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Service Quality as Mediation Variable between Online

Transportation Image and Interaction Quality and Consumer

Satisfaction

Arief Adhy Kurniawan

, Berlilana

, Sri Murni Setyawati

Teknik Informatika, STMIK AMIKOM Purwokerto, Central Java, Indonesia

Economic Faculty, Jenderal Soedirman University, Central Java, Indonesia

Keywords: Satisfaction of online consumer transportation.

Abstract: This study discusses service quality as a mediating variable between corporate image and quality of interaction

with customer satisfaction. This study was conducted on consumers of online transportation services in

Purwokerto. The sample size for the study was 105 respondents. Data analysis techniques were done by path

analysis with AMOS software. The results of data analysis obtained consumer satisfaction influenced by the

quality of service. Service quality is influenced by the company's image and the quality of interaction. Service

quality is able to be a mediating variable between company image and interaction quality.

1 INTRODUCTION

Corporate image is a variable that plays an important

role in the formation of intentions. The Image is

defined in the mind of the buyer, partly by its

functional quality and partly by the aura of

psychological attributes (Martineau, 1958). The

image is shaped by the customer as a result of the

overall evaluation of the company and its offering, or

even assesses the image projected by a particular

product category (LeBlanc & Nguyen, 1996). Some

researchers suggest that imagery is included in the

theoretical framework of customer decision making

(Brunner, Stöcklin, & Opwis, 2008). So that the

image is not lost, the company tries to improve the

quality of its services. The results of the study by Han

and Hyun (2017) show that there is a positive

influence on the company's image on service quality,

this shows that companies that have a good image will

provide quality services so that their image becomes

stronger in the minds of consumers. The Corporate

image also affects consumer loyalty, namely the

better the image of a company, the more loyal the

consumer is to a company (Kandampully &

Suhartanto, 2000).

Consumer loyalty is a consumer who has a strong

desire to buy back or subscribe to a product or service

that is consistently preferred in the future, giving rise

to the purchase of the same brand or brand series

repeatedly, despite the situational influence and

marketing efforts that have the potential to cause

brand switching behavior (Oliver, 1999). To

minimize the shift of consumers to other brands or

other services the company strives that what is done

in providing services to consumers can provide

satisfaction to consumers. Consumer satisfaction is

important to note because customer satisfaction

determines consumer loyalty (El-Adly & Eid, 2016;

Han & Hyun, 2018).

The satisfaction that the company builds with

service and instills a good perception of services.

Perceptions that can be formed from consumers

include corporate images. The existence of these

perceptions, consumers will prove what they perceive

to be a satisfaction. Corporate image or image is a

company image that is built by brand associations that

relate to a habit, lifestyle, benefits, product attributes,

geographical, price, competitors, celebrities and

others (Durianto & Sugiarto, 2001). Building an

important image for the company when competition

is intense. As happened in the transportation business

competition that uses technology services such as Go-

Jek. The strength of the company's image needs to be

maintained and enhanced to obtain consumers and

make consumers satisfied. This shows the importance

of the company's image to improve customer

satisfaction, in accordance with the results of the

Adhy Kurniawan, A., Berlilana, . and Murni Setyawati, S.

Service Quality as Mediation Variable between Online Transportation Image and Interaction Quality and Consumer Satisfaction.

DOI: 10.5220/0009947830993106

In Proceedings of the 1st International Conference on Recent Innovations (ICRI 2018), pages 3099-3106

ISBN: 978-989-758-458-9

3099

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study (Lahap, Ramli, Said, Radzi, & Zain, 2016). Tse

and Wilton (1988) state that subjects in a good

performance will make consumers feel more

satisfied. Ladhari, Souiden, and Dufour (2017) stated

that one of the variables that influence consumer

satisfaction is service quality. Kandampully (2000)

states that a company's competitive advantage can

begin with service quality. The quality of the service

makes the product sold more valuable.

Companies that pay attention to the quality of

interaction will make the service better, so that the

better the quality of interaction, the better the quality

of service. This is in accordance with the results of

the study can be seen that there is a positive effect of

interaction quality on service quality (Clemes, Gan,

& Ren, 2011; Wu & Cheng, 2013). In addition, the

quality of interaction also affects consumer

satisfaction. This is consistent with the research (Joon

Choi & Sik Kim, 2013), which states that there is a

positive influence on the quality of interaction on

consumer papacy, meaning that the better the quality

of interaction, the more satisfied consumers will be in

the transaction.

