The Influence of Service Quality, Satisfaction, and Trust on Motorcycle Customer Loyalty in Timor-Leste

The limited research on customer loyalty in the motorcycle sector in developing countries such as Timor Leste presents an opportunity to examine the role of service quality, satisfaction, and trust in building loyalty. This study aims to analyze the effect of service quality on customer loyalty among motorcycle users in Timor Leste, considering the roles of satisfaction and trust as mediating variables. The novelty of this research lies in integrating two mediating variables simultaneously within one structural model and conducting the study in a region and sector that are seldom explored, namely the motorcycle industry in Timor Leste. Data collection was carried out through questionnaires distributed to 140 respondents. The data were analyzed using structural equation modeling (SEM) with SMART PLS 4 software. The results show that all seven proposed hypotheses were accepted. Service quality affects satisfaction. Service quality, satisfaction, and trust were all proven to have a significant effect on loyalty. Satisfaction was shown to mediate the effect of service quality on customer loyalty, and trust was shown to mediate the effect of satisfaction on customer loyalty. The academic contribution of this study includes recommendations for increasing service quality consistency through standardized SOPs across departments, integrated training for all staff, and routine evaluation of service performance. These steps will maintain customer experience, strengthen satisfaction, and foster long-term loyalty. The managerial contribution of this research expands understanding of the roles of satisfaction and trust as mediators between service quality and customer loyalty in developing countries.