Research Article
The Relationship of Customer Satisfaction, Perceived Service Quality, Perceived Value, and Brand Image on SMEs Customer Loyalty
@INPROCEEDINGS{10.4108/eai.29-10-2022.2334030, author={Wahyudin Rahman and Rini Hadiyati}, title={The Relationship of Customer Satisfaction, Perceived Service Quality, Perceived Value, and Brand Image on SMEs Customer Loyalty }, proceedings={Proceedings of the 2nd Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2022, 29 October 2022, Malang, East Java, Indonesia}, publisher={EAI}, proceedings_a={LEPALISSHE}, year={2023}, month={7}, keywords={perceived service quality perceived value satisfaction brand image customer loyalty smes}, doi={10.4108/eai.29-10-2022.2334030} }- Wahyudin Rahman
Rini Hadiyati
Year: 2023
The Relationship of Customer Satisfaction, Perceived Service Quality, Perceived Value, and Brand Image on SMEs Customer Loyalty
LEPALISSHE
EAI
DOI: 10.4108/eai.29-10-2022.2334030
Abstract
The goal of this study is to examine the connections between customer satisfaction, service quality, perceived value, and brand image and customer loyalty.This approach to research is quantitative. This study was carried out in Indonesian SMEs. As many as 308 owners of SMEs made up the sample of respondents in this survey. Simple random sampling is the sampling technique employed. Techniques for gathering data that involve online surveys and social media. A Likert scale with a 1–7 range is used as the measurement scale in this investigation. Data analysis utilizing the data processing program SmartPLS software and structural equation modeling (SEM). Customer loyalty is the dependent variable in this study, whereas the independent variables are customer satisfaction, perceived service quality, perceived value, and brand image. According to the study’s findings, satisfaction has a favorable and considerable impact on customer loyalty, but perceived service quality, perceived value, and brand image have no such impact.