The Effect of Customer Satisfaction, Brand Trust, and Switching Barriers on Customer Retention of Users of Grab Online Transportation Services in the City of Surabaya

Abstract

This study aims to determine how customer satisfaction, brand trust, and switching barriers affect customer retention in Grab online transportation user services in Surabaya. The method in this study uses a quantitative approach. One hundred twenty respondents were obtained as research samples using non-probability sampling with a purposive sampling technique. The selected sample is consumers who have used Grab online transportation services. Data was collected via a survey via a Google form, then analyzed using Structural Equation Modeling (SEM) via Partial Least Square (PLS). The fact explains that the variables of customer satisfaction, brand trust, and switching barriers positively contribute to the customer retention variable.