Analysis of the Influence of E-Service Quality, E-Word of Mouth, and Promotion and Ads on Consumer Loyalty in the Marketplace
DOI:
https://doi.org/10.26593/jrsi.v13i2.7278.127-142Abstract
The trend of digital-based transactions continues to increase along with the implementation of social restrictions during the pandemic, even it becomes a new habit for the millennial generation after the pandemic ends. In Southeast Asia, Indonesia was the first rank for the retail sales through e-commerce in 2021. The competition among e-commerce, especially the marketplaces in Indonesia has become very tight. Customer satisfaction, trust and loyalty are the important indicators for improving marketplace performance. In this research, there are three main factors that are further investigated for their influence on customer satisfaction, trust, and loyalty namely e-service quality, e-word of mouth along with promotion and ads. The research was conducted on 162 Tokopedia user with the majority of the millennial generation. Hypothesis testing was carried out using the partial least square structural equation (PLS-SEM) technique. The results of this study indicate that e-service quality has a significant effect on loyalty through satisfaction and trust, promotion and ads has a significant effect on loyalty through satisfaction, and e-word of mouth has no significant effect on satisfaction, trust and consumer loyalty. To get consumer loyalty, the marketplace can improve e-service quality which has the most significant effect followed by promotion and ads.
References
Abril, C., & Rodriguez-Cánovas, B. (2016). Marketing mix effects on private labels brand equity. European Journal of Management and Business Economics, 25(3), 168–175.
Al-dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T., & Alhorani, A. M. (2017). The Impact of E-Service Quality and E-Loyalty on Online Shopping: Moderating Effect of E-Satisfaction and E-Trust. International Journal of Marketing Studies, 9(2), 92.
Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138.
Anisah, R. R., Suhendra, A. A., Chumaidiyah, E., & Kunci, K. (2018). Peningkatan Kualitas Layanan Pada Platform PT.MetraPlasa (Blanja.com) dengan Penerapan Integrasi Metode E-Servqual, Model Kano dan Quality Function Deployment (QFD).
Aprilia, W. K., Wulandari, N. D., & Diantoro, A. K. (2023). The Effect of Discounts and Free Shipping on Impulsive Purchases Moderated by Seller Service. Jurnal Manajemen Universitas Bung Hatta, 18(1), 52–64.
Baehaqi, I., Djajaremadja, D., Miharja, S., & Hendriana, E. (2021). Effects of E-ServQual in Creating Customer Loyalty Toward Online Marketplace in an Emerging Country. In Turkish Online Journal of Qualitative Inquiry (TOJQI) (Vol. 12, Issue 6).
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103–113.
Blut, M., Teller, C., & Floh, A. (2018). Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis. Journal of Retailing, 94(2), 113–135.
Chang, H. H., Wang, Y.-H., & Yang, W.-Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management & Business Excellence, 20(4), 423–443.
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth. Internet Research, 18(3), 229–247.
Christianto, C. (2023). Antecedents of Purchase Intention on Instagram Ads for Fashion and Beauty Products. Jurnal Rekayasa Sistem Industri, 12(2), 263–272.
Daud, N. F. M., Aziz, N. A. S., Mohd, F., & Sabri, N. A. A. (2021). The influence of Shopee’s e-service quality towards customer loyalty. https://api.semanticscholar.org/CorpusID:237380699
Evanschitzky, H., Ramaseshan, B., Woisetschläger, D. M., Richelsen, V., Blut, M., & Backhaus, C. (2012). Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40(5), 625–638.
Ferdinand, E., Aransyah, M. F., & Bharata, W. (2021). Analisis Kualitas Platform E-Marketplace Terhadap Loyalitas Pelanggan (Studi Kasus: Pengguna Zilingo). Ekonomi & Bisnis, 20(2).
Finn, A., & Kayande, U. (1997). Reliability Assessment and Optimization of Marketing Measurement. Journal of Marketing Research, 34(2), 262.
Giovanis, A. N., & Athanasopoulou, P. (2014). Gaining customer loyalty in the e-tailing marketplace: the role of e-service quality, e-satisfaction and e-trust. International Journal of Technology Marketing, 9(3), 288.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Third Edition. Springer International Publishing.
