THE ROLE OF CUSTOMER SATISFACTION AS A MEDIATOR OF THE EFFECT OF SERVICE QUALITY AND COMPETENCE ON CUSTOMER LOYALTY IN PUBLIC LIBRARIES TABANAN REGENCY LIBRARY AND ARCHIVES SERVICE

Abstract

This study aims to determine the effect of service quality and competence on customer loyalty either directly or through mediation of customer satisfaction. This research was conducted at the Department ofTabanan Regency Library and Archives. The sample of this study amounted to 98 people who were taken by the Slovin method from 4,134 users in 2020, hereinafter referred to as customers. The results showed;service quality and competence have a positive and significant effect on customer loyalty, service quality and satisfaction have a positive and significant effect on customer satisfaction, competence has a positive and significant effect on customer satisfaction, customer satisfaction and service quality have a positive and significant effect on customer loyalty, customer satisfaction as a mediator of the influence of kservice qualityon customer loyalty, and customer satisfactionas a mediator of the influence of competenceto customer loyalty.