p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 4 April 2024 http://jist.publikasiindonesia.id/

Indonesian Journal of Social Technology, Vol. 5, No. 4, April, 2024 1828

Strategies to Build Customer Trust Based on Service Quality

and Relationship Quality: Anchorage Study in Riau Islands

*Correspondence

Introduction

Data from the Coordinating Ministry of Maritime Affairs and Investment (2020)

states that Indonesia is an archipelagic country, with 70% of its area covering the ocean.

Naturally, maritime becomes a mainstay for economic growth. Also, with the second

longest coastline after Canada, Indonesian waters have the potential for maritime services

as an international ship traffic flow. Meanwhile, there are 2154 ports in Indonesia, but

they are still poorly managed. Source Belinda. Co. is based on data from the results of the

2023 Logistics Performance Index (LPI) release; Indonesia plunged 17 places from rank

46 (2018) to rank 63 (2023), with a decrease in score from 3.15 to 3.0. According to the

World Bank, the LPI is an index based on survey results on perceptions of logistics actors

provide services that service users worldwide can trust. (Liu, Yang, & Liu, 2017) The

density level of Indonesian shipping lanes on a reasonably dense scale, especially in the

Malacca Strait service lanes, can be seen with thick red lines indicating dense shipping

activities. The Strait of Malacca is in the contours of a narrow stretch of water, only 580

miles long, between Peninsular Malaysia and the Indonesian island of Sumatra. However,

the strait is the main shipping lane between the Indian and Pacific oceans and, as such, is

one of the most important and busiest shipping lanes in the world. The Strait of Malacca

connects Asia's three largest economies: Arabia, China, Japan and Korea. It also plays a

fundamental role in connecting Thailand, Indonesia, Malaysia, the Philippines,

Singapore, Vietnam, Taiwan, and India. The Strait of Malacca serves a quarter of global

territory in the sea and small islands, has a relatively high regional income potential from

receiving Labuh Anchorkar services. Some areas, including Batam (Galang Island),

Nipah Island, and Tanjung Balai Karimun, are large business development areas for

regional income. Heavy traffic and many ships need a particular sea space area for

anchorage (ship parking) to carry out activities waiting for cargo contracts, making minor

repairs, waiting for buyers (ships are sold), carrying out loading and loading activities

between ships without going through the dock. The potential of anchor anchorage in

Kepri Province is very high, reaching Rp 6 trillion.

The management of anchor berths in the marine sector itself is by the mandate of

Law Number 23 of 2014 concerning Regional Government and Regional Regulation

importance of providing quality services and managing good relationships with customers

to achieve customer satisfaction. Analysis of service quality and customer satisfaction is

abundant in scientific journals, such as Yeo et al. (2015) research on ports in South Korea

(Phan et al., 2021) in the context of ports in Vietnam (Najiyah & Dachyar, 2021) for port

service analysis in Indonesia. However, customer relations are still minimal in the study.

(Sarmento, Simões, & Farhangmehr, 2015), Managing interaction processes is very

relevant in industrial marketing and business-to-business situations. Relational marketing

(relationship marketing) is very relevant to be discussed in service marketing. Most

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of high sales in the short term becomes less supportive of service business practices.

Relational marketing emphasises customer recruitment and maintenance (retention)

through improving a company's relationship with its customers.

Anchorage is when a ship in berthing condition releases anchor with a specific

purpose, such as waiting for a guide to enter the port or carrying out other tactical and

emergency actions (Liu et al., 2017). In the condition of the anchor berth, the port

manager performs services that are adjusted to the conditions or needs of the ship

anchored. Here lies the importance of quality anchor anchor services and customer

relationships that can provide service user satisfaction after accessing anchor anchor

services.

(Apriyanti, Surya, & Lutfi, 2017) Service is any action or activity offered by a party

to another party that is intangible and does not result in any ownership. Service is the

behaviour of producers in order to meet customer needs and desires and achieve customer

satisfaction. Research in the field of quality services has produced very abundant

scientific work based on the object of study of each researcher. Parasuraman and friends

in 1985 sparked the famous concept of service quality, abbreviated as Servqual (Cetin,

2020).

