PENGARUH DIMENSI KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA JNE CABANG DAU

This study aims to analyze the influence of each dimension of service quality (tangible, reliability, responsiveness, assurance, and empathy) on customer satisfaction at the JNE Dau Branch. The method used is exploratory quantitative research with multiple linear regression analysis. The research sample consisted of 125 respondents (n = 125) selected using a random sampling technique. The results of the analysis show that only responsiveness (β = 0.270; t = 2.834; p = 0.005) and assurance (β = 0.208; t = 2.765; p = 0.007) have a positive and significant influence on customer satisfaction. In contrast, physical aspects (β = −0.034; t = −0.489; p = 0.626), reliability (β = −0.001; t = −0.019; p = 0.985), and empathy (β = 0.010; t = 0.133; p = 0.895) did not show a significant influence. The coefficient of determination obtained was Adjusted R² = 0.129, which indicates that the model is able to explain 12.9% of the variation in customer satisfaction. Theoretically, this study provides empirical evidence that not all SERVQUAL dimensions play an equally strong role in the context of courier service operational units. Practically, these findings emphasize the importance of improving the speed and accuracy of employee responses and strengthening service assurance to improve customer satisfaction. The implications of this study suggest that service improvement strategies should focus on responsiveness and professionalism assurance, accompanied by management of other factors beyond core service quality.