DEVELOPMENT OF CUSTOMER LOYALTY MODEL AT GO-RIDE SERVICES

• Main Author: RIZKY ISMANTIA NIM 23416020, KARINA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28390
• Institution: Institut Teknologi Bandung

The impact of technology on public transport services today has led to new services in the field of transportation that is online transportation. Its emergence makes the competition mode of transportation increasingly stringent. Therefore, customer loyalty becomes one of the important aspects to win this business competition. This research attempts to develop customer loyalty model by considering service factor which is divided into three namely customer service, service delivery, and on-board experience. Furthermore, this research will test the effect of user characteristics on online transportation service to customer loyalty model. <br /> <br /> The object of this research is online transportation customers who have used the GO-RIDE service in the last 12 months. In this study 517 respondents were obtained whose data will be used in data processing. Respondents were divided into two groups based on customer characteristics, namely captive rider and choice rider. Data processing is carried out using multigroup SEM technique. <br /> <br /> The results showed that there was a significant moderation effect of the different characteristics of online transport users on customer loyalty models. In the captive rider group, on-board experience and service value have no effect on customer satisfaction and service value has no effect on customer loyalty too. Customer satisfaction in this group proved to have an effect on customer loyalty and the relationship was stronger than the choice rider group. In the choice rider group, the public image has no effect on customer satisfaction but service value influences customer loyalty.