The Effect of Service Quality and Electronic Word of Mouth (E-WOM) Towards the Loyalty Through Brand Image (The Study on the Customers of Sriwijaya Air in Indonesia)

Abstract

Loyalty is the customers' commitment to deeply endure to subscribe back or re-buy the chosen product or service consistently in the future, although the influence of situation and the marketing efforts have potency to cause shifts on the behavior. The purpose of this research is to know: (1) description of the quality of service, E-WOM, brand image, and loyalty of Sriwijaya Air Customers in Indonesia, (2) the effect of quality of service, E-WOM towards the brand image, (3) the effect of brand image towards the loyalty of Sriwijaya Air in Indonesia, (4) direct and indirect effect of quality of service, E-WOM towards the customers' loyalty through the brand image of Sriwijaya Air in Indonesia. The data were analyzed through descriptive analysis and path analysis with samples in the amount of 385 respondents. The research instruments were questionnaires. The research results show that (a) the quality of service and E-WOM have positive and significant effect towards the brand image, (b) the brand image has positve and significant effect towards the loyalty of Sriwijaya Airline in Indonesia, (4) the quality of service and E-WOM have positively and significantly direct and indirect effect towards customers' loyalty through the brand image of Sriwijaya Air in Indonesia.