the validity and reliability tests show that the research instruments are suitable for use. The classical assumption test ensures that the regression model meets the requirements. The regression analysis results show that the Service (Sig. = 0.004) and Facility (Sig. = 0.001) variables have a positive and significant effect on Customer Satisfaction. Services have a stronger influence than Facilities (Beta Services = 0.527; Beta Facilities = 0.108). The conclusion of this study confirms that optimization of Services and Facilities is an effective strategy to increase Customer Satisfaction in the ship agency industry. It is recommended for management to focus on improving these two aspects and for future research to explore other relevant variables for a more comprehensive understanding.