The Impact of Mobile Service Quality and Brand Image on Customer Loyalty
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Jun 25, 2021
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Abstract
The purpose of this study is to examine whether mobile service quality and brand image have positive impact on customer loyalty with customer satisfaction as intervening (mediating) variable. The survey method used in this study. Data collection was carried out using a questionnaire instrument to respondents has been using service from GoFood Mobile Application in Jabodetabek, Yogyakarta, Surabaya, Bandung and Makassar. The sampling technique was carried out by convenience sampling. The approach used is Partial Least Square-Structural Equation Modeling using the SmartPLS 3.0 program. The results showed that mobile service quality and brand image had a positive impact on customer loyalty with customer satisfaction as intervening variable.
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How to Cite
Mulyono, R. A., & Lamhot Henry Pasaribu. (2021). The Impact of Mobile Service Quality and Brand Image on Customer Loyalty. Enrichment : Journal of Management, 12(1), 1-7. https://doi.org/10.35335/enrichment.v12i1.141
References
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[28] Wulfert, T. (2019). Mobile app service quality dimensions and ewquirements for mobile shopping companion apps. Junior Management Science, 339-391.
[29] Rita, P., Oliveira, T., & Farisa, A. (2018). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon.
[30] Barnes, S. J., & Vidgen, R. (2000). WebQual: An exploratory of web-service quality. Proceedings of the 8th European Conference on Information System, Trends in Information and Communication System for the 21st Centuy. Vienna: ECIS.
[31] Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring and predicting Etail Quality. Journal of Retailing, 183-198.
[32] Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-Qual: A multiple-item scale for assesing electroning service quality. Journal of Service Research, 59-72.
[33] Rudolph, T., Nagengast, L., Melanie, B., & Bouteiller, D. (2015). Die nutzung mobiler shopping apps im kaufprozess. Marketing Review St. Gallen, 42-49.
[34] Grewal, D., Ahlbom, C. P., Bietelspacher, L., & Noble, S. M. (2018). In-store mobile phone use and customer shopping behavior: Evidence from the field. Journal of Marketing.
[35] Kuo, T., Tsai, G. Y., Lu, I. Y., & Chang, J. S. (2016). Relationships among Service Quality, Customer Satisfaction and Customer Loyalty: A Case Study on Mobile Shopping APPs. The 17th Asian Pacific Industrial Engineering and Management Systems Conference. Taipei: APIEMS.
[36] Huang, L., Muning, W., Zhiling, C., Deng, B., & Huang, W. (2020). Brand image and customer loyalty: Transmitting roles of cognitive and affective brand trust. Social Behavior and Personality, 1-12.
[37] Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Global Edition. London: Pearson Education Limited.
[38] Rahhal, W. (2015). The Effects of Service Quality Dimensions on Customer Satisfaction: An Empirical Investigation in Syrian Mobile Telecommunication Services. International Journal of Business and Management Invention, 4(5), 81-89.
[39] Puriwat, W., & Tripopsakul, S. (2017). The Impact of E-Service Quality on Customer Satisfaction and Loyalty in Mobile Banking Usage: Case Study of Thailand. Polish Journal of Management Studies, 15(2), 183-193.
[40] Wijaya, B. S. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5(31), 55-65.
[41] Keller, K. L. (2013). Strategic brand management, 4th edition. London: Pearson Education.
[42] Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
[43] Kalieva, O. M. (2015). Development of territory brand image: The marketing aspect. Review of European Studies, 23.
[44] Kapferer, J.-N. (2008). The New Strategic Brand Management. Philadelphia: Kogan Page.
[45] Dayanti, A. D., N. S., & Subagyo, H. D. (2019). The effect of brand image and brand trust on customer satisfaction and customer loyalty of Ara Shop Sidoarjo. Journal of World Conference, 257-262.
[46] Oliver, R. L. (2015). Satisfaction: A behavioral perspective on the consumer. New York: Routledge.
[47] Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 204-212.
[48] Homburg, C., Jensen, O., & Harley, K. (2008). Configuration of Marketing and Sales: A Taxonomy. Journal of Marketing, 77(2), 133-154.
[49] Sugiyono. (2019). Metode penelitian kuantitatif. Bandung: ALFABETA.
