Technology Adoption in Bluebird Tools for Customer Loyalty (Case Study: Blue Bird Taxi in Jabodetabek)

Abstract

Indonesia's transportation sector has undergone significant shifts since the 1990s, yet taxi services continue to play a vital role. Digital tools are now central to the industry, as demonstrated by Bluebird's adoption of the My Blue Bird app, which streamlines ride-hailing and payment. This research evaluates how service quality, brand image, and app performance jointly shape customer loyalty, with customer satisfaction acting as a mediating factor. A quantitative approach guided the collection of data through online surveys circulated via WhatsApp, Facebook, and Instagram; 251 users of the My Blue Bird app participated. SmartPLS software facilitated data analysis and hypothesis testing. Findings reveal that service quality, brand reputation, and app quality directly enhance customer satisfaction, which subsequently drives loyalty. The results emphasize the need for ongoing enhancements in service execution and mobile interfaces to cultivate durable customer allegiance.