The Influence of Services Quality on Brand Image and Customer Satisfaction (Survey of the Garuda Indonesia Passenger Domiciled in Malang East Java)
| Main Author: | Adhitama, Radhitya |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2017
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| Subjects: | |
| Online Access: |
http://repository.ub.ac.id/119484/1/051703891-FULL_text..pdf http://repository.ub.ac.id/119484/ |
Daftar Isi:
- This research objectives are to: (1) examine the influence of Service Quality on Brand Image, (2) examine the influence of Service Quality on Customer Satisfaction, (3) examine the influence of Brand Image on Customer Satisfaction. This research used explanatory research with quantitative approach. The variables of this research are Service Quality, Brand Image and Customer Satisfaction. Total sample were 138 passenger of Garuda Indonesia Domiciled in Malang East Java who have been using Garuda Indonesia Airlines in the past year and it elected by Purposive Sampling Technique. Data were collected valid and reliable by the answer of respondent’s questionnaire and analyzed by Descriptive and Path analysis. The result of path analysis showed that: (1) Service Quality has significant influence on Brand Image; (2) Service Quality has significant influence on Customer Satisfaction; (3) Brand Image has significant influence on Customer Satisfaction. Therefore, Garuda Indonesia Airlines should maintain and improve service quality and a good brand image in order to provide customer satisfaction.