LOCKBOX ANALYSIS: EVALUATING REVENUE LOSS DUE TO LOCKING BRANDS IN STORES USING TEST AND CONTROL GROUP METHODOLOGY

Purpose: This research's main objective is to determine the relationship among e-service quality, trust, and brand image to customer loyalty. Customer satisfaction was a mediator which focused on Shopee customers in Yogyakarta. Design/methodology/approach: The research respondents consisted of 245 customers. The reliability and validity tests were conducted. The collected data were analyzed using the SEM AMOS method. Findings: The research results showed that: 1) e-service quality had a positive and significant influence on customer loyalty; 2) trust had a positive and significant influence on customer loyalty; 3) brand image had a positive and significant influence on customer satisfaction; 4) e-service quality had a positive and significant influence on customer loyalty; 5) customer trust had a positive and significant influence on customer loyalty; 6) brand image had a positive and significant influence on customer loyalty; 7) customer satisfaction had a positive and significant influence on customer loyalty; 8) e-service quality had a direct influence on customer loyalty without customer satisfaction as a mediator; 9) trust had a direct influence on customer loyalty without customer satisfaction as a mediator; 10) brand image had a direct influence on customer loyalty without customer satisfaction as a mediator. Research limitation/implications: The research sample was Shopee customers in the Special Region of Yogyakarta. There had not been an analysis of other factors that influence customer satisfaction and loyalty, such as social risk and time risk. Practical implications: Future research should expand the research sample to Shopee customers outside of Yogyakarta Special Region. For further research, it is recommended to modify the proposed model so that the goodness of fit criteria obtained will be fulfilled by the good criteria. Originality/value: In the context of customer satisfaction and loyalty, this research had offered an empirical research model on the relationship among e-service quality, trust, brand image, customer satisfaction and customer loyalty on Shopee customers outside of Yogyakarta Special Region. The use of satisfaction had mediating influence of e-service quality, trust, brand image on customer loyalty.

PurposeThis study analyzes the impact of packaging-free practices in food retail stores, particularly supermarkets, on customer loyalty.Design/methodology/approachBased on the literature on the impacts of sustainable practices and corporate social responsibility (CSR) policies on consumer behavior, this study defined a set of seven hypotheses that were tested using data collected from 447 consumers that regularly buy food products at supermarkets. The data were subjected to structural equation modeling using SmartPLS.FindingsThis study confirmed that packaging-free practices positively influence brand image, brand trust, satisfaction and customer loyalty. The expected positive impacts of brand image and satisfaction on customer loyalty were also confirmed. However, the expected impact of brand trust on customer loyalty was not confirmed.Practical implicationsThis article demonstrates how a competitive sector can reap benefits from implementing sustainable practices in the operational domain, particularly by offering packaging-free products at the point of purchase. Thus, as recommended, general retail stores (e.g. supermarkets) gradually increase the stores' offering of packaging-free food products, as this practice has been shown to have positive impacts not only on brand image, but also on customer satisfaction and loyalty.Originality/valueThis study extends the literature on the effects of sustainable practices on customer loyalty, by focusing on a specific practice. Furthermore, this study contributes to the advancement of research on packaging-free practices in retail by developing a research framework and providing evidence on the direct and indirect effects of this specific practice on customer loyalty.

