The Influence of Corporate Image on Customer Loyalty Through Trust in App-Based Transportation Service in Indonesia

Ade Iva Baniasih () and Jefta Harlianto
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Ade Iva Baniasih: BINUS University
Jefta Harlianto: BINUS University

A chapter in Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, 2026, pp 1473-1485 from Springer

Abstract: Abstract The rapid development of digital technology has revolutionized the transportation industry with the emergence of online transportation services that offer convenience, speed and comfort. However, in this context, customer loyalty is influenced not only by service quality but also by the roles of corporate image and customer trust. This study aims to examine the effect of corporate image on customer loyalty with customer trust as a mediating variable. Data were collected from 187 respondents through structured questionnaires distributed to users of online transportation services in Indonesia. The novelty of this research lies in analyzing how customer trust mediates the relationship between corporate image and customer loyalty within the unique context of Indonesia’s online transportation industry, highlighting that building a positive image alone is insufficient without reinforcing customer trust. The research findings indicate that: (1) Corporate Image has a significant effect on Customer Trust; (2) Customer Trust has a significant effect on Customer Loyalty; and (3) Customer Trust significantly mediates the relationship between Corporate Image and Customer Loyalty. These results emphasize the importance of Corporate Image and Customer Trust as key factors in building and maintaining long-term Customer Loyalty. A positive Corporate Image creates perceptions of quality and credibility in the minds of customers, while the established Trust serves as a foundation for customers to continue using the services. Thus, a combination of a strong Corporate Image and a high level of Customer Trust becomes the key to creating stable and sustainable Customer Loyalty.

Keywords: Corporate image; Customer trust; Customer loyalty; App-based transportation service (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-6415-6_91

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DOI: 10.1007/978-981-95-6415-6_91

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