THE POWER OF CUSTOMER SERVICE IN BUILDING REPURCHASE INTENTION
DOI:
https://doi.org/10.24034/icobuss.v5i1.812Abstract
Using delivery time as a mediating variable, this study looks at how customer service affects repurchase intention in the parcel delivery sector, specifically at JNE Jepara. A structured questionnaire was used to gather quantitative data, and SmartPLS 4.0's Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for analysis. Although delivery time does not greatly affect repurchase intention directly, the data show that customer service has a major impact on both. This suggests that although on-time delivery enhances customer satisfaction, the quality of customer service plays a more dominant role in influencing repurchase decisions. These findings highlight the importance of customer service strategies for logistics companies to retain customers, ensuring both service responsiveness and delivery efficiency.
