THE EFFECT OF SERVICE QUALITY ON BRAND LOYALTY THROUGH CUSTOMER ORIENTATION, CUSTOMER SATISFACTION AND CUSTOMER RELATIONSHIP MANAGEMENT (STUDY ON BUSWAY MODE USERS IN JAKARTA)

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Agus Sriyanto, Armanu, Atim Djazuli, Wahdiyat Moko

Vol 17, No 12 ( 2022 )   |  Licensing: CC 4.0   |   Pg no: 3351-3371   |   Published on: 30-12-2022

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Abstract
This study aimed to examine the effect of service quality on brand loyalty, customer orientation and customer satisfaction, customer orientation on customer satisfaction, and the effect of customer satisfaction on brand loyalty in Busway Moda. It also analyzes customer satisfaction in mediating the effect of service quality on loyalty and examines the role of customer orientation in mediating the effect of service quality on customer satisfaction. As well as the role of customer relationship management in moderating customer satisfaction on brand loyalty. The population in this study is unknown (infinite). Sampling was carried out using the incidental sampling method around Transjakarta public transportation service users corridor 13 (Ciledug – Blok M) DKI Jakarta. The samples taken in this study were 192 samples. Data analysis method using WarpPLS 6.0. The results of service quality research have a significant effect on brand loyalty. Service quality has no significant effect on customer orientation. Service quality has a significant effect on customer satisfaction. Customer orientation has no significant effect on customer satisfaction. Customer satisfaction has no significant effect on brand loyalty. Customer satisfaction can mediate the effect of service quality on brand loyalty. Customer orientation can mediate the effect of service quality on customer satisfaction. Customer relationship management cannot moderate the effect of customer satisfaction on brand loyalty.

Keywords:
Customer Satisfaction, Service Quality, Brand Loyalty, Customer Orientation, customer relationship management

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