The Effect of Word of Mouth, Service Quality, and Product Completeness on Customer Loyalty
DOI:
https://doi.org/10.54518/ebh.5.4.2026.1449Keywords:
Customer Loyalty, Product Completeness, Service Quality, Word of MouthAbstract
The increasing competition among Micro, Small, and Medium Enterprises (MSMEs) requires businesses to develop effective strategies for maintaining customer loyalty. This study aims to examine the effects of word of mouth, service quality, and product completeness on customer loyalty. This research employed a quantitative approach using an explanatory survey method. Data were collected through questionnaires distributed to 120 customers selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 27, including classical assumption tests, coefficient of determination, F-test, and t-test. The results indicate that word of mouth, service quality, and product completeness have positive and significant effects on customer loyalty, both partially and simultaneously. Product completeness was identified as the most dominant factor influencing customer loyalty. These findings imply that maintaining product availability, improving service quality, and encouraging positive customer experiences are essential strategies for strengthening customer loyalty. This study contributes to the understanding of loyalty determinants in technical retail MSMEs and provides practical implications for sustainable business development.
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