The Impact of Service Quality and Brand Image toward Customer Loyalty in the Indonesian Airlines Industry
This research was conducted in order to determine and understand the impact of service quality and brand image toward customer loyalty in the Indonesian airlines industry. This research implements survey method, in which questionnaires were used as tools to collect the data needed for this research. A total of 550 respondents participated in this research, in which all questionnaires were deemed valid to be analyzed. Data were then analysed using PLS-SEM method using SmartPLS 3.2.7 Software. Based on the results of the data analysis, it was found that both service quality and brand image had a positive and significant impact on customer loyalty, with service quality had a stronger impact compared to brand image. Based on these result, author would like to suggest to companies conducting their business in the Indonesian Airlines Industry to improve the level of quality regarding the service that they offer to the customers, while they should also be able to maintain and improve the image of the brand in order to enhance the positive image of the brand in the public’s mind. To author’s knowledge, this is one of a few researches which conduct an assessment regarding the relationship between variables in the airlines industry using PLS-SEM approach.
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