Purpose: This study aims to examine the effect of brand awareness, brand awareness and brand image on customer loyalty, with customer satisfaction as a mediating variable on 3Second clothing products in the Shopee marketplace. Methodology: A quantitative approach is used using a questionnaire as the main data collection tool. The research sample was 105 consumers who had purchased 3Second hirt products on Shopee, which were dominated in Semarang City. Results: The path coefficient hypothesis test shows a direct effect between the independent variables on the dependent variable, that brand awareness and brand image have a positive and significant effect on customer satisfaction, customer satisfaction and brand awareness have a positive and significant effect on customer loyalty, while brand image has no effect on customer loyalty. Then the indirect effect is shown by the specific indirect effect test, namely that brand awareness and brand image have a positive and significant effect on customer loyalty through customer satisfaction as a mediating variable. The coefficient of determination (R²) on customer satisfaction of 0.514 indicates that customer satisfaction is influenced by these factors by 51.4%, while 48.6% is influenced by other variables not studied. Meanwhile, the R-Square value on customer loyalty of 0.511 indicates that customer loyalty is influenced by these factors by 51.1%, while 48.9% is influenced by other variables. Findings: The combined effect of brand awareness, brand image significantly affects customer satisfaction and customer loyalty. Originality: This study provides insight into consumer behavior in purchasing 3Second products on the Shopee marketplace. Novelty: This study highlights the importance of these factors in shaping customer satisfaction which is reinforced by customer loyalty in the context of 3Second clothing products on Shopee. Conclusion: Increasing brand awareness and brand image can increase customer satisfaction and customer loyalty. Type of Paper: Empirical research paper.

This study aims to determine the effect of Emotional Branding, Customer Value, and Brand Image on Starbucks Customer Loyalty Coffee Botani Square Bogor. The type of research used is explanatory. The population in this study were the customers of Starbucks Coffee Botani Square Bogor, using the Hair et al theory, 190 respondents were taken as samples and the sampling technique used was purposive sampling. The data collection method uses questionnaires, interviews, and documentation. The measurement scale is used likert scale. The data analysis method used is the analysis of structural equation modeling (SEM) using the AMOS Ver program. 22.
 From the results of the study, Emotional Branding has a significant positive effect on Customer Loyalty Starbucks Botani Square. This is indicated by that the value of t arithmetic 4.165 is greater than 1.96 or there is a sign of *** on the value of P, while the value of the Customer has a significant positive effect on Customer Loyalty Starbucks Botani Square. This is indicated by that the value of t count 5.142 is greater than 1.96 or there is a sign of *** on the P value and Brand Image has a significant positive effect on Customer Loyalty Starbucks Botani Square. This is indicated by that the value of t count 3.570 is greater than 1.96 or there is a sign of *** on the value of P. While overall Emotional Branding, Customer Value and Brand Image have a positive and significant influence on Customer Loyalty Starbucks Botani Square. It is shown that the magnitude of the effect of Emotional Branding, Customer Value, and Brand Image on customer loyalty is positive with a total influence of 81.8%.
 Suggestions in this study, namely Starbucks Coffee Botani Square Bogor must add to their promotional media, and Starbucks must be able to make their website more interactive to make it more attractive. And Starbucks should start making new products or new formulas that can provide more benefits to consumers from consuming Starbucks products. And to increase customer loyalty, can be done by giving a promise or discount.
 
 Keywords : Emotional Branding, Customer Value, Brand Image and Customer Loyalty

Since the end of the BreadTalk name license period in Indonesia, the franchisor decided to rebrand and change the BreadTalk name to Mako Cake and Bakery. This step was taken to maintain their market share. This is certainly quite risky because it can affect customer satisfaction and loyalty for the formation of a new brand image. Therefore, this study was conducted to see the effect of rebranding on brand image and customer satisfaction and loyalty at Mako. The population in this study consisted of BreadTalk customers in the Tangerang area. While the research sample was taken using purposive sampling technique with a total of 125 respondents. This research is a quantitative study using the Structural Equation Model - Partial Least Square (SEM-PLS) method. The results showed that rebranding has a positive effect on customer satisfaction, customer loyalty, and brand image. Then, brand image has a positive effect on customer satisfaction and loyalty. Finally, customer satisfaction has a positive effect on customer loyalty. After conducting the research, the authors suggest expanding the population to other major cities, in order to represent more BreadTalk customers in Indonesia for the rebranding that has been carried out. In addition, it can also add other supporting variables, such as service quality, product quality, product price, purchasing decisions, or other relevant variables as a research novelty. Keywords: rebranding, brand image, customer satisfaction, customer loyalty.

