Abstract:
Conducted by the previous research by Jin-Woo Park, Rodger Robertson, and Cheng-Lung Wu (2005), this research examined the effect of service quality and corporate image towards customer loyalty (A case study of Lion Air). Tangibles, Reliability, Responsiveness, Assurance, Empathy, and Corporate Image are examined as independent variable; with Customer Loyalty as dependent variable in this research. The sample is 82 and 53.02% of the respondents is male and the rest is female. The research method being used is Multiple Regression and SPSS will be used to calculate the data. After tested, the most significant variable that affects customer loyalty of Lion Air is assurance, followed by responsiveness and empathy.
