Judul

Abstract : Research related to the influence of customer experience on customer

satisfaction has an impact on customer loyalty. Customers are satisfied, thus creating
customer loyalty. The methodology of this writing is by distributing questionnaires
to 100 airport customers (civil servants/private employees/students/entrepreneurs).
The data uses SEM - SmartPLS version 3.0 which is applied to the relationship and
hypothesis testing. The results of this study are the service quality and facilities
variables do not affect the customer loyalty variable. However, there are also several
variables that influence, namely customer experience and customer satisfaction on
customer loyalty. Customer experience and customer satisfaction variables affect
customer loyalty. This novelty provides new insights into improving airport service
quality and airport facilities. Further research is suggested to adopt technological
innovation and smart airport concepts.
Keywords : customer experience, service quality, facilities, customer satisfaction, and
customer loyalty.

Introduction
Changes in the lifestyle of the world's people today tend to travel
(Chanda & Chopra, 2019). People travel to explore and get ideas in new
places. The lifestyle of traveling people who use flight services is increasing.
The aviation industry has shifted to face various challenges such as Covid-
19, reducing operational costs, and at the same time attracting and
maintaining demand and maintaining airport quality (Baker, 2013).
Airport service quality is measured as a result of customer ratings
between expectations and perceived service. Customers are willing to pay
higher prices to get better quality airport services such as access to the airport,
transportation between terminals, and fast airport information services
regarding flight delays (Jiang & Zhang, 2016).
Previous research states that customers’ willingness to pay higher
prices for service quality is still under debate (Cossío-Silva et al., 2015).
Customers consider paying higher fees for service quality that is not in
accordance with customer satisfaction. Customer experience complaints such
as long baggage services, queues at check-in, information notification that is
not clear and slow, and covid-free checks that require time-related to service
quality affect customer satisfaction and loyalty (Maemunah, 2020).
Customer loyalty is also affected by airport facilities. Airport facilities
such as smart gates, self-boarding, and RFID baggage tags that are not yet
available are a problem for customers (Rajapaksha & Jayasuriya, 2020). The
need for facilities to meet customer expectations creates satisfaction and
loyalty (Castillo-Manzano & López-Valpuesta, 2013; Maemunah & Susanto,
2019). Creating customer satisfaction and loyalty at the airport not only
requires quality service, and airport facilities but also provides a good
customer experience for the airport.

1
 The novelty of this study is to determine the effect of customer
experience, service quality, and airport facilities on customer satisfaction and
their impact on customer loyalty. The first research is related to service
quality, customer satisfaction, and loyalty in the Chinese airline market (Jiang
& Zhang, 2016). The second research is related to the future of airport
operations (Rajapaksha & Jayasuriya, 2020). The third study is related to the
impact of low-cost airline service quality on airline image and customer
satisfaction and loyalty during the covid-19 outbreak (Hassan & Salem,
2022).
Literature Review

Customer Experience

Customer experience is the customer's perception of stimulated

motivation in observing or participating in an event (Chen & Lin, 2015).
According to research (Berry et al., 2002), customer experience is the
perceived customer response related to the quality and facilities of the
company. Research conducted (Dewi & Nugroho, 2020) customer experience
is the experience of previous customers through direct or indirect interactions
with the company. According to (Schmitt, 1999) customer experience is about
sense, namely the appearance of airport staff. Feel like the service provided
by airport staff. Think is an up-to-date customer regarding information at the
airport. An act is the right choice to use air transportation services. Relate are
facilities and services provided according to customer expectations.
Service Quality

Service quality according to (Kotler, 2009) service quality is a

responsiveness and reality of the services provided by the company. Service
quality must start from customer needs and end at customer perception.
Furthermore (Haroen, 2020) states that service is an activity, benefit, or
satisfaction that is offered for sale. Service quality according to (Haroen,
2020) is Tangibles. Tangibles referred to in the terminal area apply good
health protocols. Reliability is information related to flight delays quickly and
clearly. Responsiveness means that airport staff is ready to help customers.
Assurance, such as safety guarantees related to Covid-19 free inspections.
Empathy is the service attitude of airport staff which is commendable.
Facilities

