THE RELATIONS OF THE IMAGE AND FACT OF THE SERVICE QUALITY OF BUSWAY WITH USER LOYALTY

Abstract

The provision of bus rapid transit (busway) in Jakarta aims to provide a high service quality of public
transportation, to reduce congestion, and to improve the transportation system. In fact, the success of public
transportation depends on the acceptance and loyalty of the user. The image and experience of the user
regarding the service quality also has a significant influence. Thus, the aim of this study is to explore the
relations among constructs, i.e. user loyalty, image, and experience regarding the service quality of BRT.
Responses from the user in the first corridor of BRT system was analyzed using structural equation
modeling. The results show that high image owned by the users regarding the service does not necessarily
mean a high loyalty shown by the users. Analyses confirm the support of perceived service quality on the
loyalty of the user in the future.
Keywords: loyalty, image, fact, quality of service, busway