Building Customer Loyalty Through Experience and Satisfaction: A Study at Ganesha Operation Denpasar

This study aims to analyze the effect of customer experience on customer loyalty with customer satisfaction as a mediating variable at the Ganesha Operation tutoring institution in Denpasar. A descriptive quantitative approach was employed, using Structural Equation Modeling–Partial Least Squares (SEM-PLS) as the analytical technique. The sample consisted of 150 respondents, comprising active students and alumni who had participated in the program for at least one semester. The research instrument was a closed-ended questionnaire based on a 5-point Likert scale, developed from validated theoretical indicators. The analysis results reveal that customer experience has a positive and significant effect on customer satisfaction (β = 0.72; p < 0.001) and customer loyalty (β = 0.48; p = 0.002). Customer satisfaction also significantly influences customer loyalty (β = 0.33; p = 0.028) and serves as a significant mediator in the relationship between customer experience and customer loyalty (β = 0.24; p < 0.001). The R-square values of 0.518 for customer satisfaction and 0.583 for customer loyalty indicate a moderately strong explanatory power of the model. The implications of this study suggest that fostering a positive learning experience can enhance both student satisfaction and loyalty toward the institution. Strategies to improve the quality of social interaction, emotional comfort, and supportive learning environments are crucial for maintaining customer loyalty in the non-formal education services sector. This research also contributes theoretically to the development of mediation models in the study of consumer behavior in education.