This study explores the impact of online customer reviews, product quality and brand image on customer loyalty, with customer satisfaction as an intervening variable, for Somethinc and Skintific products on the Shopee and TikTok Live platforms. Using a quantitative SEM-PLS approach, this study involved respondents aged 18 to 35 years old in Bandung. The findings show that product quality and brand image have a significant influence on customer loyalty, while online reviews provide an indirect influence. Customer satisfaction serves as an important mediator, although it is not always consistent across all variables. The trend of fast beauty and the use of social media are the main factors in making purchasing decisions. This study recommends improving product quality and brand image to maintain customer satisfaction and loyalty.

This research aims to evaluate interconnection between brand trust, brand image, customer satisfaction, customer loyalty and perceived quality among 350 reputable brands customers. Thus, study proposes the use of Structural Equation Modeling (SEM) to examine these constructs and their relationship in the context of customer loyalty. The analysis of internal consistency reveals that all constructs are highly reliable with Cronbach’s Alpha values greater than 0.70. Validity analysis, using the Heterotrait-Monotrait Ratio (HTMT), ensures distinctiveness amid constructs. SEM results show significant positive effects: brand trust and brand image both enhance customer satisfaction and loyalty, while the perceived quality positively influences both satisfaction & loyalty. Moreover, customer satisfaction mediates the impact of brand image and perceived quality on customer loyalty. Additionally, the study examines moderating variables, finding that some significantly affect customer loyalty. These findings provide actionable insights for the managers in manufacturing SMEs, emphasizing importance of building brand trust and image, ensuring high perceived quality and fostering the customer satisfaction to cultivate the customer loyalty.

This study aims to determine the effect of brand image and product quality on customer loyalty through consumer satisfaction as an intervening variable in the H3soy soy milk MSME business. This research is an associative research and quantitative research with data collection techniques through a questionnaire/questionnaire. The population in this study were hesoy soy milk customers and the sample in this study amounted to 70 MSME customers of H3soy soy milk as the research sample. The results showed that brand image has a significant effect on consumer satisfaction, it is based on the p value of the two variables is 0.003. Brand image has no significant effect on customer loyalty, it is based on the p value of the two variables is 0.336. Product quality has a significant effect on consumer satisfaction, it is based on the p value of the two variables is 0.004. Product quality has no significant effect on customer loyalty, it is based on the p value of the two variables is 0.108. Consumer satisfaction has a significant effect on customer loyalty, it is based on the p value of the two variables is 0.015. Brand image has a significant effect on customer loyalty through customer satisfaction as an intervening variable, it is based on the p value of the variable is 0.046. Product quality has no significant effect on customer loyalty through customer satisfaction as an intervening variable, it is based on the p value of the variable is 0.089. Product quality has no significant effect on customer loyalty, it is based on the p value of the two variables is 0.108. Consumer satisfaction has a significant effect on customer loyalty, it is based on the p value of the two variables is 0.015. Brand image has a significant effect on customer loyalty through customer satisfaction as an intervening variable, it is based on the p value of the variable is 0.046. Product quality has no significant effect on customer loyalty through customer satisfaction as an intervening variable, it is based on the p value of the variable is 0.089. Product quality has no significant effect on customer loyalty, it is based on the p value of the two variables is 0.108. Consumer satisfaction has a significant effect on customer loyalty, it is based on the p value of the two variables is 0.015. Brand image has a significant effect on customer loyalty through customer satisfaction as an intervening variable, it is based on the p value of the variable is 0.046. Product quality has no significant effect on customer loyalty through customer satisfaction as an intervening variable, it is based on the p value of the variable is 0.089. Consumer satisfaction has a significant effect on customer loyalty, it is based on the p value of the two variables is 0.015. Brand image has a significant effect on customer loyalty through customer satisfaction as an intervening variable, it is based on the p value of the variable is 0.046. Product quality has no significant effect on customer loyalty through customer satisfaction as an intervening variable, it is based on the p value of the variable is 0.089. Consumer satisfaction has a significant effect on customer loyalty, it is based on the p value of the two variables is 0.015. Brand image has a significant effect on customer loyalty through customer satisfaction as an intervening variable, it is based on the p value of the variable is 0.046. Product quality has no significant effect on customer loyalty through customer satisfaction as an intervening variable, it is based on the p value of the variable is 0.089.

