Customer Loyalty Research : The Cases of Existing E-Commerce Platforms
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Sep 25, 2021
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Abstract
Customer loyalty has become primary challenge to the existing e-commerce platforms in the competitive business environment. This research aims to determine the effects of several variables related elements to increasing customer loyalty in the digitalization, such as social media marketing, online customer experience, satisfaction, and positive word of mouth. We received 252 feedbacks, then the data were analyzed by assisting PLS 3.3 Software through the technique of SEM. We found there are fifth hypothesis in line with expectation, and two of them are rejected.
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How to Cite
Usmed, D. C., Syafrizal, Alfitman, Yuliani, F., & Hidayat, T. (2021). Customer Loyalty Research : The Cases of Existing E-Commerce Platforms. Enrichment : Journal of Management, 12(1), 499-504. https://doi.org/10.35335/enrichment.v12i1.253
References
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Anggraeni, D., Kumadji, S., & Sunarti, S. (2016). Pengaruh Kualitas Produk Terhadap Kepuasan dan Loyalitas Pelanggan (Survey pada Pelanggan Nasi Rawon di Rumah Makan Sakinah Kota Pasuruan). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 37(1), 171–177.
Cornella, R. (2020). Emosi Konsumen Dalam Mendukung Kepuasan Pembelian Secara Online Di Masa Pandemi Covid 19. 1(1), 1–10.
Desara, T., Verinita, V., Maruf, M., & Hidayat, T. (2021). Enhancing Repurchase Intention in Retail : the Role of Customer Satisfaction , Service Quality , and Product Assortment. Enrichment Journal of Management, 12(1), 325–329.
Dulek, B., & Aydin, İ. (2020). Effect of Social Media Marketing On E-Wom, Brand Loyalty, and Purchase Intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78–93.
Erdogmus, I. E., & Cicek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia - Social and Behavioral Sciences, 58, 1353–1360. https://doi.org/10.1016/j.sbspro.2012.09.1119
Esbjerg, L., Jensen, B. B., Bech-Larsen, T., De Barcellos, M. D., Boztug, Y., & Grunert, K. G. (2012). An integrative conceptual framework for analyzing customer satisfaction with shopping trip experiences in grocery retailing. Journal of Retailing and Consumer Services, 19(4), 445–456. https://doi.org/10.1016/j.jretconser.2012.04.006
Farida, N. U. (2019). Pengaruh Reputasi Merek, Kualitas Produk Dan Word of Mouth Terhadap Repurchase Intention Koperasi Serba Usaha (Ksu) Apikri (Studi Kasus Pada Konsumen Produk Kerajinan Ksu Apikri Yogyakarta). Jurnal Ilmu Manajemen, 15(1), 25–33. https://doi.org/10.21831/jim.v15i1.25073
Frinlicia, F., & Medina, B. (2016). Perceived Organizational Support Effect, Rewards, and Recognition, and Sprituality. Business and Entrepreneurial Review, 15(2), 147–170.
Gauri, D. K., Jindal, R. P., Ratchford, B., Fox, E., Bhatnagar, A., Pandey, A., Navallo, J. R., Fogarty, J., Carr, S., & Howerton, E. (2021). Evolution of retail formats: Past, present, and future. Journal of Retailing, 97(1), 42–61. https://doi.org/10.1016/j.jretai.2020.11.002
Gvili, Y., & Levy, S. (2016). Antecedents of attitudes toward eWOM communication: differences across channels. Internet Research, 26(5), 1030–1051. https://doi.org/10.1108/IntR-08-2014-0201
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seventh). Pearson Prentice Hall.
Heale, R., & Twycross, A. (2015). Validity and reliability in quantitative studies. Evidence-Based Nursing, 18(3), 66–67. https://doi.org/10.1136/eb-2015-102129
Hidayat, T., Fahmy, R., Sari, D. K., Mergeresa, F., & Fernando, Y. (2021). COVID 19 Outbreak Effect on Leadership, Job Satisfaction, And Turnover Intention: A Mediating Model of Indonesian Banking Sector. International Journal of Industrial Management, 10(1), 113–128. https://doi.org/10.1.2021.6011
Kim, M. J., & Hall, C. M. (2020). Can sustainable restaurant practices enhance customer loyalty? The roles of value theory and environmental concerns. Journal of Hospitality and Tourism Management, 43(October 2019), 127–138. https://doi.org/10.1016/j.jhtm.2020.03.004
Kurniasari, M., & Budiatmo, A. (2018). Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J.Co Donuts & Coffee Semarang. Jurnal Administrasi Bisnis, 7(1), 25. https://doi.org/10.14710/jab.v7i1.22571
Maarit Lipiäinen, H. S., Karjaluoto, H. E., & Nevalainen, M. (2014). Digital channels in the internal communication of a multinational corporation. Corporate Communications, 19(3), 275–286. https://doi.org/10.1108/CCIJ-07-2012-0050
Marliya, N. M., & Wahyono. (2016). Membangun Consumer Loyalty Melalui Social Media. 203 Management Analysis Journal, 5(3), 203–215.