From the results of previous research, there is a

problem or research gap, namely, some research

results suggest that service quality affects consumer

satisfaction and loyalty. But there are studies that

show no influence between variables studied, namely

Beerli, Martin, and Quintana (2004) obtain perceived

quality and satisfaction research results which are

variables that do not influence each other. Caruana

(2002) obtained the results of service quality research

affecting consumer satisfaction but did not affect

consumer loyalty. In the study of Wallin Andreassen

and Lindestad (1998), the problem is that the value

and perception of quality do not affect consumer

satisfaction and high consumers of consumer

satisfaction are not the main pathway towards

consumer loyalty rather than corporate image. In low-

level consumers, the image of the company becomes

the main pathway towards consumer loyalty rather

than consumer satisfaction. The existence of a

research gap as stated above then built a model of the

relationship between the variables of corporate

image, service quality, quality of interaction and

customer satisfaction.

2 THEORETICAL

BACKGROUND AND

HYPOTHESIS

2.1 Image

Keller (1993) defines the overall image as a

perception of a company as reflected in the

relationship between consumers and companies

recorded in customer memory. Imagery is described

as the overall perception of a product or company that

is developed which ultimately is based on information

obtained and processed (Assael, 1984). The image is

also defined as the overall image refers to the beliefs,

impressions, and ideas of consumers about the

company, brand, product, service, or purpose (Rein,

Kotler, & Haider, 1993). According to (Bolton &

Drew, 1991) corporate image has a positive effect on

consumer satisfaction. From the results of the study

(Wallin Andreassen & Lindestad, 1998) also obtained

that corporate image has a positive effect on customer

satisfaction. A good corporate image will be

maintained by the company by providing services that

should be better. This is in accordance with the results

of the study by Han and Hyun (2017). This shows that

the better the company image, the better the quality

of service. Therefore in this study, the following

hypothesis was formulated:

: Company image has a positive effect on

customer satisfaction online transportation

services

: Company image has a positive effect on the

quality of online transportation services

2.2 Service Quality

In service quality research, measurement of customer

expectations in service companies is measured,

namely customer trust in service companies

compared to perceptions regarding the reality of

services received (Parasuraman, Zeithaml, & Berry,

1985). There are five factors in service quality

(Parasuraman et al., 1985), namely:

a. Reliability, namely the ability to provide

promised services immediately, accurately and

satisfactorily.

b. Responsiveness, namely the desire of staff to

assist customers and provide responsive services.

c. Assurance, including the knowledge, competence,

politeness, and trustworthiness of the staff, free

from danger, risk or doubt.

d. Empathy, including the ease of establishing

relationships, good communication, personal

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attention, and understanding of the customer's

individual needs.

e. Tangibles, including physical facilities,

equipment, employees and means of

communication.

Consumers expect good service for every

transaction made. If the service provided is good, the

consumer will feel the satisfaction of the transaction.

Based on research by Ladhari et al. (2017) one of the

variables that influence consumer satisfaction is the

quality of service. Therefore in this study, the

following hypothesis was formulated:

: Service quality has a positive effect on customer

satisfaction online transportation services

2.3 Interaction Quality

The interaction quality is defined as positive results

derived from the verbal conversation and information

exchange between service providers or companies

and customers (Auh, 2005) More than that in this

interaction the customer is involved in a deeper

interaction, the quality, and depth of the

conversational interaction is very clear. So, build the

quality of interaction involvement experienced by

customers from a dialogue with service providers.

The quality of this interaction builds more narrowly

in scope and touches especially the quality of

relationships that are built from engaging in an

interactive conversation.

Consumers interact with the company through

designated employees who can improve service

quality. The better the quality of interaction, the better

the quality of service. This is consistent with research

This is consistent with the results of the study

(Clemes et al., 2011; Wu & Cheng, 2013), which

states that there is a positive influence on interaction

quality on service quality. Caruana's (2002) study

obtained the results of service quality research

affecting consumer satisfaction. Consumers will feel

satisfaction if the interaction is done in accordance

with expectations. This shows that the better the

quality of interaction, the more satisfied a consumer

is. This is consistent with the research (Joon Choi &

Sik Kim, 2013), which states that there is a positive

influence on the quality of interaction on consumer

papacy, meaning that the better the quality of

interaction, the more satisfied consumers will be in

the transaction. Therefore in this study, the following

hypothesis was formulated:

: The quality of interaction has a positive effect

on the quality of online transportation services

: Quality of interaction has a positive effect on

customer satisfaction online transportation

services

The existence of research that shows the influence

of image on service quality (Bolton & Drew, 1991;

Wallin Andreassen & Lindestad, 1998) and the

quality of service to customer satisfaction (Caruana,

2002; Ladhari et al. (2017)). In addition, there are also

research results that show the quality of interaction on

service quality (Clemes et al., 2011; Wu & Cheng,

2013), which states that there is a positive influence

on interaction quality on service quality. This shows

the variable quality of service to mediate between

image and quality of interaction with customer

satisfaction. Therefore in this study, the following

hypothesis was formulated:

: Quality of service as a mediation between the

image of customer satisfaction

: Service quality is a mediation between the

quality of interaction with customer satisfaction

3 METHODS

3.1 Procedure

The research was conducted by survey method to

consumers of online transportation services in

Purwokerto. The study was conducted with a research

instrument in the form of a closed questionnaire with

an alternative bipolar adjective answer scale 1 to 10.

