•  
  •  
 

Abstract

Parental loyalty toward child therapy services is a critical factor in ensuring the sustainability of child development therapy centers. This study aims to analyze the effects of perceived quality, perceived value, perceived satisfaction, and perceived differentiation on brand trust and brand loyalty within the context of a child development therapy center. The study adopts a quantitative explanatory approach using Structural Equation Modeling–Partial Least Squares (SEM–PLS). A total of 784 respondents who had utilized pediatric therapy services participated in this study. The results indicate that brand trust is the strongest predictor of brand loyalty (β = 0.386; p < 0.001). Perceived differentiation exerts the strongest influence on brand trust (β = 0.399; p < 0.001). Perceived quality significantly affects brand trust but does not have a direct effect on brand loyalty. Meanwhile, perceived satisfaction and perceived value significantly influence both brand trust and brand loyalty. These findings underscore that parental loyalty is shaped by a combination of trust, service differentiation, satisfaction, and perceived value. This study provides important managerial implications for the development of effective strategies in pediatric therapy services.

Bahasa Abstract

Loyalitas orang tua terhadap layanan terapi anak merupakan faktor penting dalam menjaga keberlanjutan pusat terapi tumbuh kembang. Penelitian ini bertujuan menganalisis pengaruh perceived quality, perceived value, perceived satisfaction, dan perceived differentiation terhadap brand trust dan brand loyalty pada konteks layanan di sebuah pusat terapi tumbuh kembang anak. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode Structural Equation Modeling–Partial Least Squares (SEM–PLS). Sebanyak 784 responden yang telah menggunakan layanan terapi berpartisipasi dalam penelitian ini. Hasil menunjukkan bahwa brand trust merupakan prediktor terkuat terhadap brand loyalty (β = 0.386; p < 0.001). Perceived differentiation memberi pengaruh paling besar terhadap brand trust (β = 0.399; p < 0.001). Perceived quality berpengaruh signifikan terhadap brand trust namun tidak berpengaruh langsung terhadap brand loyalty. Perceived satisfaction dan perceived value berpengaruh signifikan terhadap keduanya. Temuan ini menegaskan bahwa loyalitas orang tua sangat dipengaruhi oleh kombinasi kepercayaan, diferensiasi layanan, kepuasan, dan nilai yang dirasakan. Penelitian ini memberi implikasi manajerial penting bagi pengembangan strategi layanan terapi anak.

References

Açikgöz, F. Y., Kayakuş, M., Zăbavă, B.-S., & Kabas, O. (2024). Brand reputation and trust: The impact on customer satisfaction and loyalty for the Hewlett-Packard brand. Sustainability, 16(22), 9681. https://doi.org/10.3390/su16229681

Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572. https://doi.org/10.1108/MIP-02-2019-0095

Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7–8), 910–925. https://doi.org/10.1108/03090560510601833

Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2024). Customer perceived value: A comprehensive meta-analysis. Journal of Service Research, 27(4), 501-524. https://doi.org/10.1177/10946705231222295

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(4), 81-93. https://doi.org/10.1509/jmkg.65.4.81.18334

Damaschi, G., Aboueldahab, A., & D’Addario, M. (2025). Decomposing brand loyalty: An examination of loyalty subcomponents, product price range, consumer personality, and willingness to pay. Behavioral Sciences, 15(2), 189. https://doi.org/10.3390/bs15020189

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1007/BF00173172

Farrag, M. E., & Elessamy, D. (2025). Investigating the effect of perceived healthcare products quality and brand image on brand usage moderated by brand trust. Journal of Advances in Economics and Business Studies, 2(1), 81-98. https://doi.org/10.1109/JAEBS.2025.0011

García-Salirrosas, E. E., Escobar-Farfán, M., Esponda-Pérez, J. A., Millones-Liza, D. Y., Villar-Guevara, M., Haro-Zea, K. L., & Gallardo-Canales, R. (2024). The impact of perceived value on brand image and loyalty: A study of healthy food brands in emerging markets. Frontiers in Nutrition, 11, 1482009. https://doi.org/10.3389/fnut.2024.1482009

Grisaffe, D. B., & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052-1059. https://doi.org/10.1016/j.jbusres.2010.11.002

He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657. https://doi.org/10.1016/j.jbusres.2011.03.007

Hossain, M. Z., & Kibria, H. (2024). Exploring the evolution of brand loyalty in the age of social media. Journal of Service Science and Management, 17, 219-247. https://doi.org/10.4236/jssm.2024.173011

Kamath, P. R., Pai, Y. P., & Prabhu, N. K. P. (2020). Building customer loyalty in retail banking: A serial-mediation approach. International Journal of Bank Marketing, 38(2), 456-484. https://doi.org/10.1108/IJBM-01-2019-0034

Liaquat, F., Naveed, J., Batool, F., Shaikh, F., Nasim Pasha, G., & Fatmi, S. I. A. (2025). The role of brand trust in the healthcare industry: Impact of brand experience, influencer expertise, and cultural values on loyalty and advocacy. Journal of Medical & Health Sciences Review, 2(1), 1637-1670. https://doi.org/10.1234/jmh.2025.01637

Liu, S., Li, G., Liu, N., & Hongwei, W. (2021). The impact of patient satisfaction on patient loyalty with the mediating effect of patient trust. Inquiry: The Journal of Health Care Organization, Provision, and Financing, 58, 1-11. https://doi.org/10.1177/00469580211007221

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33-44. https://doi.org/10.1509/jmkg.63.4.33.18516

Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1/2), 43-59. https://doi.org/10.1108/EJM-01-2014-0020

Rubio, N., Villaseñor, N., & Yagüe, M. J. (2017). Creation of consumer loyalty and trust in the retailer through store brands: The moderating effect of choice of store brand name. Journal of Retailing and Consumer Services, 34, 1-9. https://doi.org/10.1016/j.jretconser.2016.07.014

Sari, N. P., Artha, B., & Hadi, A. S. (2023). Brand loyalty: A literature review. International Journal of Economics, Business and Accounting Research, 7(1), 66-75. https://doi.org/10.33103/ijebar.v7i1.203

Shin, S. K. S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand trust and brand loyalty: A moderation and mediation perspective. Current Journal of Applied Science and Technology, 38(4), 1-17. https://doi.org/10.9734/CJAST/2019/v38i430376

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0

Zhu, S., Zhou, J., & Xu, N. (2025). The impact of perceived quality on patients' adoption and usage of online health consultations: An empirical study based on trust theory. Healthcare, 13(14), 1753. https://doi.org/10.3390/healthcare13141753

Download

Share

COinS