Facilities are everything that is physical equipment and is provided by

the service seller to support consumer comfort (Kotler, 2013). Service
companies have facilities in using their services that can influence consumers
in making purchases of these services (Muhlidin, 2022). Facilities are the

2
appearance, capabilities of infrastructure, and environmental conditions
(Lupiyoadi, 2004). Facilities are considerations or spatial planning, the
availability of check-in facilities to Covid-19 free inspections. Room planning
such as facilities that are easily accessible to airport customers. Lighting is
like the right placement of lights. Color is like choosing the right color.
Messages are delivered graphically (Tjiptono, 2007).
Customer Satisfaction

Satisfaction is the level of feeling where a person states the results of

a comparison of the product performance received and expected (Kotler,
2013). Satisfaction is the level of one's feelings after comparing the perceived
performance (outcome) with his expectations (Irawan et al., 2013). Customer
satisfaction with service quality makes customers loyal to products or services
(Murali et al., 2016). Customer satisfaction will lead to customer loyalty.
Customer satisfaction regarding Overall Satisfaction the overall facilities and
services provided are in accordance with airport customer expectations.
Confirmation of Expectations such as staff to facilities implementing
protocols according to procedures). Comparison to Ideal is airport customers
are satisfied with services and facilities (Tjiptono, 2007).
Customer Loyalty

Loyalty is a decision to make continuous purchases of goods or

services of a company (Griffin, 2010). Loyalty for the company is to maintain
business in the market competition. Consumer loyalty can be relied on and
trusted to make airport recommendations or service quality and facilities
(Maemunah & Syakbani, 2021). Customer loyalty can be measured as a
desire to buy or use more products or services and recommend these products
to other customers (Meesala & Paul, 2018). Customer loyalty such as
(Zeithaml, 1996) Say positive things are airport customers providing positive
information). Recommend friend is recommending air transportation services
to others. Continue purchasing is like using air transportation services again.
Conceptual framework and hypotheses research

Based on a review of the existing literature review, this study develops

a conceptual framework designed to help understand the research as shown
in figure 1. This study focuses on customer experience, services quality, and
facilities on customer satisfaction, and their impact on customer loyalty.
Figure 1. Conceptual Framework

H1
Customer Experience Customer Experience

H2
Customer Experience

3
 H4

H6 H5

H3
Customer Experience H7 Customer Experience

Hypotheses

H1: The effect of customer experience on customer satisfaction

A positive customer experience creates an emotional bond between
service quality and airport facilities creating customer satisfaction. (Pranoto
& Subagio, 2015).
H2: The effect of service quality on customer satisfaction
Service quality is a significant determinant of customer satisfaction.
Customers are satisfied with the airport services provided, and the image of
an airport will increase (Saha & Theingi, 2009).
H3 : The effect of facilities on customer satisfaction
Customer needs related to good facilities are a challenge for airport
managers. Therefore, the management of airport facilities is very important
to maintain efficiency, smooth activities, and a good reputation among
customers (Kobyak & Lvovna, 2015).
H4 : The effect of customer satisfaction on customer loyalty
Airport management is strongly committed to creating customer
satisfaction. Satisfactory service creates an increase in customer loyalty to
flight services (Lin & Wang, 2015).
H5: The effect of customer experience on customer loyalty
Airport managers are able to shape customer experiences according to
customer expectations, so customer loyalty can be achieved (Scherpen et al.,
2018). Customers do not mind paying high prices to get service quality and
airport facilities (Jiang & Zhang, 2016). Positive customer experience
generates customer loyalty.
H6: The effect of service quality on customer loyalty
Customer loyalty involves the customer's mindset towards a positive
airline service quality. Customers recommend to other customers regarding
airport service quality, positive airports give birth to customer loyalty
(Ahmed et al., 2020).

