The Effect of Service Advisor Quality on Customer Loyalty: Evidence from an Authorized Toyota Dealership in Indonesia
Abstract
This study aims to analyze the effect of service advisor quality on customer loyalty toward routine maintenance services at Auto2000 Asia Afrika in Bandung. This study employed a quantitative approach using a survey method, in which questionnaires were distributed to customers receiving routine service who interacted directly with service advisors. Service quality was measured using the five dimensions of SERVQUAL (tangibles, reliability, responsiveness, assurance, and empathy), while customer loyalty was measured through indicators of willingness to return for service, willingness to recommend the service, and not switching to another repair shop. Data analysis was conducted using descriptive analysis and simple linear regression with the aid of SPSS. The results of this study are expected to provide an empirical picture of the extent to which the quality of service advisors’ service affects the loyalty of customers receiving routine maintenance at Auto2000 Asia Afrika in Bandung. Theoretically, this study contributes to the development of research on service management, particularly regarding the relationship between service quality and customer loyalty in the automotive industry. Practically, the study’s findings can serve as a basis for companies to evaluate and improve service advisor standards in order to maintain long-term customer loyalty. This study offers a novel perspective by specifically examining the role of service advisors as the frontline of customer service using the SERVQUAL model in the context of official Toyota service centers in Bandung, a topic that has not been extensively studied before.
References
Amir, R. R., & Taufan, S. (2024). Pengaruh kualitas pelayanan service terhadap loyalitas pelanggan mobil Terios melalui kepuasan pelanggan. Jurnal Bisnis dan Kewirausahaan, 20(1), 40–47. https://doi.org/10.31940/jbk.v20i1.40-47
Badan Pusat Statistik. (2025). Indonesia Telecommunication Statistics in 2024. BPS. https://www.bps.go.id/en/publication/2025/08/29/beaa2be400eda6ce6c636ef8/telecommunication-statistics-in-indonesia-2024.html
Dharma, M. S. Y., & Aksari, N. M. A. (2023). Peran Kepuasan Pelanggan Memediasi Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan. E-Jurnal Managemen, 12(12), 1265–1286.
Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68. https://doi.org/10.1177/002224299205600304
Februdianto, L., Agustina, T., & Kusdyah, I. (2023). Pengaruh Kualitas Layanan Dan Kualitas Informasi Terhadap Loyalitas Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada Bengkel Toyota Auto2000 Sutoyo Malang. Jurnal Ekonomi Manajemen Dan Bisnis, 4(2). https://doi.org/10.32815/jubis.v4i2.1979
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS. Badan Penerbit Universitas Diponegoro.
Griffin, J. (1995). Customer loyalty: How to earn it, how to keep it. Lexington Books.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall.
Hakam, D. F., & Jumayla, S. (2024). Electric vehicle adoption in Indonesia: Lesson learned from developed and developing countries. Sustainable Futures, 8 (September), 100348. https://doi.org/10.1016/j.sftr.2024.100348
Ibrahim, D. (2024). Analisis Perubahan Perilaku Konsumen di Era Pasca Pandemi terhadap Belanja Online. Jurnal Kewirausahaan, 11(1), 80–87.
International Data Corporation. (2025) Indonesia's smartphone market posts strong recovery with 15.5% growth in 2024. Retrieved May 12, 2026, from https://my.idc.com/getdoc.jsp?containerId=prAP53189225
Karza, A., Hidayat, M., & Firman, A. (2024). Efektivitas Kualitas Pelayanan, After-Sales Services dan Harga Terhadap Kepuasan konsumen (Studi Kasus PT. Toyota Hadji Kalla). Jurnal Ilmiah Bisnis & Kewirausahaan, 13(2), 1–11.
Kotler, P., & Keller, K. L. (2012). Marketing Management. In Journal of Clinical Orthodontics (Vol. 58, Number 1).
Kuswardani, Y. S. (2024). Dinamika Persaingan dan Prospek Industri Mobil Listrik di Indonesia: Analisis Tren dan Implikasi. SYNTAX Idea, 2(10), 306–312.
