PENGARUH BRAND IMAGE DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN

In a very competitive airline business nowadays, brand image can often be used as a strategy to achieve customer satisfaction and to maintain customer loyalty toward the company. This research is conducted in a domestic airline in Indonesia. The result shows that brand image is a very influential factor in determining customer satisfaction and loyalty. Moreover, it was also found that customer satisfaction is crucial in influencing customer loyalty