Impact of Service Quality, Price, and Brand on Loyalty with the mediation of Customer Satisfaction on Pos Ekspres in East Java

Abstract

The study examines the effect of service quality, price, brand image on customer satisfaction. This study also investigates the effect of loyalty, customer satisfaction on customer loyalty. The population is the customers who use the express post services in East Java, which consists of walk-in customers and account customer. Total sample of 133 respondents is drawn using purposive sampling method, the respondents came from Surabaya, Malang and Jember representing large cities, medium and small. The model analysis is structural equation modeling (SEM). The results showed that: good quality of service that meet customer expectations significantly affects customer satisfaction and loyalty, or vice-versa, a good price (according to the quality, affordable, and competitive) significantly influence the improvement of customer satisfaction and loyalty, or vice-versa, brand image has significant positive effect on customer satisfaction or vice-versa, increasing customer satisfaction significantly influence on increasing customer loyalty or vice-versa but the brand image significantly has no direct effect on customer loyalty.