Antecedents of Customer Loyalty: Study from the Indonesia’s Largest E-commerce

• 발행기관: 한국유통과학회
• 저자명: Mohamad RIZAN Ika FEBRILIA Agus WIBOWO Rianti Dea Rizky PRATIWI
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 7 No.10, 283~293쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.10.30

영문 초록

This study examines the effect of service quality and perceived value on customer loyalty with the intervening role of customers’ satisfaction in the e-commerce industry. The research method uses a quantitative research design with a survey model. The sample used in this study is Tokopedia consumers who live in DKI Jakarta and have done online shopping at Tokopedia at least twice in the last six months. All variables used were reliable and valid and met the research requirements. The object of this research were the 200 customer respondents who had made purchases on the largest e-commerce platform of Indonesia, Tokopedia. Data analysis was done by using SPSS and Structural Equation Modeling (SEM). The results show that: first, the service quality and perceived value affect customer satisfaction positively. Second, there is a mediating effect of customer satisfaction on the relationship between service quality and perceived value on customer loyalty. Third, service quality and perceived value directly affect customer loyalty positively but insignificantly. The result implies that the role of customer satisfaction is significant in creating loyalty. In the e-commerce industry, good quality and perception could positively influence customers but not necessarily form loyalty. For that, e-commerce players should pay a lot of attention on customer satisfaction.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results and Discussion

5. Conclusions

References

키워드

Service Quality Perceived Value Customer Satisfaction Customer Loyalty E-commerce