4
H7: The effect of facilities on customer loyalty
Airport facilities are everything that is used to assist and facilitate the
implementation of airport activities (Arikunto, 2013). Check-in free of digital
covid-19 is easy and fast to create customer satisfaction and loyalty
(Maemunah, 2020).
Method

The method in this study uses quantitative methods. The method uses
primary data to explain the phenomenon being observed. Primary data was
obtained by distributing questionnaires to airport customers at terminal 2 of
Soekarno Hatta International Airport, Tangerang after the COVID-19
pandemic. The sample used by PLS-SEM was 30-100 sample sizes (Chin,
2000), so the sample was determined to be 100 respondents. The data was
then analyzed using the SEM-PLS method. SmartPLS software version 3.0,
due to multivariate research on variables.
Discussion and Result

Table 1. Result

Research hypothesis Conclusion Decision

H1 : Customer experience has a H1 Accepted Supported

significant positive effect on
customer satisfaction
H2 : Service quality has a significant H2 Accepted Supported
positive effect on customer
satisfaction.
H3 : Facilities have a significant H3 Accepted Supported
positive effect on customer
satisfaction.
H4 : Customer satisfaction has a H4 Accepted Supported
significant positive effect on
customer loyalty.
H5 : Customer experience has a H5 Accepted Supported
significant positive effect on
customer loyalty.

5
 H6 : Service quality has a significant H6 Rejected Supported
positive effect on customer
loyalty.
H7 : Facilites has a significant H7 Rejected Supported
positive effect on customer
loyalty.
Source : SmartPLS 3.0 Calculation 2022

Based on table 1. There are 7 hypotheses proposed, of which 5 hypotheses

are accepted and 2 hypotheses are rejected. The explanation is as follows

1) Hypothesis Testing 1
Customer experience has a positive and significant effect on
customer satisfaction.
The results of the first hypothesis test indicate that there is
a direct and positive influence between the customer experience
variable and customer satisfaction which has a P-Values value of
(0.026) and a calculated value of (0.062).
It can be concluded that hypothesis 1 is accepted, meaning
that the higher the perceived customer experience, the higher the
level of customer satisfaction. The results of research according to
research conducted (Wardhana, 2016) customer experience has a
significant influence on customer satisfaction. The company
provides a positive experience for customers so that customers
feel satisfied and intend to make repeat purchases. Customer
experience has a strong influence on customer satisfaction
(Venkat, 2007).
2) Hypothesis Testing 2
Service quality has a positive and significant effect on customer
satisfaction.
The results of the second hypothesis test indicate that there
is a direct and positive influence between the service quality

6
 variable and customer satisfaction which has a P-Values value of
(0.000) and the value of the calculation results (0.553).
It can be concluded that hypothesis 2 is accepted, meaning
that the higher the service quality provided, the higher the level of
customer satisfaction. The results of research according to
research (Hassan & Salem, 2022) service quality is consistently
an independent predictor of customer satisfaction and retention, as
well as improving the company's brand image. Prompt handling
of complaints by airport staff can contribute to customer
perceptions of satisfaction attitudes and repurchase intentions
(Taghizadeh et al., 2013).
3) Hypothesis Testing 3
Facilities have a positive and significant effect on customer
satisfaction.
The results of the third hypothesis test indicate that there is
a direct and positive effect between the facilities variable and
customer satisfaction which has a P-Values value of (0.002) and
the value of the calculation results (0.312).

It can be concluded that hypothesis 3 is accepted, meaning

that the better the facilities provided, the higher the level of
customer satisfaction. The results of research according to
research (Gumussoy, 2016) on the Effect of Service Quality,
Facility Value and Price Stability on Customer Satisfaction and
Customer Loyalty stated that facilities have a positive influence
on customer satisfaction.

