Effect of Service Quality on Customer Satisfaction Through Brand Experience and Brand Awareness in Postal and Delivery Services

Vigory Gloriman Manalu, Ilham Akbar, Ilham Akbar

Abstract


E-Commerce in Indonesia is increasing very fast compared to buying and selling activities in the digital world. It is noted that there are numbers of e-commerce that are growing rapidly in Indonesia, namely Lazada, Tokopedia, Shopee, BukaLapak and many others. With the development of e-commerce, the businessmen must be able to send their messages to customers well. There are several postal and delivery services companies in Indonesia, namely JNE, JnT, Pos Indonesia, Tiki and others. The purpose of conducting this research is to be able to provide input to the parties engaged in the field of postal and delivery services in order to find out what can affect customer satisfaction and increase its influence. the relationship between service quality on consumer satisfaction has no significant effect (H1 not supported), the relationship between service quality on brand experience has a positive and significant effect (H2 supported), the relationship between service quality on the brand. awareness has a positive and significant effect (H3 Supported), the relationship between brand experience on consumer satisfaction has a positive and significant effect (H4 supported), the relationship between brand awareness on consumer satisfaction has a positive and significant effect on (H5 supported)

Full Text:

PDF

References


Aaker, D. A. (1991). Managing brand equity. New York: NY: The Free Press.

Andreini, D., Pedeliento, G., Zarantonello, L., & Solerio, C. (2019). Reprint of “A renaissance of brand experience: Advancing the concept through a multi-perspective analysis.” Journal of Business Research, 96(August 2017), 355–365. https://doi.org/10.1016/j.jbusres.2018.05.047

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science.

Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/S0148-2963(99)00084-3

Boubker, O., & Douayri, K. (2020). Dataset on the relationship between consumer satisfaction, brand attitude, brand preference and purchase intentions of dairy product: The case of the Laayoune-Sakia El Hamra region in Morocco. Data in Brief, 32, 106172. https://doi.org/10.1016/j.dib.2020.106172

Chen, L., Li, Y., & Liu, C. (2018). Journal of Air Transport Management How airline service quality determines the quantity of repurchase intention - Mediate and moderate e ff ects of brand quality and perceived value. Journal of Air Transport Management, (July), 0–1. https://doi.org/10.1016/j.jairtraman.2018.11.002

Chen, L., Li, Y. Q., & Liu, C. H. (2019). How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value. Journal of Air Transport Management, 75(July), 185–197. https://doi.org/10.1016/j.jairtraman.2018.11.002

Chicu, D., Pàmies, M. del M., Ryan, G., & Cross, C. (2019). Exploring the influence of the human factor on customer satisfaction in call centres. BRQ Business Research Quarterly, 22(2), 83–95. https://doi.org/10.1016/j.brq.2018.08.004

Cobb-Walgren, C., Rubel, C. A., & Donthu, N. (1995). Brand equity, brand preferences and purchase intent. Journal of Advertising, 24(3), 25–40.

Deb, S., & Ali Ahmed, M. (2018). Determining the service quality of the city bus service based on users’ perceptions and expectations. Travel Behaviour and Society, 12(February), 1–10. https://doi.org/10.1016/j.tbs.2018.02.008

Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89(June 2017), 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031

Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55(April), 102117. https://doi.org/10.1016/j.jretconser.2020.102117

Homburg, C., Klarmann, M., & Schmitt, J. (2010). Brand awareness in business markets: When is it related to firm performance? International. Journal of Research in Marketing, 27(3), 201–212.

Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods. https://doi.org/10.21427/D79B73

Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96(August 2017), 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043

Kalia, P. (2019). E-service quality , consumer satisfaction and future purchase intentions in e- retail E-Service Quality , Consumer Satisfaction and Future Purchase Intentions in E-Retail, (May). https://doi.org/10.2979/eservicej.10.1.02

Kang, G. D., & James, J. (2004). Service quality dimensions: an examination of Grönroos service quality model. Managing Service Quality, (14), 266–277.

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1. https://doi.org/10.2307/1252054

Kim, S. (Sam), Choe, J. Y. (Jacey), & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9(March), 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006

Kusuma, Y. S. (2014). Pengaruh Brand Experience terhadap Brand Loyalty Yohanes Surya Kusuma. Jurnal Manajemen Pemasaran Petra, 2(1), 1–11.