Purpose The present study developed an integrated model to evaluate the relationship between service quality, brand image, customer satisfaction and customer loyalty in the context of Myanmar’s construction industry. Design/methodology/approach Data on the study variables were gathered from a cross-sectional survey of 210 client organizations that own private buildings in Myanmar. A factor analysis-validated structural equation model was developed to assess the research hypotheses and conceptual framework. Findings The results supported an integrated model in which brand image partly mediated the effects of service quality on customer satisfaction. Besides, the brand image and customer satisfaction fully mediated the impact of service quality on customer loyalty. Brand image exerted indirect effects on customer loyalty through customer satisfaction. The study further identified the direct effects of service quality on brand image and customer satisfaction, brand image on customer satisfaction and customer satisfaction on customer loyalty. Originality/value While prior studies have explored service quality in the construction industry, no integrated model has been developed to identify the relationship between service quality, brand image, customer satisfaction and customer loyalty in construction project settings. This study filled this critical gap in the literature by offering a unique perspective on the study variables and their interrelationships.

Business competition has become very tight and marketing is the main key for a business to run well. This causes many business people to do their marketing via the internet and generate sales, hence the emergence of online stores (electronic commerce). Shopee is one of the most used and visited e-commerce sites in Indonesia. In the first quarter of 2023, Shopee e-commerce was ranked first among the first visitors compared to other e-commerce. In this regard, researchers are interested in conducting research with the title The Mediating Role of Customer Satisfaction in the Relationship between Brand Image and Product Quality and Customer Loyalty (Case Study of Shopee e-commerce). The type of research used is research with a conclusive design, namely a type of inferential research which aims to test a certain hypothesis, either through in-depth research into a problem (descriptive) or looking for relationships between variables (correlative) between the independent variable and the dependent variable. The research results show that brand image has a positive and insignificant effect on customer satisfaction. Brand image has a positive and insignificant effect on customer loyalty. Product quality has a positive and significant effect on customer satisfaction. Product quality has a positive and significant effect on customer loyalty. Customer satisfaction has a positive and insignificant effect on customer loyalty. Brand image has a positive and insignificant indirect effect on customer loyalty through customer satisfaction. Product quality has a positive and insignificant indirect effect on customer loyalty through customer satisfaction.

The effect of brand image on customer loyalty toward supplementary products market are a critical aspect of marketing strategy, particularly in the health and wellness industry. This study aims to investigate the relationship between brand image and customer loyalty specifically within the context of supplementary products. By analyzing survey data collected from a diverse sample of consumers, this study seeks to identify key drivers of brand image and loyalty in the supplementary product market. It will employ statistical techniques such as regression analysis to assess the strength and significance of relationships between variables. Through a comprehensive review of existing literature and empirical research, this study will explore how various elements of brand image, such as perceived quality, trustworthiness, and alignment with health goals, influence consumer loyalty toward Supplementary products. It will also examine the role of factors like brand reputation, packaging, marketing communication, and consumer perceptions of product efficacy in shaping brand image and subsequent loyalty. The findings of this study are expected to provide valuable insights for Supplementary products manufacturers and marketers seeking to enhance brand image and foster greater consumer loyalty. By understanding the factors that drive consumer perceptions and behaviors in this market segment, companies can develop more effective branding strategies, product formulations, and communication approaches to attract and retain loyal customers. Ultimately, the study aims to contribute to the body of knowledge on brand management and consumer behavior in the context of health-related products. Keywords: Customer Loyalty, Brand Image and Supplementary Products.

Customer loyalty is a major factor for success in doing business, customer loyalty in doing business is influenced by service quality, brand image, and consumer satisfaction. This study aims to identify the effect of service quality, brand image, and customer satisfaction on customer loyalty at Go Food. This study used a non-probability convenience sampling technique in sampling. Primary data collected in this study amounted to 250 respondents. The statistical analysis technique used in this study is Structural Equation Modelling (SEM) with Smart PLS version 3.2.9 software. The results of the data analysis show that service quality has a positive and significant influence on brand image, customer satisfaction, and customer loyalty. Brand image has a positive and significant influence on customer satisfaction and loyalty, as well as customer satisfaction which has a positive and significant influence on customer loyalty.

