The Role of Customer Satisfaction and Trust as Mediation on The Influence of Service Quality and Corporate Image to Customer Loyalty

Abstract

This study aims to analyze the factors that affect customer loyalty and also factors that affect customer satisfaction and trust. In addition, it also analyzes the factors of customer satisfaction and trust as a factor mediation on the relationship in question. Sample amounted to 270 customer of internet service provider. Primary data were obtained through questionnaire distribution. Data were analyzed using confirmatory factor anaysis (CFA) and structural equation modeling (SEM). The result showed that 2 exogenous variables significantly influenced directly to endogenous variables, but also 2 exogenous variables influenced through endogenous variables mediation (customer satisfaction and trust). The results of research besides can add to the treasury of research results about consumer behavior, but also that is very important for ISP management in improving customer loyalty through customer satisfaction and trust.

Keywords : Customer loyalty, satisfaction, trust, service quality, corporate image