THE EFFECT OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION AT PT SHOPEE EXPRESS

Agus Yulianto, Novembriani Irenita, Chaerul Fahmi, Azzahra Putri Abdilla

Abstract


This study was conducted with the aim of examining the effect of service quality and brand image on customer satisfaction at PT Shopee Express on Curug Tangerang Warehouse. This study contributes to understanding how these two factors interact to improve customer satisfaction in the logistics and shipping services sector. This study underlines the importance of high-quality service and strong brand image in achieving customer satisfaction. This study uses a quantitative approach, focusing on users of the Shopee Express shipping service in Curug, Tangerang Region. A sample of 122 respondents was selected through random sampling. With the results of the analysis showing that: (1) service quality has a positive and significant effect on customer satisfaction, (2) brand image also has a positive and significant effect on customer satisfaction, and (3) service quality and brand image when considered together have a simultaneous and significant effect on customer satisfaction.


Keywords


service quality; brand image; customer satisfaction; logistics; e-commerce

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References


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DOI: https://doi.org/10.25292/atlr.v7i0.674

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Advances in Transportation and Logistics Research

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Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia

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