[50] Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 6, 33-44.
[51] Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLE-SEM. European Business Review, 3, 2-24.
[52] Leninkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 450-465.
[2] The Jakarta Post. (2019, August 27). Gojek once again in Fortune’s top-20 list of companies changing the world. Retrieved from https://www.thejakartapost.com/adv/2019/08/27/gojek-once-again-in-fortunes-top-20-list-of-companies-changing-the-world.html
[3] Statista. (28 September 2020). Top 10 e-commerce sites in Indonesia 2020. https://www.statista.com/statistics/869700/indonesia-top-10-e-commerce-sites/.
[4] Gojek. (2019, September 26). GoFood Terus Memimpin Pasar Layanan Pesan-Antar Makanan di Indonesia. Retrieved from https://www.gojek.com/blog/gojek/GoFood-Pimpin-Pasar-Layanan-Pesan-Antar-Makanan/
[5] Hastuti, R. K. (2020, Februari 11). Pelanggan GoFood Melesat 2 Kali Lipat pada 2019. Retrieved from https://www.cnbcindonesia.com/tech/20200211203713-37-137118/pelanggan-gofood-melesat-2-kali-lipat-pada-2019
[6] Silviana, C. (2019). Gojek claims to be Indonesia’s largest food delivery company, beating Grab. KrAsia. Retrieved from https://kr-asia.com/gojek-claims-to-maintain-its-position-as-indonesias-largest-food-delivery-company-beating-grab
[7] Grab. (2019). GrabFood Celebrates New Milestones in Indonesia. Jakarta. Retrieved from https://www.grab.com/id/en/blog/grabfood-rayakan-sejumlah-pencapaian-terbaru-di-indonesia/
[8] Mime. (2019). Go-Jek and Grab Claimed to be the Market Leader. Retrieved from https://www.mime.asia/go-jek-and-grab-claimed-to-be-the-market-leader/
[9] Buzzell, R. D., Gale, B. T., & Sultan, R. G. (1975). Market Share: A Key to Profitability. Harvard Business Review.
[10] Hayes, A. S. (2020). The Behavioral Economics of Pierre Bourdieu. Journal Indexing & Metrics.
[11] Wirtz, J., & Lovelock, C. (2018). Essentials of Service Marketing, 3rd Edition. London: Pearson Education Limited.
[12] Odhiambo, A. L. (2018). Product differentiation, customer loyalty and market share in the oil marketing industry in Kenya. University of Nairobi.
[13] Ngo, V. M., & Nguyen, H. (2016). The relationship between service quality, customer satisfaction and customer loyalty: An investigation in Vietnamese retail banking sector. Journal of Competitiveness, 103-116.
[14] Shemwell, D. J., Yavas, U., & Bilgin, Z. (1998). Customer-service provider relationships: An empirical test of a model of service quality, satisfaction and relationship-oriented outcomes. International Journal of Service Industry Management, 155-168.
[15] Wang, W. T., & Chen, W. Y. (2016). Assessing the effects of mobile service quality on customer satisfaction and the continued usage intention of mobile service: A study of non-gaming mobile apps. Springer International Publishing Switzerland, 459-467.
[16] Golbasi, B. T. (2019). A model suggestion for customer satisfaction in the process of using mobile shopping applications: The role of personal innovativeness as a moderator. Istanbul Aydin University.
[17] Desmal, A. J., Othman, M. K., Hamid, S., & Zolait, A. (2019). Proposing a Service Quality Framework for Mobile Commerce. International Conference for Emerging Technologies in Computing (pp. 203-212). Springer.
[18] Stiakakis, E., Petridis, K., & Georgiadis, C. K. (2013). Analyzing m-service quality dimensions using multivariate statistical techniques. International Conference on Mobile Business (p. 24). Berlin: ICMB.
[19] Ryza, P. (2015). Indonesia Penyumbang Tren M-Commerce Tertinggi di Asia Tenggara. Retrieved from https://dailysocial.id/post/criteo-indonesia-m-commerce
[20] Neupane, R. (2015). The effects of brand image on customer satisfaction and loyalty intention in retail super market chain UK. International Journal of Social Sciences and Management 2, 9-26.
