Competitor Crisis: Determinants of Shell Customer Loyalty Through Satisfaction
DOI:
https://doi.org/10.38035/jkis.v4i3.3745Keywords:
Shell, Brand Loyalty, Customer Satisfaction, Perceived Quality, Fuel Adulteration CrisisAbstract
This study examines the effects of Perceived Quality, Perceived Value, Brand Image, Brand Identification, and Brand Trust on Customer Satisfaction and Brand Loyalty among Shell fuel consumers in the aftermath of the Pertamina fuel adulteration crisis. A quantitative approach was employed using data collected through an online survey of 400 respondents, which were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model demonstrated satisfactory reliability and validity, indicating that all constructs met the recommended criteria for indicator reliability, convergent validity, discriminant validity, and internal consistency. The structural model showed that Perceived Quality, Perceived Value, Brand Identification, Brand Trust, and Brand Image each had positive and significant effects on both Customer Satisfaction and Brand Loyalty. Furthermore, Customer Satisfaction was found to positively and significantly influence Brand Loyalty, confirming its mediating role in strengthening customer loyalty. The model exhibited moderate explanatory power, with R² values of 0.624 for Customer Satisfaction and 0.582 for Brand Loyalty. These findings highlight that both functional and psychological brand-related factors contribute to customer satisfaction and long-term loyalty, while extending the brand loyalty literature by demonstrating how a competitor crisis can create opportunities for strengthening customer relationships through enhanced perceptions of quality, value, trust, identification, and brand image
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Copyright (c) 2026 Stephanie Bella Saputri, Clarisse Callista Jacob, Agnes Madelin Sihotang
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