4) Hypothesis testing 4
Customer satisfaction has a positive and significant effect on
customer loyalty.
The results of the fourth hypothesis test indicate that there
is a direct and positive effect between the variable customer

7
 satisfaction and customer loyalty which has a P-Values value of
(0.000) and the value of the calculation results (0.335).

It can be concluded that hypothesis 4 is accepted, meaning

that the higher the level of customer satisfaction, the higher the
level of customer loyalty. The results of the study according to
research (Vuuren, T.V, 2012) stated that there was a positive
relationship between satisfaction and customer loyalty in
optometric practices in South Africa.

5) Hypothesis testing 5
Customer experience has a positive and significant effect on
customer loyalty.
The results of the fifth hypothesis test indicate that there is
a direct and positive effect between the customer experience
variable and customer loyalty which has a P-Values value of
(0.000) and the value of the calculation results (0.395).
It can be concluded that hypothesis 5 is accepted, meaning
that the better the customer experience, the higher the level of
customer loyalty. The results of the study according to research
(Novitasari, 2012) the significant influence of customer
experience produces, strengthens, and maintains customer loyalty.
6) Hypothesis testing 6
Service quality has a positive and insignificant effect on
customer loyalty.
The results of the sixth hypothesis test indicate that there is
a positive and insignificant effect between the service quality
variable and customer loyalty which has a P-Values value of
(0.368) and the value of the calculation results (0.136).
It can be concluded that hypothesis 6 is rejected, meaning
that the lower the service quality provided, the lower the level of
customer loyalty. The results of research according to research
(Fodness & Murray, 2007) state that if the service received is

8
 below the expected service, then the customer will feel dissatisfied
and lose loyalty to the product provider and vice versa.
7) Hypothesis testing 7
Facilities have a positive and insignificant effect on customer
loyalty.
The results of the seventh hypothesis test indicate that there
is a positive and insignificant effect between the service quality
variable and customer loyalty which has a P-Values value of
(0.189) and the value of the calculation results (0.113).
It can be concluded that hypothesis 7 is rejected, meaning
that the lower the facilities provided, the lower the level of
customer loyalty. Research results according to research (Sitio &
Ali, 2019) state that facilities do not affect customer loyalty.

Conclusion

Customer experience, service quality, and facilities with customer

satisfaction and their impact on customer loyalty. Hypothesis testing directly
results in customer experience, service quality and facilities having an effect
on customer satisfaction. Service quality and facilities have no effect on
customer loyalty. Customer experience and customer satisfaction affect
customer loyalty. Direct relationship between customer experience, service
quality, and facilities with customer satisfaction and customer loyalty at
Terminal 2 Soekarno Hatta International Airport, Tangerang.

The research expects service managers at Soekarno Hatta

International Airport, Tangerang, especially Terminal 2 to improve the
quality of existing services. Negative customer experiences are replaced with
customer expectations such as baggage service, check-in queues, faster delay
information, and digitization. Soekarno Hatta International Airport creates a
positive customer experience.

References
Ahmed, R. R., Vveinhardt, J., Warraich, U. A., & Baloch, A. (2020).

