CUSTOMER ENGAGEMENT MODEL DEVELOPMENT USING MOBILE PAYMENT APPLICATIONS

• Main Author: Isabela Islam, Ghea
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66052
• Institution: Institut Teknologi Bandung

Technological developments provide major changes to the behavior of users. Mobile payment is one example of technological developments in the financial sector that makes it easy for users to transact via their cell phones. Currently, m- payment services are growing, which is indicated by the increasing number of service providers in the m-payment (e-wallet) field. One of the strategies that Link Aja service providers can do in order to compete with their competitors is to pay attention to the customer engagement aspect. There are shortcomings in previous studies which are then used as the basis for the novelty of this research, namely it is carried out on m-payment users, has been tested empirically using PLS-SEM, and added variables forming service experience variables. This study uses a Service-Dominant Logic approach by adding service quality, information quality, and system quality variables as formative variables from the service experience variable. This study uses 306 data from Link Aja m-payment service users in Indonesia which were collected through an online questionnaire survey. The data obtained is then processed using the PLS-SEM method. The results of the study indicate that there are three factors that can shape customer engagement on Link Aja users, which are trust, positive emotion, and satisfaction. The trust factor has a higher influence on customer engagement compared to positive emotion and satisfaction. Positive emotion is proven to be significantly influenced by the service experience variable. Satisfaction is proven to be significantly formed by the commitment and trust variables. Service experience is proven to be significantly reflected by the system quality, information quality, and service quality variables. Suggestions that can be given to m-payment service providers Link Aja are that they need to strengthen the customer trust factor by providing services as promised and also paying attention to the interests of users while using the service because in addition to continuing to interact with existing customers, the findings of this study found that customer engagement also indicates that they can acquire new customers.