| This study aims to know the effects of service quality, customer value, and customer satisfaction to customer loyalty through the mediating role of customer relationship management (CRM), and also the effect of customer delight to customer loyalty, which is moderated by brand image. This study related to after sales service from authorized workshop in Jakarta. Two classification of authorized workshop based on brand image are authorized workshop with high brand image and authorized workshop with low brand image. The results showed that CRM is positively related to customer loyalty for both conditions (high brand image and low brand image). Further, it is found that the effects of service quality and customer satisfaction to customer loyalty via CRM, and also the effect of customer delight to customer loyalty are stronger when perceived brand image is high than when it is low. Conversely, the effect of customer value to customer loyalty is not stronger when perceived brand image is higher. The results have managerial implications for the authorized workshop to increase the loyalty of its customers. |