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IJSTR >> Volume 5 - Issue 5, May 2016 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Influence Of Customer Handling On Brand Image In Building Customer Loyalty

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Ryan Kurniawan, Sucherly, Surachman



complaint handling, brand image, customer loyalty, Indomaret.



Complaint handling influences brand image which will influence customer loyalty in the future. This research is aimed to find out how the complaint handling is capable to influence against the brand image in building the customer loyalty of Indomaret Minimarket with the study case of Indomaret Minimarket. This research also aims to find out how the complaint handling is conducted by Indomaret Minimarket, the brand image of service on Indomaret Minimarket as well as the customer loyalty of Indomaret Minimarket. This research using questionnaire as an instrument in collecting the data. The analysis type of this research is descriptive analysis and causal. The sample used as many as a 165 respondents with purposive sampling techniques. This research uses 33 indicators that will be counted with analysis technique SEM (Structural Equation Modelling). The result of this research is that the complaint handling conducted by Indomaret Minimarket has been good but the aspect of speed in complaint handling is considered as not good. Besides, the brand image and loyalty have been good enough. The customer loyalty is influenced by the complaint handling and the brand image by 32.7%. The complaint handling has a significant influence against the customer satisfaction, but the complaint handling does not influence against the customer loyalty. The brand image significantly influences against the customer loyalty. Then, complaint handling influential not directly to customers trough loyalty of customer satisfaction. In addition, the necessary integrated system, standardization compensation and to rejuvenate issue at regular intervals to improve complaint handling that can give the effect to customer loyalty through brand image.



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