Recipe for success in the service sector: Will Corporate Image Affect Customer Loyalty in Driving Course?

Abstract

It is projected by the Ministry of Transportation that in 2023, 123.8 million homecoming passengers will make their way back home. Due to the enormous number of individuals moving to their destination places utilizing a variety of modes and transportation services, the high number of homecoming travelers will have a knock-on effect. In 2020, the COVID-19 pandemic caused a sharp decline in the transportation services sector's growth, which dropped to 14.54% from 5.64% the year before. The growth rate of transportation services reached a record-breaking 15.83% last year. The Sie Bersaudara car course was founded in 1970. Sie Bersaudara always follows the latest innovations in terms of service, where Sie Bersaudara provides various types of fleets, both manual and automatic. This study employs quantitative causal approaches and is processed with the aid of the statistical package AMOS version 22.0. 100 respondents were given questionnaires with the predetermined characteristics of the respondents to collect the data. There are five hypotheses in this study, and all five are accepted with the variable that has the greatest influence is corporate image so that the service sector must always pay attention to the image of the company properly.