Exploring the Relationship Between Service Customization, Service Quality, Customer Satisfaction, and Repurchase Intention in Public Transportation: Evidence from Po Bejeu Jepara

Abstract

Indonesia's public transportation sector has grown rapidly in the last few years, especially with the AKAP Bus services. Due of this expansion, entrepreneurs must innovate and engage in successful competition. This study suggests that Po Bejeu Jepara use service customization innovation as a tactic to increase repurchase intention while preserving customer satisfaction. A 10-point Likert scale questionnaire including demographic characteristics was used to collect data for this investigation. Using purposive sampling in conjunction with a non-probability sample technique, the questionnaires were given to Po Bejeu Jepara passengers. 102 valid responses out of the 108 total were used for study after six outliers were removed. The method of Rao Purba computation was used to identify the legitimate sample. The samples were put through the SEM method analysis process using Smart-PLS version 4.0, which included outer model testing, inner model testing, mediation testing, and hypothesis testing. The results of the validity test showed that the indicators were valid because the loading factor was greater than 0.7 and the Average Variance Extracted (AVE) was greater than 0.5. The reliability test confirmed the validity of the measures because the composite reliability and Cronbach's alpha values were both higher than 0.7.