THE IMPACT OF SERVICE QUALITY, CUSTOMER ENGAGEMENT, AND SELECTED MARKETING CONSTRUCT ON PASSENGER LOYALTY (CASE OF PT. KERETA API INDONESIA)

Sebayang, Maximilian Kolbe (2023) THE IMPACT OF SERVICE QUALITY, CUSTOMER ENGAGEMENT, AND SELECTED MARKETING CONSTRUCT ON PASSENGER LOYALTY (CASE OF PT. KERETA API INDONESIA). S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

This research analyses the influence of service quality, customer engagement, perceived value, customer satisfaction, brand image toward PT. Kereta Api Indonesia passenger loyalty. The survey through online questionnaire (Google Forms) was conducted using a 5-point Likert scale. Data was collected using the purposive sampling method from 157 respondents who have use PT. Kereta Api Indonesia executive or luxury service for long distance transportation. A partial least square-structural equation model (PLS-SEM) was employed using SmartPLS version 3.2.9 to analyze the data. The findings show that customer engagement positively affects customer loyalty, service quality positively affects perceived value, service quality and customer satisfaction positively affect brand image, service quality and perceived value positively affect customer satisfaction, perceived value and brand image positively affect customer engagement and customer engagement mediate perceived value and customer loyalty. In contrast, service quality, perceived value, customer satisfaction, and brand image do not affect customer loyalty. Customer satisfaction does not affect customer engagement. Perceived value, brand image, customer satisfaction does not mediate service quality and customer loyalty. Customer satisfaction does not mediate perceived value and customer loyalty. Customer engagement does not mediate customer satisfaction and customer loyalty. Customer engagement does not mediate brand image and customer loyalty.

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