EVALUATING CUSTOMERS’ PERCEIVED ONLINE CHANNEL VALUE AND THEIR RELATIONSHIP WITH ONLINE CHANNEL SATISFACTION AND LOYALTY INTENTION IN FASHION MULTICHANNEL RETAILERS BASED IN JAKARTA, BANDUNG AND SURABAYA

• Main Author: Nurasyah, Bianda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46036
• Institution: Institut Teknologi Bandung

Background: Fashion retailers have grown rapidly in Indonesia. At the same time in the past decade, multichannel retailers who own online and offline channels, have come into surface. This indicates relatively high usage of online channels. Customers? channel choice is highly related with customer perceived value of the channels. Previous studies also show that customer perceived value is direct antecedents to satisfaction and loyalty. Purpose: The purpose of this study is to analyze Perceived Online Channel Value (POCVAL)?s components and to see its influence towards online channel satisfaction and online channel loyalty intentions, specifically in fashion multichannel retailers environment. Methods: A quantitative research is the base of this research. 210 respondents data will be analysed, with specific criterion (female, aged 18-35 years old, live in Jakarta, Bandung or Surabaya, and has experienced multichannel shopping in the past six months). Hierarchical component will be used to draw model of POCVAL as the second order and its five components (service performance value, emotional value, monetary value, brand integration value and channel convenience value) as the first order. The outcomes of POCVAL, which are online channel satisfaction and online channel loyalty, will be examined using PLS-SEM method. Further, Variance Accounted For (VAF) is also used to estimate indirect effect of Online Channel Satisfaction. Findings: The findings in this study discover that the five indicator items are formative components of POCVAL, and that POCVAL is positively related to both online channel satisfaction and online channel loyalty. In addition, online channel satisfaction is confirmed to be mediating variable between POCVAL and online channel loyalty intention. The strongest construct to form POCVAL is emotional value for Bandung and Surabaya customers, and channel convenience value for Jakarta customers. Originalty/value: This research can help fashion multichannel retailers to enhance their online channel value through actionable performance.