​Mediating Role of Customer Satisfaction in Gojek Customer Loyalty: E-Service Quality, Brand Image, and Trust

Abstract

This study examines the effects of e-service quality, brand image, and trust on customer loyalty, with customer satisfaction as a mediating variable, among Gojek app users in Jabodetabek. A quantitative approach was employed through a survey of 230 respondents selected using proportional random sampling method. Data were collected using questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that e-service quality, trust, and customer satisfaction have positive and significant effects on customer loyalty, whereas brand image has no significant effect. E-service quality and trust also positively and significantly affect customer satisfaction, whereas brand image does not. Customer satisfaction mediates the effects of e-service quality and trust on customer loyalty but not the effect of brand image. The study concluded that e-service quality, trust, and customer satisfaction play more important roles in fostering loyalty than brand image alone. This study is limited to Gojek users in Jabodetabek and the selected variables, which may limit its generalizability. This study contributes empirical evidence on customer satisfaction as a mechanism linking service quality and trust to loyalty.

Keywords

Brand Image Customer Loyalty Customer Satisfaction E-Service Quality Trust