Service Quality, Brand Image and Customer Satisfaction Influence Loyalty (Study on Citilink Airline Passengers)

Abstract

Loyalty is a commitment possessed by customers to remain loyal in using a particular service or product. This study aims to find out: (1) the description of service quality, brand image, customer loyalty and satisfaction on Citilink airline passengers; (2) the influence of service quality, brand image on customer satisfaction on Citilink airline; (3) the influence of customer satisfaction on loyalty on Citilink airline; (4) the direct and indirect influence of service quality, brand image on loyalty through the satisfaction of Citilink airline customers. The data were analyzed using descriptive analysis and path analysis. The population in this study were Citilink passengers at Abdurahman Saleh Airport, Malang with a sample of 380 respondents and using questionnaires as research instruments. The results obtained in this study are (1) service quality and brand image have a positive and significant influence on customer satisfaction on Citilink airline; (2) customer satisfaction has a positive and significant influence on loyalty on Citilink airline; (4) service quality, brand image has a positive and significant influence both directly and indirectly on loyalty through Citilink airline customer satisfaction. Keywords: service quality, brand image, loyalty, customer satisfaction DOI : 10.7176/EJBM/11-12-08 Publication date : April 30 th 2019