The famous service quality model by Parasuraman et al. (1985), in its scientific

research, raises a conceptual model of service quality that can be measured based on five

dimensions, namely tangibles (physical evidence), reliability (reliability), responsiveness

resources, outcomes, processes, management, and image and social responsibility. (Yeo,

Thai, & Roh, 2015), (Phan et al., 2021). However, the researchers suggest that those

factors could be revised for specific sub-sectors of the maritime industry, such as ports,

although the model should apply generally to maritime transport services. The study

adopted this model and revised the operationalised measurement items specific to the

anchor berth sector. Regarding relief services newly presented by the Kepri local

government, image and corporate social responsibility cannot be measured. Further, the

Research Methods

Research approach quantitatively. Data collection is carried out using surveys by

Data collection was done through questionnaires with closed questions on the Likert

scale (5 scales) for each variable indicator of service quality (12 indicators), relationship

quality (5 indicators), and customer satisfaction (5 indicators). A statistical analysis was

used to test the hypothesis, and regression analysis was used with customer satisfaction

as the dependent variable.

In item selection, 12 service quality indicators with the lowest item-total correlation

of 0.416 were the highest at 0.743. The Cronbach-α value is 0.842. The relationship

quality was assessed based on five indicators, with item-total correlation ranging from

0.68-0.799 and Cronbach-α of 0.776. Finally, the Customer Satisfaction variable was

assessed based on five indicators with item-total correlation ranging from 0.881-0.916,

Results and Discussion

The results of data quality measurements obtained skewness and kurtosis values of

each variable not greater than 1.0 and not smaller than -1.0. If the second value of statistics

exceeds the threshold value, it is considered abnormal. (Hair, Hult, Ringle, & Sarstedt,

2017) mentioned that distributions with skewness and kurtosis values that exceed the

benchmark value are considered non-normal." The average Service Quality and Customer

Satisfaction score is pretty good, while the average Relationship Quality score is slightly

low.

Table 1

Descriptive Statistics

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study, as shown in Figure 1, has two independent variables, namely service quality and

relationship quality, while the dependent variable is customer satisfaction. The

relationship between two variables whose data is obtained from several samples can be

approached by regression analysis. Regression analysis is an equation that looks for

straight lines (linear) representing a number of independent and dependent variable data

obtained from a sample.

Table 2

Regression Analysis Results

0.467

model developed by Thai (2008) is based on constructs: resources, outcomes, processes,

management, and image and corporate social responsibility. The ROPMIS service quality

model is also valid for the anchor anchorage service strategy that is the object of this

study, without image and CSR constructs.

This study shows that the argument of the quality of service received by customers

will directly produce customer satisfaction. The quality customers receive for the services

anchor managers, namely anchor berthing resources, reliable service results, and reliable

management and management staff. The service received (perceived service) by anchor

Customer satisfaction with anchor anchorage businesses in Kepri is not only

determined by quality service but also by the quality of business relationship

management. In the context of the relational marketing business customer from the study

of (Izakova, Kapustina, & Vozmilov, 2019), the focus is on building business processes

to ensure results as expected by customers. To ensure the purpose of the business process,

port managers should ensure the quality of business relations, not only economic benefits

but also social relations problems, such as satisfactory relationship duration or reducing

conflicts that occur from misunderstandings in service.

The conclusion of this study resulted in a model of the influence of service quality

variables and the quality of business-to-business customer relationships on anchor

anchorage customer satisfaction in the waters of Kabil, Riau Islands. The quality of

service and the quality of relationships positively affect customer satisfaction. Whether it

is the service process received by customers and quality business relationships related to

anchor services directly cause service experiences that can provide satisfaction. Users of

anchor anchor services quite well feel the quality of the service the port manager provides,

and so is the customer relationship management factor.

Based on these conclusions, a necessary suggestion is the existence of a

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