The Impact of Quality and Price on the Loyalty of Electronic Money Users: Empirical Evidence from Indonesia

• 발행기관: 한국유통과학회
• 저자명: Pratama PUTRA Riyanto JAYADI Ignatius STEVEN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.3, 1349~1359쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.03.30

영문 초록

The electronic money market in Indonesia continues to experience an increase in the number of users and volume of transactions. However, the electronic money market, especially server-based, in Indonesia is becoming concentrated into a few issuers. Electronic money issuers compete in price and promotion wars to gain new customers and maintain their existing ones. This paper presents an analysis of the orientation and factors that influence the loyalty in electronic money products. The research model variables in this study are adopted from the E-Service Quality and Marketing Mix categories. These variables are hypothesized to affect the perceived value and then customer loyalty. The research population consists of all Indonesians who use server-based electronic money, with a sample of 400 individuals. The results show that, in the E-Service Quality group, reliability, responsiveness, and security significantly affect perceived value, while the perceived price and perceived promotional benefits significantly affect perceived value in the Marketing Mix group. The perceived price has the highest effect on the perceived value and customer loyalty, while the perceived value has a significant effect on customer loyalty. Finally, it was found that the customer is more sensitive to the price than quality in using electronic money.

목차

1. Introduction

2. Literature Review

3. Research Methodology

4. Result and Discussion

5. Conclusion

References

키워드

Electronic Money Service Quality Marketing Mix Customer Loyalty Loyalty Orientation