The Effect of Customer Satisfaction, Brand Trust, and Switching Barriers on Customer Retention of Users of Grab Online Transportation Services in the City of Surabaya

Author(s)	Fardha Maulidah, Sugeng Purwanto
Country	Indonesia
Abstract	This study aims to determine how customer satisfaction, brand trust, and switching barriers affect customer retention in Grab online transportation user services in Surabaya. The method in this study uses a quantitative approach. One hundred twenty respondents were obtained as research samples using non-probability sampling with a purposive sampling technique. The selected sample is consumers who have used Grab online transportation services. Data was collected via a survey via a Google form, then analyzed using Structural Equation Modeling (SEM) via Partial Least Square (PLS). The fact explains that the variables of customer satisfaction, brand trust, and switching barriers positively contribute to the customer retention variable.
Keywords	Brand Trust, Customer Retention, Customer Satisfaction, Switching Barriers
Field	Sociology > Administration / Law / Management
Published In	Volume 5, Issue 4, July-August 2023
Published On	2023-08-17
DOI	https://doi.org/10.36948/ijfmr.2023.v05i04.5505
Short DOI	https://doi.org/gsmnmp

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International Journal For Multidisciplinary Research