An Empirical Analysis of Service Quality and Price Toward Customer Satisfaction in Regional Transportation Services

Abstract

This study aims to analyze the influence of service quality and price on customer satisfaction with the TravelQ travel services in Tembilahan City. The research employs a quantitative, explanatory survey approach with 96 respondents. The results of the multiple linear regression analysis indicate that service quality has a significant effect on customer satisfaction (t = 2.797; p < 0.05), whereas price exerts a more substantial influence (t = 3.985; p < 0.05). Simultaneously, both variables have a significant effect on customer satisfaction (F = 12.324; p < 0.05). The coefficient of determination (R²) of 0.210 indicates that 21% of the variation in customer satisfaction is explained by service quality and price, with the remaining 79% influenced by other factors outside the model. These findings emphasize that perceived price suitability is the most dominant factor in shaping customer satisfaction, while service quality contributes through comfort and travel experience. Therefore, aligning service improvement efforts with pricing strategies is essential for TravelQ to meet customer expectations effectively.