Miranda, S., Tavares, P., & Queiró, R. (2018). Perceived service quality and customer satisfaction: A fuzzy set QCA approach in the railway sector. Journal of Business Research, 89(December), 371–377. https://doi.org/10.1016/j.jbusres.2017.12.040

Nepomuceno, M. V., Laroche, M., & Richard, M.-O. (2014). How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns. Journal of Retailing and Consumer Services, 21((4)), 619–629. https://doi.org/https://doi.org/10.1016/j.jretconser.2013.11.006

Parasuraman, A., Zeithamal, V., & Berry, L. (1988). SERVQUAL – a multiple item scale for measuring consumer perceptions of service quality. J. Retail., 64(1), 12–40.

Prentice, C., & Kadan, M. (2019). The role of airport service quality in airport and destination choice. Journal of Retailing and Consumer Services, 47(July 2018), 40–48. https://doi.org/10.1016/j.jretconser.2018.10.006

Shoaib, M., Salam, M., Fayolle, A., & Jaafar, N. (2018). Journal of Air Transport Management Impact of service quality on customer satisfaction in Malaysia airlines : A PLS-SEM approach. Journal of Air Transport Management, 67(September 2017), 169–180. https://doi.org/10.1016/j.jairtraman.2017.12.008

Sricharoenpramong, S. (2017). Kasetsart Journal of Social Sciences Service quality improvement of ground staff at Don Mueang International Airport. Kasetsart Journal of Social Sciences, 1–7. https://doi.org/10.1016/j.kjss.2017.12.001

Sricharoenpramong, S. (2018). Service quality improvement of ground staff at Don Mueang International Airport. Kasetsart Journal of Social Sciences, 39(1), 15–21. https://doi.org/10.1016/j.kjss.2017.12.001

Weisstein, F. L., Kukar-kinney, M., & Monroe, K. B. (2016). Determinants of consumers ’ response to pay-what-you-want pricing strategy on the Internet. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.04.005

Yu, X., Yuan, C., Kim, J., & Wang, S. (2020). A new form of brand experience in online social networks: An empirical analysis. Journal of Business Research, (June 2019), 0–1. https://doi.org/10.1016/j.jbusres.2020.02.011

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. J. Mark., 60(2), 31–46.

Chekalina, T., Fuch, M., & Lexhagen, M. (2016). Customer-Based Destination Brand Equity Modeling: The Role of Destination Resources, Value for Money, and Value in Use. Journal of Travel Research , 31-51.

Dinisari, M. C. (2018, December 20). Ekonomi Bisnis. Retrieved February 25, 2019, from https://ekonomi.bisnis.com/read/20181220/12/871765/ketika-ecommerce-jadi-gaya-hidup

Kargo, B. (2017, August 21). Kargo. Retrieved February 25, 2019, from https://www.kargo.co.id/artikel/daftar-lengkap-perusahaan-jasa-pengiriman-barang-antar-pulau/

Lam, A. Y., Lau, M. M., & Cheung, R. (2016). Modelling the reletionship among green perceived value, green trust, satisfaction, and repurchase intention of green products. Contemp. Manag. Res. 12, 47-60.

Meyer, C. &. (2007). Understanding customer experience. In Harvad Bussines Review (pp. 85, 117-126).

White, C. &. (2005). Satisfaction emotions and consumer behavioral intensions. Journal of Services Marketing , 411-420.

Yunani, A. (2017, April 10). Supply Chain Indonesia. Retrieved February 25, 2019, from http://supplychainindonesia.com/new/perkembangan-bisnis-logistik-indonesia/

Internet

Kominfo tahun 2019 https://kominfo.go.id/index.php/content/detail/6707/Jasa+Logistik+Melesat+di+Era+e-Commerce+/0/sorotan_media

Badan Pusat Stasitik Indonesia 2019 https://www.bps.go.id/publication/2018/07/03/5a963c1ea9b0fed6497d0845/statistik-indonesia-2018.html

Logistic Performance Indexs 2018 https://lpi.worldbank.org/international/global




DOI: https://doi.org/10.25134/ijbe.v2i1.1862

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Indonesian Journal Of Business And Economics