McLean, G. J. (2017). Investigating the online customer experience – a B2B perspective. Marketing Intelligence and Planning, 35(5), 657–672. https://doi.org/10.1108/MIP-12-2016-0222
Naeem, M. (2019). Do social networking platforms promote service quality and purchase intention of customers of service-providing organizations ? Journal of Management Development, 38(7), 561–581. https://doi.org/10.1108/JMD-11-2018-0327
Pratama, Z. P., Sari, D. K., Games, D., & Hidayat, T. (2021). Covid 19 Pandemic : Enhancing Customer Loyalty To Traditional Market Existence. Enrichment: Journal of Management, 12(1), 152–157.
Sallam, M. A. (2016). An Investigation of Corporate Image Effect on WOM: The Role of Customer Satisfaction and Trust. International Journal of Business Administration, 7(3), 27–35. https://doi.org/10.5430/ijba.v7n3p27
Sano, K. (2015). An empirical study of the effect of social media amrketing activities upon customer satisfaction, positive word of mouth and commitment in indemnity insurance service. Nhk技研, 151(0), 10–17.
Sari, D. K., Suziana, S., & Games, D. (2020). An evaluation of social media advertising for Muslim millennial parents. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-02-2020-0055
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach, 6th Edition.
Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22(2), 142–162. https://doi.org/10.1108/SJME-03-2018-0009
Shen, C., & Yahya, Y. (2021). The impact of service quality and price on passengers’ loyalty towards low-cost airlines: The Southeast Asia’s perspective. Journal of Air Transport Management, 91(October 2020), 101966. https://doi.org/10.1016/j.jairtraman.2020.101966
Sinollah, M. (2019). Pengukuran Kualitas Pelayanan Dalam membentuk Kepuasan Pelanggan Sehingga Tercipta Loyalitas Pelanggan ( Studi Kasus pada Toko Mayang Collection cabang Kepanjen ). Dialektika, 4, 45–64.
Stamolampros, P., Korfiatis, N., Chalvatzis, K., & Buhalis, D. (2019). Job satisfaction and employee turnover determinants in high contact services: Insights from Employees’Online reviews. Tourism Management, 75(May), 130–147. https://doi.org/10.1016/j.tourman.2019.04.030
Sugiyono. (2010). Metode penelitian kuantitatif, kualitatif, dan R & D. In Metode penelitian kuantitatif, kualitatif, dan R & D. Alfabeta.
The World Bank Group, & The International Bank for Reconstruction and Development. (2020). Payment Systems Worldwide - Summary Outcomes of the Fifth Global Payment Systems Survey. June.
Theresia, N. M. M. D. T., & Wardana, I. M. (2019). Pengaruh Pengalaman Belanja Online, Kepuasan Pelanggan, Dan Adjusted Expection Terhadap Niat Membeli Kembali Melalui Traveloka. E-Jurnal Manajemen Universitas Udayana, 8(8), 4899. https://doi.org/10.24843/ejmunud.2019.v08.i08.p07
Tjahjaningsih, E., Ningsih, D. H. U., & Utomo, A. P. (2020). The Effect of Service Quality and Product Diversity on Customer Loyalty: The Role of Customer Satisfaction and Word of Mouth. Journal of Asian Finance, Economics and Business, 7(12), 481–490. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.481
Tomas M. Hult, Sarstedt, M., & Ringle, C. M. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220–221. https://doi.org/10.1080/1743727x.2015.1005806
Wardi, Y., Abror, A., & Trinanda, O. (2018). Halal tourism: antecedent of tourist’s satisfaction and word of mouth (WOM). Asia Pacific Journal of Tourism Research, 23(5), 463–472. https://doi.org/10.1080/10941665.2018.1466816
Wibowo, R. (2015). Kesuksesan E-commerce (OnlineShopping) Melalui Trust Dan Customer Loyalty. Ekonomi Bisnis, 20(1), 8–15.
Wijaya, B., & Yulita, H. (2020). Effect of Emotional Experience, Electronic Word of Mouth, Reputation, Customer Satisfaction on Loyalty. Ilomata International Journal of Management, 1(4), 215–227. https://doi.org/10.52728/ijjm.v1i4.164
Yuliani, F., Syahrul, L., Lukito, H., & Hidayat, T. (2021). Affective Commitment in Questions ; Does LMX , POS , and Job Satisfaction being Answer ? Enrichment: Journal of Management, 12(1), 120–125.
