Designing a model to improvecustomer loyaltyin chemicals tradingcompanywith servicequalityand structuralequation modeling method

Global competitiveness and the world economic crisis that hit the world these days have affected many organizations in such a way that an organization must produce very high quality goods or services to satisfy their customers and hence obtaining customers loyalty. Research method used is a model of Service Qualityand Structural Equation Modelingwere implemented in a chemical trading company. The determination of research obtained by conducting Focus Group Discussionwith 9 experts, then obtained 263 respondents.The results showed that all the factors on ServQual have produced negative gap values, which indicated that the company could not meet customer expectations. On the other hand, SEM results indicated that significant variables that affected customer satisfaction are people, situation and product, whereas the variables that affected customer loyalty are customer satisfaction, product, situation, people.