THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER LOYALTY IN THE LABOR OUTSOURCING SERVICES OF COMPANY

Pattarapon THONGNOPPAKUN; Wilailuk RAKBUMRUNG; Suppara CHAROENPOOM; Arpaporn  PHOKAJANG

Authors

Pattarapon THONGNOPPAKUN College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand
Wilailuk RAKBUMRUNG College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand
Suppara CHAROENPOOM College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand
Arpaporn PHOKAJANG College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand

Keywords:

Service Quality, Customer Loyalty, Labor Outsourcing

Abstract

This research aims to examine the influence of service quality on customer loyalty toward labor outsourcing services of Company A. A questionnaire was used as the primary instrument for data collection. The sample consisted of 204 respondents. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics through multiple regression analysis. The results indicate that the dimension of service quality that most significantly influences customer loyalty toward labor outsourcing services of Company A is empathy (understanding customers’ needs and perceptions). This is followed by assurance, reliability, and responsiveness. These factors collectively explain 51.6 percent of the variance in customer loyalty.