Do Brand Image and Brand Trust Mediate the Effect of Service Quality on Brand Loyalty? Lessons from Higher Education Sector
Keywords:
service quality; brand image; brand trust; brand loyalty
Abstract
This study analyzes the relationship between service quality on brand image, brand trust, and brand loyalty in the higher education sector. This study used a 4-point Likert scale questionnaire to collect the data from 185 students at the Distance Learning Program Unit Universitas Terbuka Jayapura registered in 2014-2018. It also employed the Structural Equation Modeling Partial Least Square (SEM-PLS) method to analyze the data with the help of SmartPLS 3 software. The results showed that service quality positively and significantly affected the brand image, brand trust, and brand loyalty. Brand trust has a positive and significant effect on brand loyalty, while the brand image has no significant effect on brand loyalty.
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References
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Caceres, R. C., & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty. In European Journal of Marketing (Vol. 41, Nomor 7–8). https://doi.org/10.1108/03090560710752429
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Chiou, J. S., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34(4), 613–627. https://doi.org/10.1177/0092070306286934
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Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240. https://doi.org/10.1016/j.indmarman.2005.08.013
Davis, S. M., & Dunn, M. (2002). Building the brand-driven business: operationalize your brand to drive profitable growth. San Francisco, CA: Jossey-Bass.
Dhurup, M., Van Schalkwyk, P., & Tsautse, V. J. (2018). The Relationship Between Brand Identification, Brand Trust, Brand Commitment and Brand Loyalty: Evidence From Supermarket Store Food Brands. International Journal of Business and Management Studies, 10(2), 166–182.
Erdoğmuş, İ., & Ergun, S. (2016). Understanding University Brand Loyalty: The Mediating Role of Attitudes towards the Department and University. Procedia - Social and Behavioral Sciences, 229, 141–150. https://doi.org/10.1016/j.sbspro.2016.07.123
Esmaeilpour, M., Sayadi, A., & Mirzaei, M. (2017). Investigating the Impact of Service Quality Dimensions on Reputation and Brand Trust. Internastional Journal of Business and Economic Science Applied Research, 10(3), 7–17.
Fortunata, R., Toni, N. (2020). The Influence of Service Quality, Tuition Fee and Promotion on Student Decisions to Continue Study in Postgraduate of Prima Indonesia University. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 3, No 2, Page: 829-837
Gommans, M., Krishnan, K. S., & Scheffold, K. B. (2021). From Brand Loyalty to E-Loyalty: A Conceptual Framework. Encyclopedia of Autism Spectrum Disorders, 3(1), 4251–4255. https://doi.org/10.1007/978-3-319-91280-6_1200
Gozukara, I., & Colakoglu, N. (2016). A Research on Generation Y Students: \r\nBrand Innovation, Brand Trust and Brand Loyalty. International Journal of Business Management and Economic Research, 7(2), 603–611.
Hair, Joe F, Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, Joseph F, Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hanaysha, J. R., Abdullah, H. H., & Warokka, A. (2011). Service quality and students' satisfaction at higher learning institutions: The competing dimensions of Malaysian universities' competitiveness. The Journal of Southeast Asian Research, 2011, 1-10. Article ID 855931. DOI: 10.5171/2011.855931
Hansch, A., Hillers, L., McConachie, K., Newman, C., Schildhauer, T., & Schmidt, P. (2015). Video and Online Learning: Critical Reflections and Findings from the Field. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2577882
Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and Managing Student Loyalty: An Approach Based on the Concept of Relationship Quality. Journal of Service Research, 3(4), 331–344. https://doi.org/10.1177/109467050134006
Hyun Baek, T., & Whitehill King, K. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25(4), 260–272. https://doi.org/10.1108/08876041111143096
Irem, E. E., & Mesut, C. (2012). The impact of social media marketing on brand loyalty. Social and Behavioral Sciences, 58(2), 1353–1360.
Johnson, M. D., Gustafsson, A., Andreassem, T. W., Lervik, L., & Cha, J. (2001). The Evolution and Future of National Customer Satisfaction Index Models. Journal of Economic Psychology, 22(2), 217–245.
Jones, R., & Kim, Y.-K. (2011). Single-brand retailers: Building brand loyalty in the off-line environment. Journal of Retailing and Consumer Services, 18(4), 333–340. https://doi.org/10.1016/j.jretconser.2011.02.007
Kotler, P., & Fox, K. A. (1985). Strategic marketing for educational institutions. New Jersey: Prentice-Hall.
Kusumadewi, R. N., Karyono, O. (2019). Impact of Service Quality and Service Innovations on Competitive Advantage in Retailing. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 2, No 2, Page: 366-374
Lakhsmidevy, D. A. A., Rizan, M., & Warokka, A. (2018). Pengaruh Service Quality, Customer Satisfaction, dan Brand Trust di Mediasi Oleh Customer Commitment Terhadap Customer Loyalty Penumpang Maskapai Low Cost Carrier Di Bali [The effect of service quality, customer satisfaction, and brand trust on customer loyalty: A test of customer commitment as the mediating variable]. JURNAL DINAMIKA MANAJEMEN DAN BISNIS, 1(2), 1-8. https://doi.org/10.21009/JDMB.01.2.03
Lassoued, R., & Hobbs, J. E. (2015). Consumer confidence in credence attributes: The role of brand trust. Food Policy, 52, 99–107. https://doi.org/10.1016/j.foodpol.2014.12.003
Lee, H. M., Lee, C. C., & Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7), 1091–1111. https://doi.org/10.1108/03090561111137624
Maeriyana, Soesilowati, E., & Rozi, F. (2019). The Influence of Service Quality on Loyalty With Satisfaction, Trust and Corporate Image As Intervening Variables in Rukun Tani Village Cooperative Unit in Pageruyung District Kendal Regency. Journal of Economic Education, 8(1), 30–38.
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Published
2021-06-18
How to Cite
Milcha Handayani Tammubua. (2021). Do Brand Image and Brand Trust Mediate the Effect of Service Quality on Brand Loyalty? Lessons from Higher Education Sector. Britain International of Humanities and Social Sciences (BIoHS) Journal, 3(2), 302-315. https://doi.org/10.33258/biohs.v3i2.452
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