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Article

Open Access

Analyzing of Customer Satisfaction and Customer Loyalty Based on Brand Image and Perceived Service Quality

Author(s)

Genoveva

Full-Text PDF Download XML 7596 Views

DOI:10.17265/1548-6591/2015.06.008

Affiliation(s)

President University, Cikarang, Indonesia

ABSTRACT

Motorcycles market in Indonesia has increased an average of 6.76% per year. However, growth in the number of motorcycles is not matched by the growth of the number of workshops. Motorcycle repair shop in Indonesia consists of two types: public workshops and workshop by sole agent/dealer. Workshops by sole agent are expected to provide standard services as they relate to the brand image and service quality. Based on the results of a pre-survey of consumer workshop Yamaha in Bekasi, there are indications that consumers are not satisfied with the Yamaha workshop in Bekasi, this can be seen from the complaint that are not well served, waiting time is relatively long, the unavailability of certain spare parts and liabilities wearing the official Yamaha oil. Consumer dissatisfaction resulted in consumer disloyal, which moved to another workshop, the consumer is interested in the promotion conducted another workshop and tends not to give recommendation to others. Based on these problems, the objective of this research was to determine customer satisfaction and loyalty based on brand image and perceived service quality. Research data collection by using a questionnaire distributed to a sample of 355 respondents from five Yamaha workshops in Bekasi. Data were analyzed by using SPSS 2.0 to test the validity and reliability of the questionnaire. After a valid and reliable questionnaire, questionnaires were returned distributed to respondents, and questionnaire data were analyzed using LISREL 8.7. Based on the analysis of data, it can be concluded that from the seven hypotheses, five of them are significant hypotheses.

KEYWORDS

brand image, perceived service quality, customer satisfaction, customer loyalty

Cite this paper

Journal of US-China Public Administration, June 2015, Vol. 12, No. 6, 497-508

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