Customer Loyalty Seen from the Aspects of Service Quality, Perceived Value and Customer Satisfaction and the Role of Switching Costs as Moderating Variables (Study on Goride Online Transportation in Manado City)
Keywords:
Service Quality, Perceived Value, Customer Satisfaction, Switching Cost, Customer Loyalty
Abstract
This study aims to analyze the effect of service quality, customer perceived value, customer satisfaction and the role of switching costs on customer loyalty to GoRide online transportation users. The population in this study were all GoRide Online Transportation users in Manado City. The sampling technique used purposive sampling technique as many as 100 samples. Data analysis used path analysis and moderated regression analysis (MRA) using SPSS 23. The results showed that service quality and perceived value simultaneously and partially had a significant effect on customer satisfaction. Perceived value has a significant effect on customer loyalty, while service quality has no significant effect on customer loyalty.
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2. BPS North Sulawesi. (2021). Regency/City Gross Regional Domestic Product in North Sulawesi by Business Field 2016-2020. Manado: The Central Bureau of Statistics of North Sulawesi Province.
3. Devi, AT, & Yasa, NK (2021, May). The Role of Customer Satisfaction in Mediating the Influence of Service Quality and Perceived Value on Brand Loyalty. International Research Journal of Management, IT & Social Sciences, 8(3), pp.315-328. DOI:10.21744/irjmis.v8n3.1786
4. Firdhiani, AR, & Setiyaningrum, A. (2020). Study on Determinants of Customer Loyalty at Grabfood: Investigation of Perceived Value, Customer Satisfaction, and Switching Costs. Business Economics, 25(2), pp.120-132.http://dx.doi.org/10.17977/um042v25i2p120-132
5. Ghazali, E., Nguyen, B., Mutum, DS, & Mohd-Any, AA (2016). Constructing online switching barriers: examining the effects. Electron Markets, pp.157-171. DOI: 10.1007/s12525-016-0218-1
6. Google, Temasek, Bain. (2021). 6th edition of e-Conomy SEA - Southeast Asia's . Southest Asia: Google, Temasek, Bain Company.
7. Harazneh, I., Adaileh, MJ, Thbeitat, A., Afaneh, S., Khanfar, S., Harasis, AA, et al. (2020). The impact of quality of services and satisfaction on customer loyalty: The moderate role of switching costs. Management Science Letters, pp.1843–1856. doi: 10.5267/j.msl.2019.12.034
8. Infojek. (2021). The 30 Best and Latest Best Selling Online Ojeks 2021. Jakarta:www.infojek.com.
9. Jahmani, A., Bourini, I., & Answerreh, OA (2020). THE RELATIONSHIP BETWEEN SERVICE QUALITY, CLIENT SATISFACTION, PERCEIVED VALUE AND CLIENT LOYALTY: A CASE STUDY OF FLY EMIRATES. Cuadernos de Turismo(45), pp.219-238. DOI: 10.6018/turismo.426101
10. Kim, K.-H., & Park, D.-B. (2017). Relationships Among Perceived Value, Satisfaction, and Loyalty: Community-Based Ecotourism in Korea. Journal of Travel & Tourism Marketing, 34(2), pp.171-191. https://doi.org/10.1080/10548408.2016.1156609
11. Kotler, P., & Keller, KL (2016). A Framework For Marketing Management - Global Edition (6th ed.). England: Pearson Education Limited.
12. Kusumawati, A., & Rahayu, KS (2019). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. The TQM Journal, 32(6), pp.1525-1540.https://doi.org/10.1108/TQM-05-2019-0150
13. DEMOGRAPHIC INSTITUTION FEB UI. (2020). SUMMARY OF GO-JEK IMPACT SURVEY ON THE INDONESIAN ECONOMY. Jakarta: DEMOGRAPHIC INSTITUTION FACULTY OF ECONOMICS AND BUSINESS, University of Indonesia.
14. Mashur, R., Gunawan, BI, Fitriany, Ashoer, M., Hidayat, M., & Aditya, HP (2019). Moving From Traditional to Society 5.0: Case study by Online Transportation Business. Journal of Distribution Science, 19(9), pp.93-102.
