Abstract: Background: This study was aimed at finding out and analyzing the impact of e-service quality and taxi fare on customers' contentment and loyalty to taxi company, PT. Bluebird Medan. Materials and Methods: The method of the study applied quantitative approach using a survey. Samples were collected by using random sampling technique, amounting 100 sample people. The data were collected through questionnaires. The method of data analysis used was descriptive and verification data analysis. Verification analysis used was path analysis. Results: The study resulted in.....
Key Word: loyalty, contentment, e-service quality, service fare
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