Pengaruh Service Quality, Brand Image, Dan Customer Value Terhadap Customer Loyalty Lembaga Bimbingan Belajar Group Di Surabaya Timur

FARIDA TRI HASTUTI
041514353027
Dosen Pembimbing
Dr.Dien Mardhiyah,S.E.,M.Si.

ABSTRACT

Along with the development of today’s era, tutoring agencies or
institutions are not only providing services to high school graduates who want to
continue their study to college, but also developing a learning program for
elementary, junior high school, and senior high school students. There are diverse
teaching patterns offered by those tutoring agencies in order to attract and draw
customers. In this research, group teaching pattern is the offered teaching pattern
by tutoring agencies which become the main focus and object of research. Group
Tutoring Agency is a non-formal agency or institution which offers a teaching
system that is able to fulfill the needs of students by focusing on the specific
demand of every customer who has different characteristic needs.
Maintaining loyal customers and competitive advantage is an important
matter for an institution to do. An institution is responsible for providing service
systems with high quality for its customers. One of many service systems in the
service industry which becomes the variable in this research is service quality. A
customer is able to measure the level of service of an institution by using service
quality as the technique. A brand which has not been widely known by the society
will be used by its customers to speculate regarding the existence of service
quality provided by the institution itself. Brand image will form some levels of
quality towards the institution and the benefit that will be obtained by customers
is going to be proportional with the quality perceived. The quality perceived by
the customers has a positive connection with customer value, whereas maintaining
and attracting loyal customers is one of the long-term competitive superiorities
possessed by the institution.
Respondents chosen in this research are eight and ninth junior high
school and tenth eleventh senior high school students who use teaching service
system in Group Tutoring Agencies. As many as 141 questionnaire data are used
in this research. Sample technique which is used for the purpose of this research
is non-probability sampling and the sample data will be processed using PLS
SEM 3. Based on the result taken from this research, there are two variables
which do not have a direct and significant link to customer loyalty, those are
service quality and brand image. Marketers are able to build the image of an
institution by developing service quality. With the development of service
quality, an institution eventually will be able to develop value. Customers will
use value as a consideration after receiving offers given by the institution.