The effects of customer satisfaction, perceived service quality, perceived value, and brand image on customer loyalty

Abstract

The purpose of this study was to analyze the effects of customer satisfaction, service quality, perceived value and brand image on consumer loyalty through a quantitative method. The research was conducted in schools in Indonesia. The sample of respondents in this study were 308 of owners of Small and Medium Enterprises (SMEs). The sampling method used was simple random sampling. Data collection techniques were accomplished using online questionnaires through social media. The measurement scale in this study was a Likert scale with a range of 1-7 and data analysis was performed using structural equation modeling (SEM) with data processing software SmartPLS software. The independent variables in this study were customer satisfaction, perceived service quality, perceived value, and brand image, while the dependent variable was customer loyalty. Based on the results of the study, it was found that satisfaction has a positive and significant effect on consumer loyalty. However, perceived service quality, perceived value and brand image had no significant effects on consumer loyalty.