This scale is a refinement of the semantic scale with

gelatin response which can be an interval scale. Each

respondent is used to indicate or disagree on each

statement given an interval scale using the 10-point

Bipolar Adjective technique. This is done by only

bringing two extreme categories (Ferdinand, 2002).

The hypothesis testing procedure is carried out

using analysis with structural equation modeling

software. Testing the first hypothesis up to the

hypothesis that is done to see the value of the Critical

Ratio. Mediation testing is carried out by procedures

developed by Sobel (Ghozali, 2006) and known as the

Sobel test (Sobel test).

3.2 Measures

This study examines the relationship between image,

service quality, interaction quality and customer

satisfaction variables. Images are measured by six

indicators of company image according to (Bloemer

& De Ruyter, 1998), namely location, merchandise,

customer service, price, advertising, and personal

selling. Service quality is measured by the indicators

Service Quality as Mediation Variable between Online Transportation Image and Interaction Quality and Consumer Satisfaction

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used by Parasuraman et al. (1985) who conducted

special research on several types of services and

managed to identify the five main factors that

determine service quality, namely reliability,

responsiveness, assurance, empathy, and tangibles.

The quality of interaction is measured by indicators

of relationship satisfaction, commitment, intimacy,

trust, passion, and love (Fletcher, Simpson, &

Thomas, 2000). Consumer satisfaction is measured

by the indicators used (Dimitriades, 2006), namely

overall satisfaction with the company, the company

always meets consumer expectations, interesting

experiences and never forgets the company.

4 RESULT

Figure 1 shows the results of the path analysis and the

significance test can be seen in Figure 1 and Table 1.

Table 1: Results of hypothesis testing

Exogenous-

Endogenous

Estimat

S.E T value P

value

Image-

Consumer

satisfaction

-0.032 0,130 -0,382 0,702

Image- Service

Quality

0,286 0,120 2,897 0,004

Service Quality-

Consumer

satisfaction

0,478 0,125 4,917 0,000

Interaction

Quality- Service

Quality

0,439 0,092 4,414 0,000

Interaction

Quality-

Consumer

satisfaction

0,423 0,106 4,727 0,000

Figure 1 shows the results of path analysis and the

value of the Goodness of fit index. Goodness of index

value consists of chi-square = 260,025, probability =

0,000, Cmin / df = 1,42, RMSEA = 0,064, GFI =

0,817, AGFI = 0,770, CFI = 0,960 and TLI = 0.955.

The goodness of fit index provides information that

there is still an indicator of the Goodness of fit index

that has not indicated that the model is fit, ie chi-

square with a probability of 0,000 (less than 0.05), the

value of GFI and AGFI is less than 0.9. There is a

goodness of fit index value that provides information

on the indicator Goodness of fit index which shows

that the model is fit, ie Cmin/df less than 2, RMSEA

is less than 0.08, the value of CFI and TLI is more than

0.95. Based on the value of the Goodness of Fit, the

index shows that the model used in this study cannot

be used as a solid model, because there is still a

goodness of fit index that is marginal (Chi-square,

probability, GFI and AGFI). Path coefficients and

significance tests are shown in Table 1. The Goodness

of index score consists of chi-square = 260.025,

probability = 0,000, Cmin / df = 1.42, RMSEA =

0.064, GFI = 0.817, AGFI = 0.770, CFI = 0.960 and

TLI = 0.955. The value of the goodness of fit index

provides information on the Goodness of fit index

indicating that the model is fit, ie chi-square with

probability 0.000 (less than 0.05), GFI and AGFI

value less than 0.9. There is a value of the goodness of

the fit index which gives the Goodness of fit index

indicating that the model is fit, ie Cmin / df less than

2, RMSEA less than 0.08, CFI and TLI values greater

than 0.95. Based on the value of Goodness of fit index

indicates that the model used in this study can not be

used as a solid model, because there is still a goodness

of fit index is marginal (Chi-square, probability, GFI

and AGFI).

Based on Table 1, it can be seen that the

standardized estimated image value of consumer

satisfaction is -0.032, t = -0.382 and P = 0.702. So H0

is accepted, meaning that the image does not affect

consumer satisfaction, so the results of the analysis do

not support the first hypothesis. The standardized

estimated image value of service quality is 0.286, t =

2.897 and P = 0.004. So H0 is rejected, meaning that

the image influences service quality, so the results of

the analysis support the second hypothesis. The value

of the standardized estimated service quality against

consumer satisfaction is 0.478, t = 4.917 and P =

0.000. So H0 is rejected, meaning service quality

affects consumer satisfaction, so the results of the

analysis support the third hypothesis. The

standardized estimated interaction quality value of

service quality is 0.439, t = 4.414 and P = 0.000. So

H0 is accepted, meaning that interaction quality

affects service quality, so the results of the analysis

support the fourth hypothesis. The standardized

estimated interaction quality value for consumer

satisfaction is 0.423, t = 4.727 and P = 0.000. So H0

is rejected, meaning that interaction quality affects

consumer satisfaction, so the results of the analysis

support the fifth hypothesis.

