THE EFFECT OF SERQUAL, BRAND IMAGE, AND CUSTOMER VALUE ON CUSTOMER LOYALTY TUTORING AGENCY GROUPS IN EAST SURABAYA
Abstract
There are many kinds of way that can be offered by tutoring agency in order to attract customer. In this research the teaching system that is offered by the tutoring agency which is the object of this research is group teaching scheme. Tutoring agency groups is a non-formal institution that offers a teaching system in order to fulfill the need of student by focusing on specific demand from the customer that have different characteristic and requirement of service quality aspect.Retaining the loyal customer is an essential part for company. The company then pushed to provide a high quality service for customer. The service system of tutoring agency groups counted as variable in this research is service quality. The start-up company that need a reputation to put mark on map, customer will speculate from the existing of service quality from that institution. Customer can measure the service they get by using that service quality. In addition, the brand image itself will create how good the service from the institution is. The benefit which the customer is equal to the quality. The quality itself which is received by the customer has positive relationship with customer value, in addition attracting and keeping a good relationship with loyal customer is a long-term advantage for company.Respondent in this research is a student that using a tutoring service from 4 tutoring agency groups, which is consist of students from junior high school especially from 8-9 class and senior high school students from 10-11 grade. Around 141 questionnaire data are used in this research. The sample collecting technique that is applied for collecting data is non probability sampling. The data sample is processed by using PLS SEM 3. From the research the researcher conclude that there are two variables not having a significant and indirect relationship to customer loyalty, these are service quality and brand image. The marketers can build image of company by increasing service quality. By increasing service quality, the company can increase the value. Customer will consider the value after getting the benefits of the offer which is given by the company.References
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