Do Corporate Social Responsibility, Service Quality and Customer Satisfaction influence Brand Loyalty?

The Coronavirus (Covid-۱۹) has become a threat to the world. The government has implemented various policies to prevent its spread, such as self-isolation, social distancing, etc. The regulation turned out to pose a big threat to many companies, especially in the retail sector. To survive in a pandemic, the company needs to ensure brand loyalty as an important factor in maintaining company stability. This study aims to determine the effect of Corporate Social Responsibility, Service Quality, Customer Satisfaction on Brand Loyalty, and the effect of Service Quality on Customer Satisfaction in coffee shop brands from the US. The method used is descriptive quantitative with ۱۰۰ respondents from Greater Jakarta. The findings show that Corporate Social Responsibility and Service Quality do not directly influence Brand Loyalty, while Customer Satisfaction has a positive and significant relationship with Brand Loyalty. Meanwhile, Service Quality affects Customer Satisfaction positively and significantly.

Keywords:

CSR , Service Quality , Customer Satisfaction , Brand Loyalty