Journal of Contemporary Issues in Business and Government

Abstract

Online taxis have begun to displace conventional public transportation. Dissatisfied with
public transportation, users have switched to using online taxis, apparently due to poor
service quality and low user trust in modes of public transportation. This research
investigated the effect of service quality and trust on customer loyalty and satisfaction, a case
study of online taxi customers in Cirebon, Indonesia. This research was conducted using
quantitative survey methods. The sample size was 200 customers, and researchers employed
judgment sampling and path analysis techniques. The statistical calculations suggested that
service quality and customer trust had a positive and significant effect on customer
satisfaction. Similarly, service quality had a positive and significant influence – and directly
influenced – on customer loyalty. This study concluded that, partially, service quality and
trust had a positive impact on customer satisfaction, and that customer loyalty was partly
influenced by service quality, trust, and customer satisfaction. The main contribution of this
study is the effect of service quality and trust on customer loyalty and satisfaction: a case
study of online taxi customers in Cirebon, Indonesia.