THE EFFECT OF SERVICE QUALITY, CUSTOMER RELATIONSHIP MARKETING, AND BRAND IMAGE ON CUSTOMER LOYALTY AND CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE

Authors

  • Ilham Windiari Mercu Buana University, Jakarta
  • Djumarno Djumarno Mercu Buana University, Jakarta

DOI:

https://doi.org/10.38035/dijefa.v1i6.742

Keywords:

SERVQUAL, CRM, Brand Image, Satisfaction, Loyalty

Abstract

Nowadays, intense competition does not only occur in the economic sector, but also penetrates the education sector. There is an analysis gap between information system services, the role of customer relations, and the image of the institution that has not been recognized, has an impact on student satisfaction, as well as the alleged decline in new students based on student and family recommendations. With the consideration of service quality, strategies to build relationships with customers and improve brand image, will determine the level of student satisfaction so as to form student loyalty. This study aims to analyze the effect of Service Quality, Customer Relationship Marketing and Brand Image on Loyalty with Satisfaction as an intervening variable (case study of Academy Telkom Jakarta). This research is categorized in Explanatory Research, with the method of survey using a questionnaire. The sampling technique used is Probability Sampling for a population of 506 student, and considering 305 respondents with Stratified Random sampling method. The analysis used LISREL 8.70 for Structural Equation Modeling (SEM), with a factor loading of 0.05. The results, concluded that there is a relationship between the SERVQUAL, CRM and BRAND variables with the SATISFACTION and LOYALITY variables. Be concluded that, if service quality, customer relationship marketing and brand image are improved, the level of satisfaction will increase, followed by an increase in consumer loyalty..

References

Albari, 2009. The Influence of the Quality of Private Higher Education Services on Student Loyalty . Sisast Bisnis Journal Vol 13 No 3, December 2009 Pages: 203-215
Bilson Simamor, 2008. Winning the Market With Effective And Profitable Marketing . Jakarta. Gramedia Pustaka Utama
Buttle, F. 2009. Customer Relationship Management: Concept And Tools . Elsevier Science Publisher
Chan, Syafrudidin. 2013 . Relationship Marketin g. Gramedia. Jakarta.
Egan, John. 2013. Relationship Marketing . Fourth Edition Prentice Hall. Financial Times
Gultom, Dedek K. Ginting, P. and Sembiring, B. 2014. Analysis of Service Quality and Company Image Against Customer Loyalty at STIMIK Mandika Bandung . Journal of Management & Business Vol 14 No 01
Husein, Umar. 2009. Application Research Methodology For Marketing . Gramedia. Jakarta
Kotler, Philip & Keller, Kevin Lane. 2013. Marketing Management . 17th Edition, Prentice Hall International. New Jersey
Kotler, Philip And Gary, Armstrong. 2010. Marketing Basics Translated By Alexander Sindoro, Volume 1, Nineteenth Edition . PT Index. Jakarta
Kotler, Philip. 2009. Marketing Management . Jakarta: PT Erlangga
Leonard, Dadang Kusnandar. 2018. The Loyalty Model of Private University Student . International Research Journal of Business Studies Vol 7. 55-68
Lovelock, C And Wright, W. 2007. Management of Service Fees . Second Edition, Index. Jakarta
Lupiyoadi, R and Hamdani, A. 2008. Service Marketing Management . CV Alfabeta. Jakarta
Maulana, Yassyir. 2012. Analysis of the Effect of Servqual on Student Satisfaction and Loyalty (Case Study in the Department of Mechanical Engineering at "XYZ" University). Journal of Mechanical engineering Vol 3, no.1
Riadi, Edi, 2018, SEM Statistics Structural Equation Model with LISREL . Publisher Andi, Yogjakarta
Saputra, MH 2011. Analysis of the Effect of Relationship Marketing on Loyalty Mediated by Customer Satisfaction . Journal of Business and Marketing Vol 1, No 2
Sinambela, Lijan Poltak. 2006. Public Service Reform: Theory, Policy, and Implementation . PT Bumi Aksara. Jakarta
Sugiono, 2009. Business Research Methods . Alfabeta. Bandung
Sumarwan, Ujang. 2008. Consumer Behavior, Theory and Its Application in Marketing . Second printing. Ghalia Indonesia. Jakarta
Sarjono, Haryadi and Winda Julianita. 2011. SPSS Vs Lisrel An Introduction To Applications For Research. Salemba Empat Jakarta
Tjiptono, Fandi. 2008 . Modern Business Strategy. Andi Offset. Yogyakarta
Zeithaml, Valerie A, A. Parasuraman And Leonardo L, Barry. 1994. Delivering Quality Service, Balancing Customer Perception And Expectations . The Press. USA
Zulkifli. 2012. Relationship Marketing to Customer Retention and Customer Loyality to Customers of Bank Mega Tbk Malang . Journal of Management and Accounting Volume 1 Number 1

Downloads

Published

2021-02-15

Issue

Vol. 1 No. 6 (2021): Dinasti International Journal of Economics, Finance & Accounting (January - February 2021)

Section

Articles

License

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).