9
 Customer satisfaction & loyalty and organizational complaint handling.
Economic Aspects of Business Operation of Airline Industry, 31, 114–
125.
Arikunto, S. (2013). Research Procedure, a practical approach.
Baker, D. M. A. (2013). Service Quality and Customer Satisfaction in the
Airline Industry: A Comparison between Legacy Airlines and Low-
Cost Airlines. American Journal of Tourism Research, 2(1), 67–77.
https://doi.org/10.11634/216837861302317
Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total
customer experience. MIT Sloan Management Review, 43, 85–89.
Castillo-Manzano, J., & López-Valpuesta, L. (2013). Check-in services and
passenger behaviour: Self service technologies in airport systems.
Computers in Human Behavior, 29, 2431–2437.
https://doi.org/10.1016/j.chb.2013.05.030
Chanda, R., & Chopra, K. (2019). Customer Experience Management in
Airline Industry. April.
https://www.researchgate.net/publication/331802119_Customer_Exper
ience_Management_in_Airline_Industry
Chen, S. C., & Lin, C. P. (2015). The impact of customer experience and
perceived value on sustainable social relationship in blogs: An
empirical study. Technological Forecasting and Social Change, 96,
40–50. https://doi.org/10.1016/j.techfore.2014.11.011
Chin, W. (2000). Partial Least Squares for Researcher: An Overview and
Prosentation of Recent Advances Using the PLS Approach. http://disc-
nt.cba.uh.edu/chin/icis96.pdf
Cossío-Silva, F.-J., Revilla-Camacho, M., Vega-Vazquez, M., & Palacios,
B. (2015). Value co-creation and customer loyalty. Journal of Business
Research, 69. https://doi.org/10.1016/j.jbusres.2015.10.028
Dewi, T. U., & Nugroho, P. N. A. (2020). Pengaruh Customer Experience
Terhadap Customer Satisfaction Dan Customer Loyalty Institut
Français Indonesia Di Surabaya. Jurnal Teknologi Dan Terapan Bisnis
(JTTB), 3(2), 30–39.
Fodness, D., & Murray, B. (2007). Passengers’ expectations of airport
service quality. Journal of Services Marketing, 21(7), 492–506.
https://doi.org/10.1108/08876040710824852
Griffin, J. (2010). Menumbuhkan dan Mempertahankan Kesetiaan
Pelanggan. Customer Loyalty.
Gumussoy, K. (2016). The Effects of Service Quality, Perceived Value and
Price Fairness on Hotel Customers’ Satisfaction. Journal of
Economics, Business and Management, 4(9).

10
Haroen, R. (2020). Analisis Pengaruh Kualitas Produk , Kualitas Pelayanan,
Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan (Studi Kasus
Pada Pt Nusantara Surya Sakti). Jurnal Manajemen & Bisnis
Jayakarta, 1(2), 101–120.
https://doi.org/10.53825/jmbjayakarta.v1i2.23
Hassan, T. H., & Salem, A. E. (2022). Impact of service quality of low-cost
carriers on airline image and consumers’ satisfaction and loyalty during
the covid-19 outbreak. International Journal of Environmental
Research and Public Health, 19(1).
https://doi.org/10.3390/ijerph19010083
Irawan, D., Japarianto, E., & L. (2013). I 1.615. Analisa Pengaruh Kualitas
Produk Terhadap Loyalitas Melalui Kepuasan Sebagai Variabel
Intervening Pada Pelanggan Restoran Por Kee Surabaya, 1(2), 1–8.
Jiang, H., & Zhang, Y. (2016). An investigation of service quality, customer
satisfaction and loyalty in China’s airline market. Journal of Air
Transport Management, 57, 80–88.
https://doi.org/10.1016/j.jairtraman.2016.07.008
Kobyak, M. V., & Lvovna, I. E. (2015). The Competitiveness of Hotel
Facilities. Theory and Practice. Organization, 12(6), 374–381.
Kotler. (2013). Manajemen Pemasaran (Edisi Keem). Erlangga.
Kotler, P. K. L. K. (2009). Manajemen Pemasaran (Jilid 1). Erlangga.
Lin, M. J., & Wang, W. (2015). Examining e-commerce customer
satisfaction and loyalty: an integrated quality-risk-value perspective.
Journal of Organizational Computing and Electronic Commerce,
25(4), 379–401.
Lupiyoadi, R. (2004). Manajemen Pemasaran Jasa: Teori dan Pratek.
Manajemen Pemasaran.
Maemunah, S. (2020). Create a Customer Loyalty In Travel Sector.
Business and Entrepreneurial Review, 20(2), 141–152.
https://doi.org/10.25105/ber.v20i2.7856
Maemunah, S., & Susanto, P. H. (2019). The effect of attitude and
purchasing of millennials consumers towards brand love in sports wear
brands. International Journal of Advanced Science and Technology,
29(5), 515–523.
Maemunah, S., & Syakbani, B. (2021). Strategic Logistics on Halal
Products. Valid: Jurnal Ilmiah, 18(2), 128–135.
https://doi.org/10.53512/valid.v18i2.177
Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and
loyalty in hospitals: thinking for the future. Journal of Retailing and
Consumer Services, 40, 261–269.