Zaid, S., & Patwayati, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Alvian, M. S., & Prabawani, B. (2020). Pengaruh Sales Promotion dan Keberagaman Produk Pada SHOPEE Terhadap Minat Beli Ulang Melalui Kepuasan Konsumen Sebagai Variabel Intervening. Diponegoro Journal of Management, 1(7), 68–70.
Anggraeni, D., Kumadji, S., & Sunarti, S. (2016). Pengaruh Kualitas Produk Terhadap Kepuasan dan Loyalitas Pelanggan (Survey pada Pelanggan Nasi Rawon di Rumah Makan Sakinah Kota Pasuruan). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 37(1), 171–177.
Cornella, R. (2020). Emosi Konsumen Dalam Mendukung Kepuasan Pembelian Secara Online Di Masa Pandemi Covid 19. 1(1), 1–10.
Desara, T., Verinita, V., Maruf, M., & Hidayat, T. (2021). Enhancing Repurchase Intention in Retail : the Role of Customer Satisfaction , Service Quality , and Product Assortment. Enrichment Journal of Management, 12(1), 325–329.
Dulek, B., & Aydin, İ. (2020). Effect of Social Media Marketing On E-Wom, Brand Loyalty, and Purchase Intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78–93.
Erdogmus, I. E., & Cicek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia - Social and Behavioral Sciences, 58, 1353–1360. https://doi.org/10.1016/j.sbspro.2012.09.1119
Esbjerg, L., Jensen, B. B., Bech-Larsen, T., De Barcellos, M. D., Boztug, Y., & Grunert, K. G. (2012). An integrative conceptual framework for analyzing customer satisfaction with shopping trip experiences in grocery retailing. Journal of Retailing and Consumer Services, 19(4), 445–456. https://doi.org/10.1016/j.jretconser.2012.04.006
Farida, N. U. (2019). Pengaruh Reputasi Merek, Kualitas Produk Dan Word of Mouth Terhadap Repurchase Intention Koperasi Serba Usaha (Ksu) Apikri (Studi Kasus Pada Konsumen Produk Kerajinan Ksu Apikri Yogyakarta). Jurnal Ilmu Manajemen, 15(1), 25–33. https://doi.org/10.21831/jim.v15i1.25073
Frinlicia, F., & Medina, B. (2016). Perceived Organizational Support Effect, Rewards, and Recognition, and Sprituality. Business and Entrepreneurial Review, 15(2), 147–170.
Gauri, D. K., Jindal, R. P., Ratchford, B., Fox, E., Bhatnagar, A., Pandey, A., Navallo, J. R., Fogarty, J., Carr, S., & Howerton, E. (2021). Evolution of retail formats: Past, present, and future. Journal of Retailing, 97(1), 42–61. https://doi.org/10.1016/j.jretai.2020.11.002
Gvili, Y., & Levy, S. (2016). Antecedents of attitudes toward eWOM communication: differences across channels. Internet Research, 26(5), 1030–1051. https://doi.org/10.1108/IntR-08-2014-0201
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seventh). Pearson Prentice Hall.
Heale, R., & Twycross, A. (2015). Validity and reliability in quantitative studies. Evidence-Based Nursing, 18(3), 66–67. https://doi.org/10.1136/eb-2015-102129
Hidayat, T., Fahmy, R., Sari, D. K., Mergeresa, F., & Fernando, Y. (2021). COVID 19 Outbreak Effect on Leadership, Job Satisfaction, And Turnover Intention: A Mediating Model of Indonesian Banking Sector. International Journal of Industrial Management, 10(1), 113–128. https://doi.org/10.1.2021.6011
Kim, M. J., & Hall, C. M. (2020). Can sustainable restaurant practices enhance customer loyalty? The roles of value theory and environmental concerns. Journal of Hospitality and Tourism Management, 43(October 2019), 127–138. https://doi.org/10.1016/j.jhtm.2020.03.004
Kurniasari, M., & Budiatmo, A. (2018). Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J.Co Donuts & Coffee Semarang. Jurnal Administrasi Bisnis, 7(1), 25. https://doi.org/10.14710/jab.v7i1.22571
Maarit Lipiäinen, H. S., Karjaluoto, H. E., & Nevalainen, M. (2014). Digital channels in the internal communication of a multinational corporation. Corporate Communications, 19(3), 275–286. https://doi.org/10.1108/CCIJ-07-2012-0050
Marliya, N. M., & Wahyono. (2016). Membangun Consumer Loyalty Melalui Social Media. 203 Management Analysis Journal, 5(3), 203–215.
