Abstract—Customer satisfaction program of product becomes an important goal at most of manufacturers and needs various effort to make the goal successfully achieved. Previous research and experience proved that product quality was very important aspect but need deeper elaboration of any other cause of satisfaction. A case study of multi purposes vehicle (MPV) and its driver using Structural Equation Modelling with Lisrel software and Anova analysis prepared for this work. Data collecting with questionnaires from 516 car drivers in Jakarta, Bogor, Depok, Tangerang and Bekasi conducted to uncover role of driver related to their post purchase satisfaction of vehicle. Steps of analysis designed to clarify the relationship between quality of vehicle, driving satisfaction and role of driving quality in between. This study found that driving quality moderated the relationship between variables. Lower quality of driving will reduce driving satisfaction even if the quality of vehicle was genuine. A moderating variable role reveal new paradigm in satisfying customer and improving competitive advantage of vehicle manufacturers.

Index Terms—driving quality, driving satisfaction, moderating variable, automobile, structural equation modelling

Cite: Djoko Sihono Gabriel, Jimmy Maulana, and Rahmat Nurcahyo, "Leveraging Driver Satisfaction through Driving Quality Improvement: A Case Study of Multi Purposes Vehicle Using Structural Equation Modelling," Journal of Traffic and Logistics Engineering, Vol. 5, No. 2, pp. 73-76, December 2017. doi: 10.18178/jtle.5.2.73-76