Building Brand Image and Customer Loyalty: With Service Quality and Customer Satisfaction (Case Study on Giant Citra Raya)
Journal Title: Saudi Journal of Humanities and Social Sciences - Year 2018, Vol 3, Issue 7
Abstract
Abstract:The number of customers at Giant Citra Raya over the last five years (2011-2015) has decreased significantly, due to many factors including poor service quality and poor customer care. Likewise Extra Giant Switching Customer behavior has Negative Net Switching, when compared to the three brands (Carrefour, Hypermart and Lotte Mart). This low customer loyalty index is due to poor service quality. The research design is explanatory, where sampling method is a non-probability sample (non-random sample). The sampling technique uses accidental sampling, in which the researcher has the freedom to choose who to meet which can be sampled according to the requirements of the existing population. The method used in this research is survey method. The average customer population is 2,070,823 / 12/30 = 5752 per day, with Slovin samples of 152 respondents. Quantitative analysis method with Analytical Path Analysis tool and SPSS tool version 2.33. Prior to the analysis conducted test of questionnaire instrument with validity test and classical assumption. After analyzed with Path Analysis continued with test of determination analysis (R Square), partial test of hypothesis (t test) and simultaneously (F test) with 5% error tolerance level. The result of this research is that Service Quality and Customer Satisfaction have a effect on Brand Image and Customer Loyalty. Brand Image and Customer Loyalty are still influenced by other variables other than Service Quality and Customer Satisfaction, therefore need to do further research. Keywords: Brand Image, Customer Loyalty, Service Qualityand Customer Satisfaction.
Authors and Affiliations
Hapzi Ali
Keywords
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