Hawaldar, I. T., Ullal, M. S., Birau, F. R., & Spulbar, C. M. (2019). Trapping Fake Discounts as Drivers of Real Revenues and Their Impact on Consumer’s Behavior in India: A Case Study. Sustainability, 11(17), 4637.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.
Henseler, J., Ringle, C., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43, 115–135.
Hutagalung, M. (2018). Pengaruh Bentuk Promosi Penjualan Terhadap Kepuasan Pelanggan Bagi Pengguna Member Biru Indogrosir Di Jakarta. ESENSI: Jurnal Manajemen Bisnis, 21(1), 64–76.
Iswahyuningsih, I., Tri Putri, N., Amrina, E., & Hasan, A. (2022). The Effect of Service Quality on Customer Satisfaction by Moderation of Organizational Culture and Price in View of ISO/IEC 17025:2017. Jurnal Rekayasa Sistem Industri, 11(1), 109–120.
Lee, G., & Lin, H. (2005). Customer perceptions of e‐service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161–176.
Leen, J., Ramayah, T., & Omar, A. (2012). Engaging Millennials in an evolving web environment: Some key points for e-retailers. Business Strategy Series, 13, 111–117.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce: An Integrative Typology. Information Systems Research, 13(3), 334–359.
Moreno, F. M., Lafuente, J. G., Carreón, F. Á., & Moreno, S. M. (2017). The Characterization of the Millennials and Their Buying Behavior. International Journal of Marketing Studies, 9(5), 135.
Moriuchi, E., & Takahashi, I. (2016). Satisfaction Trust and Loyalty of Repeat Online Consumer within the Japanese Online Supermarket Trade. Australasian Marketing Journal, 24(2), 146–156.
Nasimi, A. N. (2018). Factors Affecting E-Commerce Customer Loyalty in Pakistan. Journal of Marketing and Consumer Research, 49, 17–30. https://api.semanticscholar.org/CorpusID:55390071
Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science, 19(1), 22–42.
Parasuraman, A. P., Zeithaml, V., & Malhotra, A. (2005). E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7, 213–233.
Prasetyo, E. B., Sopiah, & Zen, F. (2020). The Effect of Discount Price on Purchasing Intentions Through Consumer’s Perceived Risk in the Flash Sale Program at Shopee. Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019).
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1).
Ribbink, D., van Riel, A., Liljander, V., & Streukens, S. (2004). Comfort your online customer: Quality, trust and loyalty on the internet. Managing Service Quality, 14, 446–456.
Rigdon, E. E. (2014). Rethinking Partial Least Squares Path Modeling: Breaking Chains and Forging Ahead. Long Range Planning, 47(3), 161–167. https://www.sciencedirect.com/science/article/pii/S0024630114000144
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690. https://www.sciencedirect.com/science/article/pii/S2405844019363509
Sahney, S., Banwet, D. K., & Karunes, S. (2004). A SERVQUAL and QFD approach to total quality education. International Journal of Productivity and Performance Management, 53(2), 143–166.
Shmueli, G., Ray, S., Velasquez Estrada, J. M., & Chatla, S. B. (2016). The elephant in the room: Predictive performance of PLS models. Journal of Business Research, 69(10), 4552–4564.
Sivadas, E., & Baker‐Prewitt, J. L. (2000). An Examination of The Relationship between Service Quality, Customer Satisfaction, and Store Loyalty. International Journal of Retail & Distribution Management, 28(2), 73–82.
Wirakusuma, M. M. S., Kandiawan, W. A., Runtu, J. R., & Hendriana, E. (2022). Faktor-faktor yang Mempengaruhi Loyalitas Konsumen Generasi Milenial terhadap E-marketplace. Eqien, 9(1).
Yoo, C. W., Kim, Y. J., & Sanders, G. L. (2015). The impact of interactivity of electronic word of mouth systems and E-Quality on decision support in the context of the e-marketplace. Information & Management, 52(4), 496–505.
Zeithaml, V., Parasuraman, A. P., & Malhotra, A. (2000). A Conceptual Framework for Understanding E-Service Quality: Implications for Future Research and Managerial Practice. Marketing Science Institute Working Paper Report No.
Zeithaml, V., Parasuraman, A. P., & Malhotra, A. (2002). Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge. Journal of the Academy of Marketing Science, 30, 362–375.
