The role of brand image and customer commitment in mediating service quality towards customer loyalty

https://doi.org/10.21744/irjmis.v9n1.2006

Authors

  • Anak Agung Bagus Putra Mahatama Faculty of Economics and Business, Udayana University, Denpasar, Indonesia
  • Made Wardana Faculty of Economics and Business, Udayana University, Denpasar, Indonesia

Keywords:

brand image, customer commitment, customer loyalty, service quality, village credit institution

Abstract

The purpose of this study is to explain the role of brand image and customer commitment in mediating the effect of service quality on customer loyalty. The population in this study is customers at Kedonganan Village Credit Institution. The purposive sampling method has been used with 130 respondents included. Questionnaires were distributed and the result are analyzed using PLS (Partial Least Square) technique. The results of this study indicate that service quality has a positive and significant effect on brand image, customer commitment, and customer loyalty at Kedonganan Village Credit Institution. There was a significant role of brand image and customer commitment in mediating the effect of service quality on customer loyalty at Kedonganan Village Credit Institution. In order to improve brand image and customer commitment, it is hoped that Kedonganan Village Credit Institution will be able to provide faster service, attractive promotions, and technology improvement to encourage customer loyalty.

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Published

2021-12-19

How to Cite

Mahatama, A. A. B. P., & Wardana, M. (2021). The role of brand image and customer commitment in mediating service quality towards customer loyalty. International Research Journal of Management, IT and Social Sciences, 9(1), 79-89. https://doi.org/10.21744/irjmis.v9n1.2006

Issue

Section

Peer Review Articles