The Influence of Brand Image and Service Quality on Customer Satisfaction and It’s Effect on Customer Loyalty in Using Grab Online Transportation in Medan
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 10
Abstract
Today, business grows and develops rapidly due to modernization and technological advancement. The capacity of a business to adapt to therapid environmental changes is very crucial in its continuation.The population was the users of grab online transportation in Medan, and 100 of them were used asthe samples, taken by using accidental sampling technique. The data were analyzed by using path analysis. The result of the research showed that 1) brand image had positive ad significant influence on customer satisfaction in using grab online transportation in Medan, 2) service quality had positive and significant influence on customer satisfactionin using grab online transportation in Medan, 3) brand image had positive but insignificant influence on customer loyaltyin using grab online transportation in Medan 4) service qualityhad positive and significant influence on customer loyaltyin using grab online transportation in Medan,5) customer satisfaction had positive and significant influence on customer loyalty in using grab online transportation in Medan, 6) brand image through customer satisfaction had positive but insignificant influence on customer loyaltyin using grab online transportation in Medan, and 7) service quality through customer satisfaction had positive and significant influence on customer loyaltyin using grab online transportation in Medan.
Authors and Affiliations
Japuti Sinurat, Fauzi Amrin, Arlina Lubis, Agus Ismawan
Keywords
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- EP ID EP413098
- DOI 10.9790/487X-2010051217.
- Views 54
- Downloads 0
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