How Service Strategy and Quality Affect Customer Satisfaction at PT PELNI Sorong
Article Sidebar
Main Article Content
Abstract
This study investigates the influence of service marketing strategy and service quality on customer satisfaction at PT PELNI in Sorong City, Indonesia. As a state-owned enterprise in maritime transportation, PT PELNI faces growing customer expectations that demand continuous improvements in service delivery and marketing approaches. Understanding the factors that shape customer satisfaction is essential for enhancing competitiveness and loyalty in this industry. A quantitative research method with a descriptive-causative design was employed. The study involved 141 customers of PT PELNI Sorong, selected through a purposive sampling technique. Data were collected using a structured questionnaire, and analyzed using multiple linear regression with the assistance of SPSS version 20. The independent variables in this study were service marketing strategy and service quality, while the dependent variable was customer satisfaction. The results revealed that both service marketing strategy and service quality have a positive and statistically significant effect on customer satisfaction. Specifically, service marketing strategy contributed to strengthening customer engagement and perceived value, while service quality such as timeliness, reliability, and responsiveness directly influenced customer trust and overall satisfaction levels. The findings suggest that improving both the strategic and operational aspects of service delivery is critical to achieving customer satisfaction in maritime transportation. Future research may consider adding mediating variables such as brand image or customer loyalty, as well as exploring comparative studies across different regions or transportation providers.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
How to Cite
References
Azizah, I. S., & Karjono, K. (2021). PELAYANAN ADMINISTRASI TIKET TERHADAP KEPUASAN PENUMPANG KM. KELIMUTU PADA PT. PELAYARAN NASIONAL INDONESIA (PELNI SEMARANG). Public Service and Governance Journal, 2(02). https://doi.org/10.56444/psgj.v2i02.2278
Barat, S. (2009). Global Marketing Management. Journal of Global Marketing, 22(4). https://doi.org/10.1080/08911760903022556
Bata Ilyas, G., & Mustafa, H. (2022). Price, Promotion, and Supporting Facilities on Customer Satisfaction. Golden Ratio of Marketing and Applied Psychology of Business, 2(1). https://doi.org/10.52970/grmapb.v2i1.65
Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1). https://doi.org/10.1108/IJBM-02-2018-0021
Cheng, B. L., & Rashid, M. Z. A. (2013). Service quality and the mediating effect of corporate image on the relationship between customer satisfaction and customer loyalty in the malaysian hotel industry. Gadjah Mada International Journal of Business, 15(2). https://doi.org/10.22146/gamaijb.5474
Creswell, J. W. (2003). Research design Qualitative quantitative and mixed methods approaches. Research Design Qualitative Quantitative and Mixed Methods Approaches. https://doi.org/10.3109/08941939.2012.723954
De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020). Moving the Customer Experience Field Forward: Introducing the Touchpoints, Context, Qualities (TCQ) Nomenclature. Journal of Service Research, 23(4). https://doi.org/10.1177/1094670520928390
Dwi Zulstra, J., Rahim, H., & Rahmadianti, M. (2023). Evaluasi Kebijakan Harga, Lokasi, Promosi dan Fasilitas Pendukung terhadap Kepuasan Konsumen. Jurnal Ekobistek, 12(1). https://doi.org/10.35134/ekobistek.v12i1.412
Fernandes, A. A. R., & Solimun, S. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1). https://doi.org/10.1108/JMD-12-2016-0315
Fong, S. K., Char, A. K., Tanakinjal, G. H., Boniface, B., Sigang Gukang, A., & Anak Lubang, L. (2023). PRICE, SERVICE QUALITY, CUSTOMER TRUST AND SAFETY INFLUENCE TOWARDS CUSTOMER SATISFACTION ON ONLINE TRANSPORTATION. Labuan Bulletin of International Business and Finance (LBIBF), 21(1). https://doi.org/10.51200/lbibf.v21i1.4076
Gahler, M., Klein, J. F., & Paul, M. (2023). Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments. Journal of Service Research, 26(2). https://doi.org/10.1177/10946705221126590
