THE EFFECTS OF SERVICE QUALITY AND CORPORATE REBRANDING ON BRAND IMAGE, CUSTOMER SATISFACTION, BRAND EQUITY AND CUSTOMER LOYALTY: STUDY IN ADVERTISING COMPANY AT TVONE

Aspizain Chaniago

doi:10.18551/rjoas.2016-12.26

Abstract

The purpose of this study was to analyze the effects of service quality on brand image, service quality on customer satisfaction, service quality on brand equity, service quality on customer loyalty, corporate rebranding on brand image, corporate rebranding on customer satisfaction, corporate rebranding on brand equity, brand image on customer satisfaction, corporate rebranding on customer loyalty, brand image on brand equity, brand image on customer loyalty, customer satisfaction on customer loyalty, brand equity on customer loyalty. The population of this study consisted of loyal 173 corporate advertisers to tvOne an Indonesian national television company. The sample for this study was set as many as 173, but only 144 respondents who returned the feedback as part of the study. The 144 data were analyzed by using descriptive and inferential analysis of SEM. The research has proven that (1) the service quality significantly affects the brand image; (2) the service quality significantly influence the customer satisfaction; (3) the service quality significantly affects the brand equity; (4) the service quality significantly affects the customer loyalty; (5) the corporate rebranding has significant effects on the brand image; (6) the corporate rebranding has no significant effect on the customer satisfaction; (7) the corporate rebranding has no significant effect on brand equity; (8) the corporate rebranding has no significant effect on the customer loyalty; (9) the brand image has significant effect on the customer satisfaction; (10) the brand image has significant effects on the brand equity; (11) the brand image does not have significant effects on the customer loyalty; (12) significant effects from the customer satisfaction on customer loyalty; and (13) significant effects of the brand equity on the customer loyalty.

Highlights

The development of today's business world has increasingly been very competitive, especially in the increase fulfillment towards the human needs
Minor innovation is innovation that aims to be better than the competitors, while moderate innovation is innovation that aims to improve the relationship with customers through new products or services, while the highest innovation is major innovation in which the company radically may change the positioning in the market, change and alter brand differentiation
In the disclosure condition of channel tvOne set as the object to be studied based on the presence of symptoms and problems of innovation in relation to minor, moderate and major innovations to the service quality and corporate rebranding, where the feasibility of objects based on the channel tvOne as the service changes since the corporate rebranding from Lativi into tvOne, so it was relevant to be the object of this research

Summary

Introduction

The development of today's business world has increasingly been very competitive, especially in the increase fulfillment towards the human needs. The vast development of the market has prompted the companies to find the gap to increase the customer loyalty as reflected in the company achieved profits (Fornel, 1992). Such strategies in order to gain loyal customers are essential to create a sustainable competitive advantage (Roberts et al, 2003). Minor innovation is innovation that aims to be better than the competitors, while moderate innovation is innovation that aims to improve the relationship with customers through new products or services, while the highest innovation is major innovation in which the company radically may change the positioning in the market, change and alter brand differentiation. The previous empirical studies have been conucted by Liao (2009) as the framework to examine the core of the biggest factors that may affect customer loyalty, to test the effect of the variables including the service quality to the perception of values, trusts, customer satisfaction and customer loyalty

Objectives

Methods

Results

Conclusion