Effect of Service Quality and Corporate Image Satisfaction and Loyalty of Post Service Users in Regional X Sulawesi and Maluku

Abstract

The purpose of this study is to analyze the influence of service quality and corporate image directly to the satisfaction of postal service users, to analyze the influence of service quality and corporate image directly to the loyalty of postal service users, to analyze the direct effect of satisfaction on postal service user loyalty, and to analyze the quality services and corporate image indirectly through the satisfaction of postal service user loyalty. The research was conducted at Regional Post Office X Sulawesi and Maluku with a population of 5,540 people and a sample of 277 respondents based on quota sampling method 5%. The data of the questionnaire was analyzed using Structural Equation Model using AMOS 18 assistance. The result of the research found that the service quality and the corporate image directly had a positive and significant effect on the satisfaction and loyalty of the postal service users in Regional X Sulawesi and Maluku. Indirectly the image of the company through satisfaction has a positive and insignificant effect on the loyalty of postal service users in Regional X Sulawesi and Maluku, it means that the satisfaction of the postal service users as the intermediate variable cannot be the mediating variable on the influence of corporate image in increasing the loyalty of the postal service users. The overall influence seen from the total effect of the greatest effect is the satisfaction on the loyalty of postal service users, meaning that the higher the customer satisfaction on the service received, the more growing the level of loyalty to use the postal service.