E-service Quality, Brand Attitude, Trust, and Customer Loyalty for Online Transportation in Yogyakarta, Indonesia

Abstract

This study aims to investigate the relationships between e-service quality (ESQ), brand attitudes (BA), customer trust (CT), and customer loyalty (CL) in online transportation. Over the last six months, as many as 200 respondents have used online transportation services more than once. The data collection technique used is primary data, with the research instrument being a questionnaire. The results of the instrument test stated that all items in the questionnaire proved to be valid and reliable. The results of the study prove that ESQ, BA, CT, and CL have a fairly strong positive relationship. However, the results of this study found that only BA had an effect on CL; the other two variables had no effect. The results of this study strengthen the results of previous research regarding BA, which is important for increasing CL. The findings of this study have implications for online transportation companies to formulate strategies that influence CL.