24
B. Previous Research
This previous research on this topic has been contacted by :
1. Ilias Santouridis and Panagiotis Trivellas 2010 in their study entitled “Investigating the impact of service quality and customer satisfaction on
customer loyalty in mobile telephony in Greece”. The purpose of this research is to investigate crucial factors that lead to customer loyalty in
the mobile telephony sector in Greece, namely service quality and customer satisfaction. Furthermore, the mediation effect of customer
satisfaction on the service quality and customer loyalty relationship is also to be examined. Field research was conducted. The questionnaire was
formed by a synthesis of existing constructs in relevant literature. The main research target sample consisted of residential non-business mobile
phone users in Greece. Reliability tests and statistical analyses were performed to both confirm scale validity and reliability and answer the
research questions. The dimension of service quality has significant influence to customer satisfaction, and also has significant influence to
customer loyalty. The mediation role of customer satisfaction to service quality and customer loyalty relationship has been confirmed. For a more
holistic investigation approach of customer loyalty, a future study could examine other antecedents such as trust, inertia and attractiveness of
alternatives. Moreover, the investigation of the mediation role of switching costs on the link between satisfaction and loyalty could enhance
the research model. It is of great importance for mobile operators in a
25
mature market such as that of Greece, to understand what the drivers of customer loyalty are. The present study produced useful findings, which
can be utilized by mobile telephony provider managers, in their effort to develop and implement successful customer loyalty strategies.
2. Satendra Thakur and DR. A. P Singh 2012 in their study entitled “Brand
image, Customer Satisfaction,andLoyalty Intention: Study in the Contextof Cosmetic ProductAmong the people of Central India
”. This research article is examine the relationship between brand image, customer
satisfaction and loyalty intention in the context of cosmetic product of selected company brand among the peoples of central India, five benefit of
brand image have been discussed namely social, functional, symbolic, experiential and appearance enhance. Information has been obtained from
150 male as well as female customers who always used the cosmetic product of selected brand for the proposed research work. Result has
shown that three brand image benefit namely functional, social and appearance enhance have positively and significantly related to customer
satisfaction and loyalty intention and two benefit namely experiential and symbolic have no significant impact on customer satisfaction and loyalty
intention on the other hand result indicate that there is a positive relationship between customer satisfaction and loyalty intention. The
results imply that marketing manager should focus on the brand image to win the customer satisfaction in order to make the customer loyal about
their product and service.
26
3. Dwi Aryani and Febrina Rosinta 2010 in their study entitled “The
Influence of Service Quality toward Customer satisfaction in shipping Customer Loyalty on PT. Human Resource Development”. This research
articleis examine the relationship among service quality, customer satisfaction, and customer loyalty. The research is quantitative with use
non-probability purposive sampling technique. The instrument of the research uses questionnaires which were analyzed with Structural
Equation Modeling. The result of the research shows that the five dimensions such as physical evidence, empathy, reliability, quickness, and
guaranty positively affect the service quality. The other results show that customer’s satisfaction is a preceding factor of customer’s loyalty. The
direct effect of service quality on customer’s loyalty does not sustain the research, since the researcher did not find any significant direct relation
between service quality and customer’s loyalty. 4. Endang Tjajaningsih 2013 in her study entitled
“The Influence of Brand and Promotion to Customer Satisfaction that Impact Customer Loyalty
Study Case on the Member of Carrefour Semarang”. This research article is examine the relationship image, promotion, customer satisfaction,
and customer loyalty. This research aims to develop and test empirical model of development customer loyalty on the basis of image and
promotion. The research was conducted at Customer of Carrefour Supermarket in Semarang. The empirical test model was used regression
27
analysis by using some software, such as: SPSS 16.0 and Microsoft Excel version 2007. The sample size of the study was 100 Customer of Carrefour
Supermarket in Semarang. The results showed that image affect positively towards customer satisfaction and promotion affect positively towards
customer satisfaction. Image, promotion, and customer satisfaction affect positively towards customer loyalty. Furthermore, mediating effect of
customer satisfaction apply to image effects on customer loyalty. Customer satisfaction serves as a mediating variable between the variable
image on customer loyalty. Mediating effect of customer satisfaction apply for promotion effect on customer loyalty. Customer satisfaction serves as a
mediating variable between promotional variables on customer loyalty. C.
Conceptual Framework
According to Sugiyono 2009:89 defines that the conceptual framework is a synthesis about relationship between variables which compiled from a
variety of theories that have been described, next analyzed critically and systematically, so that creating the synthesis about the relationship between
variable that studied. In this conceptual framework, there are two variable exogenous such as
service quality and brand image. Two variable endogenous such as customer satisfaction and customer loyalty. The purpose of this research is toanalyze the
influence of service quality and brand image toward consumer satisfaction that impacts on customer loyalty at Al-Azhar Cooperative. Here for the picture of
conceptual framework.
28
Figure 2.1 Conceptual Framework
ρX1 ɛ
1
ɛ
2
ρX1Y1 RX1X2
ρY1Y2 ρX2Y1
ρX2Y2
D. Hypothesis