DEVELOPMENT OF GORIDE CUSTOMER LOYALTY MODEL WITH CUSTOMER DELIGHT AS A MEDIATING VARIABLE

• Main Author: Fahlevi, Fidruzal
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71462
• Institution: Institut Teknologi Bandung

The significant increase in internet technology development and the growth of internet users has led to increased competition in business environments, including the online transportation business. In order to survive the competitive business environment, service providers must be able to maintain customer loyalty, which is widely known to be influenced by service quality. However, recent studies show that satisfied customers do not remain loyal to a service. To overcome this problem, there is a construct that is known to mediate the relationship between service quality (cognitive evaluation aspect) and customer loyalty (response behavior) as it acts as an affective evaluation aspect that mediates the relationship between cognitive evaluation aspects and response behavior. The construct is called customer delight. This study aims to develop a customer loyalty model by considering service factors before and after customers place an order, which consists of service quality (user experience and on-board experience), reliability, and personnel that affect customer loyalty through mediating variables of customer delight. Furthermore, the research will test the effect of passenger characteristics of online transportation service to customers loyalty model. The object of this research is GoRide online transportation service customers who have used the service in the last 12 months. The data were collected by survey method, using nonprobability sampling – purposive sampling technique. A total of 519 data were collected from April 27th to June 15th, 2022, which were divided into two groups based on passenger characteristics, namely captive rider, and choice rider. The data were processed using the multigroup SEM analysis with the help of Mplus software. This study is expected to contribute to the literature on customer loyalty in transportation services and the literature on the role of customer delight in the relationship between customer satisfaction and customer loyalty. The results showed that customer loyalty was proven to be indirectly influenced by service quality through the mediating variable of customer delight. Then, the differences in the passenger characteristics of online transportation are shown to affect the customer loyalty model. In the captive rider group, customer delight is influenced by service quality and reliability. While in the choice rider group, customer delight is influenced by service quality and personnel. These results indicate that in order to remain loyal, captive rider group is concerned with the service that is felt before and during the travel and the reliability of the service provided by GoRide, while captive rider is concerned with the service that is felt before and during the travel and the attitude of personnel during the delivery of the service.