This study aims to explore the influence of Product Quality, Brand Image and Price on Customer Satisfaction and Customer Loyalty in e-cigarette products. This study identified that the largest number of e-cigarette users are in the age range of 21-30 years (Generation Z). The main factors that influence customer satisfaction and loyalty among this generation include product quality, brand image, and price. This is due to the tendency of Generation Z to be very sensitive to product quality, brand trust, and price considerations in making purchasing decisions. This study uses a qualitative approach by conducting in-depth interviews with regular e-cigarette consumers and analyzing customer satisfaction and loyalty towards e-cigarette products. The findings show that quality products affect customer satisfaction and loyalty, in addition, a positive brand image, supported by a good product image and user image will form strong brand values, quality products with a strong brand image will affect customer satisfaction and loyalty if the product has a competitive price, contributing significantly to customer satisfaction and loyalty. The practical implications of this study are the importance of product quality, brand image and price as a strategy to increase long-term customer satisfaction and loyalty in e cigarette products in the Indonesian cigarette industry. This study also needs to know that there needs to be quality control of a product and maintaining a positive image of a product by setting competitive prices on e-cigarettes is very helpful in increasing the satisfaction and loyalty of e-cigarette customers. Customer satisfaction and loyalty are investments from an industry to expand the target market of a product.

The rapid development and aggressive competition in the marketing segment in the telecommunication network industry coupled with increasing emergence of new service providers in Ghana has called for strategies aiming at enhancing and optimizing the customer loyalty of existing customer as well attracting newly potential customers. It is against this background that Customer loyalty has taken the center stage in the telecommunication network marketing. Motivated by this, the paper examined the extent to which customer perceptions on service quality, service price fairness and brand image of the telecommunication service providers in Ghana influence customer loyalty. A total sample of two hundred and fifteen (215) customers of the telecommunication service providers in three regions in Ghana were randomly selected for the study. The structural equation modeling with the Smart PLS-SEM computer software version 3.0 was used to analysis the data collected. The results revealed that, there is a positive significant impact of customer perceptions on service quality, service price fairness, and brand image customer loyalty. There is also a positive significant impact of customer perceptions on service quality, service price fairness, and brand image on customer satisfaction. The mediation mechanism analysis also confirmed that customer satisfaction served as a partial mediation between customer perceptions on service quality, service price fairness, and brand image and customer loyalty. The study recommends that, Telecommunication network providers in Ghana place particular emphasis on improving their network, pricing, branding, coverage, connection, voice call, and overall network quality to improve customer satisfaction and loyalty . Keywords: Telecommunication Network Providers, Ghana, Customer Loyalty, Customer perception DOI: 10.7176/JMCR/75-02 Publication date: January 31 st 2021

This study aims to analyze the effect of service quality, price fairness, customer satisfaction, and trust on customer loyalty, with brand image as a moderating variable, on low-cost carrier (LCC) airlines in Indonesia. The LCC industry faces tough challenges, with fluctuations in demand and the need to keep prices affordable without sacrificing service quality. Therefore, price fairness and brand image are key in increasing customer satisfaction, trust and loyalty. This study uses a quantitative approach with descriptive and causal designs, and a structured survey of LCC airline customers. Data were analyzed using PLS-SEM (Partial Least Squares Structural Equation Modeling), which includes service quality dimensions (reliability, tangible, assurance, empathy), price fairness, customer satisfaction, trust, and its effect on customer loyalty. The results showed that service quality has a positive effect on price fairness and customer satisfaction, but not directly on customer loyalty. Price fairness proves to be important to encourage customer satisfaction and customer loyalty, while customer satisfaction acts as a mediator in the relationship, and has a direct effect on trust and customer loyalty. Trust contributes significantly to building customer loyalty. However, brand image does not moderate the relationship between service quality and price fairness, suggesting that LCC customers' decisions are based more on functional evaluation. The findings make theoretical and practical contributions to improving service quality and creating a satisfying customer experience.