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hanifah, D., Nurkaidah, N., & Tompo, N. (2023). Pelayanan Penjualan Tiket Kapal Laut Di PT. Pelni Cabang Makassar. Publician: Journal of Public Service, Public Policy, and Administrastion, 2(1). https://doi.org/10.56326/jp.v2i1.2187
Irawati, Z., & Setiawan, D. (2023). Pengaruh Strategi Pemasaran Digital, Harga dan Kualitas Produk Terhadap Kepuasan Pelanggan Mie Gacoan. Jurnal Informatika Ekonomi Bisnis. https://doi.org/10.37034/infeb.v5i3.517
Islami, X., Mustafa, N., & Topuzovska Latkovikj, M. (2020). Linking Porter’s generic strategies to firm performance. Future Business Journal, 6(1). https://doi.org/10.1186/s43093-020-0009-1
Ismawati, I. (2022). The Influence of Service Quality on Passenger Satisfaction At Pt. Pelni Murhum Baubau. International Journal of Management Progress, 4(1). https://doi.org/10.35326/ijmp.v4i1.3604
J. Nair, A., Manohar, S., & Mittal, A. (2025). Why enhanced service productivity a catalyst for transformation? Optimizing efficiency with flexible service business models. International Journal of Productivity and Performance Management. https://doi.org/10.1108/IJPPM-06-2024-0362
Kaur, R., Singh, R., Gehlot, A., Priyadarshi, N., & Twala, B. (2022). Marketing Strategies 4.0: Recent Trends and Technologies in Marketing. In Sustainability (Switzerland) (Vol. 14, Issue 24). https://doi.org/10.3390/su142416356
Kurniati, K., Basalamah, R., & Asiyah, S. (2023). The Influence of Service Quality On Customer Loyalty and Satisfaction as an Intervening Variable in using Bus Transportation Services. JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 8(2). https://doi.org/10.29407/nusamba.v8i2.19774
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1). https://doi.org/10.1007/s11747-020-00733-3
Lo, F. Y., Rey-Martí, A., & Botella-Carrubi, D. (2020). Research methods in business: Quantitative and qualitative comparative analysis. In Journal of Business Research (Vol. 115). https://doi.org/10.1016/j.jbusres.2020.05.003
Megawati, M., Setiyana, N., Imam Pekih, M., & Santoso, S. (2021). Balanced scorecard method as measurement of key performance indicators at PT PELNI (Persero). Operations Excellence: Journal of Applied Industrial Engineering, 13(2). https://doi.org/10.22441/oe.2021.v13.i2.022
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. In Journal of the Academy of Marketing Science (Vol. 47, Issue 1). https://doi.org/10.1007/s11747-018-0598-1
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2). https://doi.org/10.1016/j.bushor.2020.12.004
Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2). https://doi.org/10.1108/IJBM-03-2019-0096
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4). https://doi.org/10.1177/002224298504900403
Rosário, A. T., & Dias, J. C. (2023). Marketing Strategies on Social Media Platforms. International Journal of E-Business Research, 19(1). https://doi.org/10.4018/IJEBR.316969
Rumsowek, M., Binur, R. E., & Ramandei, L. (2021). The Effect of Service Quality on Passenger Satisfaction at PT. Indonesian National Shipping (PELNI) in Jayapura City. Journal of Humanities and Social Sciences Studies, 3(4). https://doi.org/10.32996/jhsss.2021.3.4.7
Sariatin, S., & Ekawati, C. (2023). Faktor-faktor yang Mempengaruhi Kepuasan Pelanggan. Jurnal Informatika Ekonomi Bisnis. https://doi.org/10.37034/infeb.v5i4.772
Shambour, Q., & Lu, J. (2011). A hybrid trust-enhanced collaborative filtering recommendation approach for personalized government-to-business e-services. International Journal of Intelligent Systems, 26(9). https://doi.org/10.1002/int.20495
Shrestha, N. (2021). Factor Analysis as a Tool for Survey Analysis. American Journal of Applied Mathematics and Statistics, 9(1). https://doi.org/10.12691/ajams-9-1-2
Sujai, M. (2019). Tinjauan Atas Kebijakan Subsidi Public Service Obligation (PSO) Pada PT. PELNI. Warta Penelitian Perhubungan, 23(4). https://doi.org/10.25104/warlit.v23i4.1087
Uyanto, S. S. (2022). Monte Carlo power comparison of seven most commonly used heteroscedasticity tests. Communications in Statistics: Simulation and Computation, 51(4). https://doi.org/10.1080/03610918.2019.1692031
Weyant, E. (2022). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 5th Edition. Journal of Electronic Resources in Medical Libraries, 19(1–2). https://doi.org/10.1080/15424065.2022.2046231