11
Muhlidin. (2022). Analisis Pengaruh Kualitas Pelayanan, Fasilitas, Dan
Ketepatan Waktu Terhadap Kepuasan Konsumen Pada PT. KAI DAOP
IV Stasiun Poncol Semarang. 52(2), 1–09.
Murali, S., Pugazhendhi, S., & Muralidharan, C. (2016). Modelling and
investigating the relationship of after sales service quality with
customer satisfaction, retention and loyalty – a case study of home
appliances business. Journal of Retailing and Consumer Services, 30,
67–68.
Novitasari, S. (2012). Pengaruh Customer Experience Terhadap Loyalitas
Konsumen Pengguna Handphone Blackberry Pada Mahasiswa
Universitas Jember. Jurnal Manajemen Pemasaran Modern.
Pranoto, R. G., & Subagio, H. (2015). Analisa Pengaruh Customer
Experience terhadap Customer Satisfaction pada Konsumen di
Rosetta’s Cafe & Resto Surabaya. Jurnal Strategi Pemasaran, 3(1), 1–
9. http://publication.petra.ac.id/index.php/manajemen-
pemasaran/article/view/3370/3047
Rajapaksha, A., & Jayasuriya, D. N. (2020). Smart Airport: A Review on
Future of the Airport Operation. Global Journal of Management and
Business Research, 20(March), 25–34.
https://doi.org/10.34257/gjmbravol20is3pg25
Saha, G. C., & Theingi. (2009). Service quality, satisfaction, and
behavioural intentions. Managing Service Quality: An International
Journal, 19(3), 350–372. https://doi.org/10.1108/09604520910955348
Scherpen, F., Draghici, A., & Niemann, J. (2018). Customer Experience
Management to Leverage Customer Loyalty in the Automotive
Industry. Procedia - Social and Behavioral Sciences, 238, 374–380.
https://doi.org/10.1016/j.sbspro.2018.04.014
Schmitt, B. (1999). Experiential Marketing: How to Get Your Customers to
Sense, Feel, Think, Act, Relate to Your Company and Branda.
Sitio, T., & Ali, H. (2019). Patient Satisfaction Model and Patient Loyalty:
Analysis of Service Quality and Facility (Case Study at Rawamangun
Special Surgery Hospital). Scholars Bulletin, 05(10), 551–559.
https://doi.org/10.36348/sb.2019.v05i10.002
Taghizadeh, H., Taghipourian, M. J., & Khazaei, A. (2013). The effect of
customer satisfaction on word of mouth communication. Research
Journal of Applied Sciences, Engineering and Technology, 5(8), 2569–
2575. https://doi.org/10.19026/rjaset.5.4698
Tjiptono. (2007). Strategi Pemasaran (Edisi Keti). ANDI Yogyakarta.
Venkat, R. (2007). Impact Of Customer Experience On Satisfaction, Brand
Image, And Loyalty: A Study In A Business To Business Context.
Journal of Marketing, 3.

12
Vuuren, T.V, E. a. (2012). Customer Satisfaction, Trust, and Commitment
as Predictors of Customer Loyalty within an Optometric Practice
Environment. Southern African Business Review, 16(3).
Zeithaml. (1996). Measuring the quality of relationship in customer service:
An empirical study. Journal of Marketing.

13