THE EFFECT OF SERVICE TIME AND EMPLOYEE RESPONSIVENESS ON CUSTOMER LOYALTY AT THE KRAKSAAN PROBOLINGGO POST OFFICE BRANCH

Abstract

This study aims to analyze the influence of service time and employee responsiveness on customer loyalty at the Kraksaan Probolinggo Post Office Branch. The research background highlights the crucial role of service quality in enhancing customer satisfaction and loyalty, particularly within the increasingly competitive postal and delivery service industry. The research adopts a quantitative approach using linear regression analysis. Data were collected through questionnaires distributed to 75 respondents, all customers of the Kraksaan Post Office Branch, selected through purposive sampling. Research instruments were tested for validity and reliability, and the data were analyzed using t-tests, F-tests, and multiple linear regression with the assistance of SPSS 22 software. The findings reveal that the service time variable (X1) has a positive and significant effect on customer loyalty, with a significance value of < 0.05. Similarly, the employee responsiveness variable (X2) also demonstrates a positive and significant impact on customer loyalty, with a significance value of < 0.05. Simultaneously, both variables significantly influence customer loyalty, as indicated by the calculated F-value (119.573) being greater than the F-table value (3.12) at a significance level of < 0.05. These results indicate that shorter service times and higher levels of employee responsiveness contribute significantly to strengthening customer loyalty at the Kraksaan Post Office Branch.