Satisfaction Recovery Rate and Effect of Branding on GOJEK Transportation After Service Failure
Anjun Nikmah W.M., Aldea Mulia Sinai, Tri Yuningsih, Ardy Wibowo

Faculty of Economic and Business
Alma ata University
Yogyakarta, Indonesia

Abstract

This research was made to find out the effect of branding on the process of returning trust after a service failure on GOJEK transportation. Service failure occurs when the service provided does not meet customer expectations which ultimately requires a response from the service provider with the aim of service recovery. Therefore, it is necessary to have service recovery or service recovery in order to restore lost consumer trust and loyalty. Customer trust resulting from service recovery efforts after service failure is the most important goal of service recovery itself. Customer trust itself can be formed from the accumulation of customer satisfaction, consistent and quality service delivery, fulfillment of customer needs, honest and fair treatment, and the belief that the company intends to provide the best treatment for customers. This research involved 103 people from the age range of 18 to > 24 years who had used and experienced service failure problems in using GOJEK transportation. This study uses a quantitative survey-based methodology based on closed questionnaires or statements. The data analysis used was validation and reliability. The reliability test in this study used Cronbach^s alpha and Composite Reliability. There were two methods used to test construct validity, namely Convergent Validity and Discriminant Validity. Hypothesis testing and path analysis used the Smart PLS 4.0 program. To evaluate the hypothesis in this study using Structural Equation Modeling Partial Least Square. The results of this study reveal that consumer satisfaction, consumer trust and consumer loyalty affect the achievement and goals of the company.

Keywords: service failure, customer satisfaction, trust, customer loyalty

Topic: Marketing management