Analysis of the Effect of E Service Quality and Brand Image on Customer Retention through Customer Satisfaction with Moderation Online Trust on Grab Consumers in Surabaya

The purpose of this study is to determine and analyze the effect of service quality on customer satisfaction, the effect of brand image on customer satisfaction, the effect of customer satisfaction on customer retention, and the effect of service quality on customer retention through customer satisfaction, the effect of brand image on customer retention through customer satisfaction, and online trust in moderating the influence of customer satisfaction on customers for Grab consumers in Surabaya. This research is a quantitative research. The sample of this study used non probability sampling with purposive sampling. The number of samples in this study are 210 samples. Data analysis in this study used Partial Least Square PLS . The results show that E Service quality and brand image have positive effect on customer satisfaction, Customer satisfaction has a positive effect on customer retention, E Service quality and brand image have positive effect on customer retention through Grabs customer satisfaction, but online trust is not able to moderate the effect of customer satisfaction on customer retention for Grab consumers. Mulyadi Kamijaya "Analysis of the Effect of E-Service Quality and Brand Image on Customer Retention through Customer Satisfaction with Moderation Online Trust on Grab Consumers in Surabaya" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-3 , April 2022, URL: https://www.ijtsrd.com/papers/ijtsrd49650.pdf Paper URL: https://www.ijtsrd.com/management/marketing/49650/analysis-of-the-effect-of-eservice-quality-and-brand-image-on-customer-retention-through-customer-satisfaction-with-moderation-online-trust-on-grab-consumers-in-surabaya/mulyadi-kamijaya