Abstract

This study aimed to determine the relationship between service quality and customer retention at Ad's Pro Advertising as the basis for formulating recommendations to improve client loyalty. Specifically, to examine the relationship between service quality dimensions such as tangibility, reliability, responsiveness, assurance, and empathy and customer retention, particularly in service-oriented industries like advertising, where maintaining long-term client relationships is vital for growth and competitiveness. This research utilized a quantitative descriptive-correlational design. Data were gathered through a structured survey questionnaire distributed to clients with prior experience using the company's services using convenience sampling, focusing on dimensions of service quality such as tangibility, reliability, responsiveness, assurance, and empathy. Statistical analysis, including frequency distribution, mean, and correlation analysis, were applied to analyze the data and identify significant relationships between the variables. The results showed that clients perceive Ad's Pro Advertising as delivering high service quality in most dimensions, particularly valuing timely project completion and prompt communication. Strengths included reliability and responsiveness, alongside assurance and empathy, which highlighted the importance of personalized experience. A significant positive correlation was found between service quality and customer retentions; satisfied clients were more likely to remain loyal and recommend the business. Thus, consistent service standards were viewed as important in relation to customer loyalty. The study demonstrates that service quality is one of the main factors impacting customer retention at Ad's Pro Advertising. By putting customer demand first, enhancing communication, and ensuring consistent service delivery, the business may strengthen long-term ties and its competitive position. To maintain high satisfaction levels, it is advised to invest in employee training, implement customer-focused tactics, and regularly assess service performance. Additionally, future research may explore additional factors such as pricing, brand reputation, and technological advancement to provide more thorough understanding of customer loyalty. Overall, the results highlight that companies that prioritize providing excellent customer service are better positioned to retain clients and achieve long-term business success.