[21] Isoraite, M. (2018). Brand Image Development. Ecoforum.
[22] Zhang, Y. (2015). The Impact of Brand Image on Consumer Behaviour: A Literature Review. Open Journal of Business and Management, 58-62.
[23] Nazir, B., Jamil, M., & Ali, M. (2016). The impact of brand image on the customer retention: A mediating role of customer satisfaction in Pakistan. International Journal of Business and Management Invention, 56-61.
[24] Suki, N. M. (2011). A structural model of customer satisfaction and trust. International Journal of Business Science & Applied Management, 18-30.
[25] Larasati, R. A. (2019). GoFood Catat Peningkatan Pengguna. Jakarta: Kompas. Retrieved from https://money.kompas.com/read/2019/10/04/170949226/gofood-catat-peningkatan-pengguna
[26] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 12-40.
[27] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing.
[28] Wulfert, T. (2019). Mobile app service quality dimensions and ewquirements for mobile shopping companion apps. Junior Management Science, 339-391.
[29] Rita, P., Oliveira, T., & Farisa, A. (2018). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon.
[30] Barnes, S. J., & Vidgen, R. (2000). WebQual: An exploratory of web-service quality. Proceedings of the 8th European Conference on Information System, Trends in Information and Communication System for the 21st Centuy. Vienna: ECIS.
[31] Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring and predicting Etail Quality. Journal of Retailing, 183-198.
[32] Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-Qual: A multiple-item scale for assesing electroning service quality. Journal of Service Research, 59-72.
[33] Rudolph, T., Nagengast, L., Melanie, B., & Bouteiller, D. (2015). Die nutzung mobiler shopping apps im kaufprozess. Marketing Review St. Gallen, 42-49.
[34] Grewal, D., Ahlbom, C. P., Bietelspacher, L., & Noble, S. M. (2018). In-store mobile phone use and customer shopping behavior: Evidence from the field. Journal of Marketing.
[35] Kuo, T., Tsai, G. Y., Lu, I. Y., & Chang, J. S. (2016). Relationships among Service Quality, Customer Satisfaction and Customer Loyalty: A Case Study on Mobile Shopping APPs. The 17th Asian Pacific Industrial Engineering and Management Systems Conference. Taipei: APIEMS.
[36] Huang, L., Muning, W., Zhiling, C., Deng, B., & Huang, W. (2020). Brand image and customer loyalty: Transmitting roles of cognitive and affective brand trust. Social Behavior and Personality, 1-12.
[37] Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Global Edition. London: Pearson Education Limited.
[38] Rahhal, W. (2015). The Effects of Service Quality Dimensions on Customer Satisfaction: An Empirical Investigation in Syrian Mobile Telecommunication Services. International Journal of Business and Management Invention, 4(5), 81-89.
[39] Puriwat, W., & Tripopsakul, S. (2017). The Impact of E-Service Quality on Customer Satisfaction and Loyalty in Mobile Banking Usage: Case Study of Thailand. Polish Journal of Management Studies, 15(2), 183-193.
[40] Wijaya, B. S. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5(31), 55-65.
[41] Keller, K. L. (2013). Strategic brand management, 4th edition. London: Pearson Education.
[42] Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
[43] Kalieva, O. M. (2015). Development of territory brand image: The marketing aspect. Review of European Studies, 23.
[44] Kapferer, J.-N. (2008). The New Strategic Brand Management. Philadelphia: Kogan Page.
[45] Dayanti, A. D., N. S., & Subagyo, H. D. (2019). The effect of brand image and brand trust on customer satisfaction and customer loyalty of Ara Shop Sidoarjo. Journal of World Conference, 257-262.
[46] Oliver, R. L. (2015). Satisfaction: A behavioral perspective on the consumer. New York: Routledge.
[47] Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 204-212.
[48] Homburg, C., Jensen, O., & Harley, K. (2008). Configuration of Marketing and Sales: A Taxonomy. Journal of Marketing, 77(2), 133-154.
[49] Sugiyono. (2019). Metode penelitian kuantitatif. Bandung: ALFABETA.
[50] Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 6, 33-44.
[51] Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLE-SEM. European Business Review, 3, 2-24.
[52] Leninkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 450-465.