McLean, G. J. (2017). Investigating the online customer experience – a B2B perspective. Marketing Intelligence and Planning, 35(5), 657–672. https://doi.org/10.1108/MIP-12-2016-0222
Naeem, M. (2019). Do social networking platforms promote service quality and purchase intention of customers of service-providing organizations ? Journal of Management Development, 38(7), 561–581. https://doi.org/10.1108/JMD-11-2018-0327
Pratama, Z. P., Sari, D. K., Games, D., & Hidayat, T. (2021). Covid 19 Pandemic : Enhancing Customer Loyalty To Traditional Market Existence. Enrichment: Journal of Management, 12(1), 152–157.
Sallam, M. A. (2016). An Investigation of Corporate Image Effect on WOM: The Role of Customer Satisfaction and Trust. International Journal of Business Administration, 7(3), 27–35. https://doi.org/10.5430/ijba.v7n3p27
Sano, K. (2015). An empirical study of the effect of social media amrketing activities upon customer satisfaction, positive word of mouth and commitment in indemnity insurance service. Nhk技研, 151(0), 10–17.
Sari, D. K., Suziana, S., & Games, D. (2020). An evaluation of social media advertising for Muslim millennial parents. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-02-2020-0055
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach, 6th Edition.
Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22(2), 142–162. https://doi.org/10.1108/SJME-03-2018-0009
Shen, C., & Yahya, Y. (2021). The impact of service quality and price on passengers’ loyalty towards low-cost airlines: The Southeast Asia’s perspective. Journal of Air Transport Management, 91(October 2020), 101966. https://doi.org/10.1016/j.jairtraman.2020.101966
Sinollah, M. (2019). Pengukuran Kualitas Pelayanan Dalam membentuk Kepuasan Pelanggan Sehingga Tercipta Loyalitas Pelanggan ( Studi Kasus pada Toko Mayang Collection cabang Kepanjen ). Dialektika, 4, 45–64.
Stamolampros, P., Korfiatis, N., Chalvatzis, K., & Buhalis, D. (2019). Job satisfaction and employee turnover determinants in high contact services: Insights from Employees’Online reviews. Tourism Management, 75(May), 130–147. https://doi.org/10.1016/j.tourman.2019.04.030
Sugiyono. (2010). Metode penelitian kuantitatif, kualitatif, dan R & D. In Metode penelitian kuantitatif, kualitatif, dan R & D. Alfabeta.
The World Bank Group, & The International Bank for Reconstruction and Development. (2020). Payment Systems Worldwide - Summary Outcomes of the Fifth Global Payment Systems Survey. June.
Theresia, N. M. M. D. T., & Wardana, I. M. (2019). Pengaruh Pengalaman Belanja Online, Kepuasan Pelanggan, Dan Adjusted Expection Terhadap Niat Membeli Kembali Melalui Traveloka. E-Jurnal Manajemen Universitas Udayana, 8(8), 4899. https://doi.org/10.24843/ejmunud.2019.v08.i08.p07
Tjahjaningsih, E., Ningsih, D. H. U., & Utomo, A. P. (2020). The Effect of Service Quality and Product Diversity on Customer Loyalty: The Role of Customer Satisfaction and Word of Mouth. Journal of Asian Finance, Economics and Business, 7(12), 481–490. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.481
Tomas M. Hult, Sarstedt, M., & Ringle, C. M. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220–221. https://doi.org/10.1080/1743727x.2015.1005806
Wardi, Y., Abror, A., & Trinanda, O. (2018). Halal tourism: antecedent of tourist’s satisfaction and word of mouth (WOM). Asia Pacific Journal of Tourism Research, 23(5), 463–472. https://doi.org/10.1080/10941665.2018.1466816
Wibowo, R. (2015). Kesuksesan E-commerce (OnlineShopping) Melalui Trust Dan Customer Loyalty. Ekonomi Bisnis, 20(1), 8–15.
Wijaya, B., & Yulita, H. (2020). Effect of Emotional Experience, Electronic Word of Mouth, Reputation, Customer Satisfaction on Loyalty. Ilomata International Journal of Management, 1(4), 215–227. https://doi.org/10.52728/ijjm.v1i4.164
Yuliani, F., Syahrul, L., Lukito, H., & Hidayat, T. (2021). Affective Commitment in Questions ; Does LMX , POS , and Job Satisfaction being Answer ? Enrichment: Journal of Management, 12(1), 120–125.
Zaid, S., & Patwayati, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983