15. Nyan, LM, Rockson, SB, & Addo, PK (2020). The Mediation Effect of Customer Satisfaction on the Relationship Between Service Quality and Customer Loyalty. Journal of Management and Strategy, 11(3), pp.13-27. DOI:10.5430/jms.v11n3p13
16. Prasetyo, B., & Wahyudi, TA (2020). THE ROLE OF DIGITAL INNOVATION, PERCEIVED VALUE, AND LOYALTY PROGRAM ON CUSTOMER LOYALTY AT GARUDA INDONESIA. Malaysian E Commerce Journal (MECJ), 4(2), pp.33-38.https://doi.org/10.26480/mecj.02.2020.33.38
17. Quoquab, F., & Mohammad, J. (2016). Is Loyalty Dead? Marketing Strategies To Survive In The Saturated Telecommunication Market. Singapore: Patridge Publishing.
18. Salim, I., Ricardo, R., MZ, SB, & Marisa, T. (2021). FACTORS AFFECTING CUSTOMER SATISFACTION IN RIDE HAILING SERVICES IN INDONESIA. Journal of Management and Business Applications, 7(1), pp.135-144.https://doi.org/10.17358/jabm.7.1.135
19. Slack, NJ, & Singh, G. (2019). The effect of service quality on customer satisfaction and loyalty and the mediating role of customer satisfaction Supermarkets in Fiji. The TQM Journal, 32(3), pp.543-558.https://doi.org/10.1108/TQM-07-2019-0187
20. Soegoto AS, DS, Soegoto and MS Pasha (2019). Empowerment Digital Strategies for Medium Small. Journal of Physics: Conference Series, 1-9.file:///C:/Users/Asus/Downloads/Empowerment_Digital_Strategies_for_Medium_Small_En.pdf
21. Soegoto.DS, AS Soegoto., AA Rafdhi (2020). Measuring and Improving Online Transactions in Product Sales Businesses by Online In The Modern Era. Journal of Critical Reviews. ISSN- 2394-5125. Vol.7 (13), 2020.pp. 662-666.www.jcreview.com/index.php?iid=2020-7-13,000&jid=197
22. Soegoto, AS Herman Karamoy. (2020). Competitive Strategy Analysis to Increase Consumer Purchasing Decisions on Minimarket Business. Ethics, Vol. 19 (1) 2020. ISSN 1412-8969.http://journal.uinjkt.ac.id/index.php/etikonomi/article/view/14337
23. Sterjadovska, NP, & Shuleska, AC (2017). AN INTEGRATED MODEL OF CUSTOMER LOYALTY IN THE MACEDONIAN MOBILE SERVICE MARKET. Marketing and Trade, 20(2), pp.199-215. DOI: 10.15240/tul/001/2017-2-015
24. Supriyanto, A., Wiyono, BB, & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business & Management, 8(1), pp.1-17.https://doi.org/10.1080/23311975.2021.1937847
25. Sweeney, JC, & Soutar, GN (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, pp. 203-220.https://doi.org/10.1016/S0022-4359(01)00041-0
26. Wardani, AK, & Wahyudi, HD (2021). Customer satisfaction as a mediation of perceived influence. Journal of Economics, Business and Education, 1(4), pp.365-379.https://doi.org/10.17977/um066v1i42021p365-379
27. Wu, W.-T., Chen, C.-B., & Chang, C.-C. (2016). Examining Paid Mobile Pplication Customer Loyalty: The Moderating Effect of Switching Costs. Business and Economic Research, 6(2), pp.100-117.https://doi.org/10.5296/ber.v6i2.9837
28. Yang, C.-C., & Chao, C.-C. (2017). How is relationship marketing, switching costs and service quality impact customer satisfaction and loyalty in Taiwan's airfreight forwarding industry? Transportmetrica A: Transport Science, 13(8), pp.1-54.https://doi.org/10.1080/23249935.2017.1321696
29. Zeithaml, VA, Bitner, JM, & Gremler, DD (2017). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). Boston: McGraw-Hill Education.
Published
2022-01-17
How to Cite
Sigar, J. F., Massie, J. D., & Soegoto, A. S. (2022). Customer Loyalty Seen from the Aspects of Service Quality, Perceived Value and Customer Satisfaction and the Role of Switching Costs as Moderating Variables (Study on Goride Online Transportation in Manado City). International Journal on Economics, Finance and Sustainable Development, 4(1), 55-56. https://doi.org/10.31149/ijefsd.v4i1.2604
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