Paendong, M. K. E., Mandulangi, J., Dua, I. L., & William, J. J. (2025). Peningkatan Kepuasan Pelanggan Melalui Layanan Service Advisor Di PT Tridjaya Mulia Sukses. MABP, 7(2), 1–8.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Rahayu, S., & Wati, L. N. (2018). Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan dan Dampaknya terhadap Loyalitas Pelanggan pada Style Leather Collections. Jurnal Wacana Ekonomi, 15(3), 110–120. https://doi.org/10.52434/jwe.v15i3.416
Ridwan, A. (2026). Pertumbuhan Jumlah Kendaraan Bermotor di Indonesia. Databoks, 1–2. https://www.bps.go.id/indicator/17/57/1/jumlah-kendaraan-bermotor.html
Rojuaniah, R., Savira, K. P., Syah, T. Y. R., Havidz, I. L. H., & Winanta, T. T. (2024). Kualitas Pelayanan, Pengalaman, Kepuasan, dan Perilaku Keluhan Terhadap Loyalitas Pelanggan. Ekonomis: Journal of Economics and Business, 8(1), 329. https://doi.org/10.33087/ekonomis.v8i1.1386
Samsudin, S. N., Abdullah, B., & Yusoff, N. (2022). Customer Satisfaction and Service Experience in Big Data Analytics for Automotive Service Advisor. 2022 IEEE International Conference on Automatic Control and Intelligent Systems, I2CACIS 2022 - Proceedings, 84–89. https://doi.org/10.1109/I2CACIS54679.2022.9815482
Sasongko, T. W., Ciptomulyono, U., Wirjodirdjo, B., & Prastawa, A. (2024). Identification of Electric Vehicle Adoption and Production Factors Based on an Ecosystem Perspective In Indonesia. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2332497
Setiawan, M. A. W., & Puspitadewi, N. W. S. (2022). Hubungan Antara Kualitas Pelayanan Dengan Loyalitas Pelanggan Pada Nasabah PT. “X” Cabang Pamolokan Sumenep. Character: Jurnal Penelitian Psikologi, 9(4).
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D (2nd ed.). CV Alfabeta.
Surya Cipta. (2024). Key trends shaping Indonesia's automotive industry 2024. Retrieved May 12, 2026, from https://suryacipta.com/en/key-trends-shaping-indonesia-automotive-industry/
Taufan, S., & Ahsan, M. N. (2023). Pengaruh Kualitas Pelayanan Bengkel Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Pt. Setiajaya Mobilindo – SETIAJAYA TOYOTA DEPOK. KALBISCIENTIA Jurnal Sains Dan Teknologi, 10(02), 228–239. https://doi.org/10.53008/kalbiscientia.v10i02.3148
Yanti, N. K. T., Wimba, I. G. A., & Mashyuni, IA. (2023). Peran Kepuasan Pelanggan dalam Memediasi Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan Bengkel Resmi Honda Asia Motor Di Denpasar. Jurnal Sekretaris & Administrasi Bisnis (JSAB), 7(2), 121. https://doi.org/10.31104/jsab.v7i2.344
Copyright (c) 2026 Dea Septiani, Sri Raharso, Hidya Indira Lastari, Tangguh Dwi Paramono
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish in this journal agree to the following terms:
- The authors confirm that they are the authors of the submitted article, which will be published (online) in the journal IJABO (International Journal Administration, Business & Organization) by the Asosiasi Ahli Administrasi Indonesia (A3i), Bandung, Indonesia. The author’s name will be evident in the article. The publisher makes all decisions regarding the layout and distribution of the work.
- Authors guarantee that the work is their own original creation and does not infringe any statutory or common-law copyright or any proprietary right of any third party. In case of claims by third parties, authors commit themself to defend the interests of the publisher and shall cover any potential costs.
- Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). This license allows the redistribution and reuse of papers provided the authorship is properly credited.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as this can lead to productive exchanges and earlier and greater citations of published work.