Table 2 shows the results of the mediation test

with Sobel t-test. The result of image-service quality-

consumer satisfaction mediation was 2.0226 with p =

0.0431. This shows the service quality variable can be

a mediating variable between image and consumer

satisfaction, thus supporting the sixth hypothesis. The

results of the mediation test interaction quality-

service quality-consumer

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Figure 1: Research Model

satisfaction is 2.9840 with p = 0.0028. This shows the

service quality variable can be a mediating variable

between interaction quality and consumer

satisfaction, thus supporting the seventh hypothesis

Table 2. The mediating effect of the image, interaction

quality, service quality, and consumer satisfaction

5 DISCUSSION

The results of this study indicate a model that is not

fit based on chi-square, probability, GFI and AGFI so

that only discussion of the relationships between

variables in the research hypothesis. Based on the

results of hypothesis testing it can be seen that the

image variable has no effect on customer satisfaction.

The results of this study are different with Bolton &

Drew (1991), Wallin Andreassen & Lindestad

(1998). This difference is motivated by the character

of the sample, in the study of Wallin Andreassen and

Lindestad (1998) using a sample of consumers with

high-cost travel packages, rarely traveling with travel

packages. In contrast to consumers, online-based

transportation services that can be obtained at a low

cost and consumers tend to often use online-based

transportation services. In previous studies, travel

packages were enjoyed with a rare frequency, so

when using the service, it was not a matter of cost and

expected a trip with a classy image, so that the image

had an effect on consumer satisfaction. Consumers of

online-based transportation services allow it to be

used for everyday transportation, so consumers need

cheaper costs and do not question the image of the

transportation service provider company. This results

in the company's image not affecting consumer

satisfaction.

The results of the study show that service quality

affects consumer satisfaction. The results of this

Independen

Variable

t hitung P Value Result

Image- Serv

Quality- Consumer

satisfaction

2,0226 0,0431 Support

Interaction quality -

Serv Quality-

Consumer

satisfaction

2.9840 0,0028 Support

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study support Han & Hyun (2017). Service quality

affects consumer satisfaction, meaning that the better

the service provided by the driver of transportation

services, the more satisfied consumers will be. Han &

Hyun (2017) is done in dominant restaurants selling

products and services. Products sold in the form of

food menus, while services sold in the form of a

restaurant atmosphere and various services to

consumers. Although there are differences in the

character of consumers, there are similarities in terms

of services, so the service business that is sold

coupled with good service can make consumers feel

satisfied.

The results of this study also show that interaction

quality affects

service quality. The results of this study

support previous research conducted by (Clemes et

al., 2011; Wu & Cheng, 2013). The results of this

study support the previous research with the

background of the respondent's character together in

the service company, Clemes et al. (2011) conducted

research on motel service companies, while Wu and

Cheng (2013) conducted research on aviation

transportation services. The similarity of the

respondent's character opportunities for the results of

mutual support is getting bigger. The results of this

study also show that interaction quality affects

consumer satisfaction. This shows that the better the

quality of interaction, the more satisfied.

6 CONCLUSION

This study resulted in the conclusion of the study that

the improvement of application-based transportation

company image was able to improve service quality,

but was not able to improve customer satisfaction.

This study also concluded that improving the quality

of interaction between drivers and consumers was

able to improve service quality and customer

satisfaction. The quality of interaction has a more

significant effect on service quality compared to the

image. Service quality has a more significant

influence on customer satisfaction compared to

company image. The placement of service quality

variables as mediation variables turned out to be

important in this model, it was proven that service

quality variables were able to mediate the relationship

between image variables and customer satisfaction

and the quality of interaction with customer

satisfaction.

7 MANAGERIAL IMPLICATION

This research produces practical implications for

online transportation service providers, should

improve customer satisfaction by improving the

image of online transportation companies,

encouraging the driver to better interact with

consumers and provide better quality services to

consumers.

8 LIMITATION AND FUTURE

RESEARCH

The limitation of this study is that in measuring

customer satisfaction it does not identify consumer

behavior in using other transportation services, so

satisfaction is only from the point of view of

transportation services. In subsequent studies, it is

expected that there will be additional moderation

variables that lead to consumer satisfaction from

consumers who have used other online transportation

services that use cars as a means of transportation

services.

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