The role of price, service quality, and ease of use in determining customer loyalty
Keywords:
Price, service quality, ease of use, customer satisfaction, trust, loyalty
Abstract
This study aims to analyze the effect of price, service quality, ease of use on loyalty with satisfaction and trust as intervening variables of maxim services in Padang City. While the number of samples in this study were 130 respondents. Data was collected through distributing questionnaires directly via google form and data processing was carried out through Smart PLS software. The results of this study indicate that: (1) Price has a significant effect on maximal user loyalty in Padang City, (2) Service Quality has a significant effect on maximal user loyalty in Padang City, (3) Ease of Use has a significant effect on maxim user loyalty in Padang City, (4) Satisfaction has a significant effect on maxim user loyalty in Padang City, (5) Trust has a significant effect on maxim user loyalty in Padang City, (6) Price has a significant effect on maxim user Satisfaction in Padang City, (7) Service Quality has a significant effect on maxim user Satisfaction in Padang City, (8) Service Quality has a significant effect on maxim user Trust in Padang City, (9) Ease of Use has a significant effect on maxim user satisfaction in Padang City, (10) Price has a significant effect on loyalty through satisfaction as an intervening variable for maxim users in Padang City, (11) Service Quality has a significant effect on loyalty through satisfaction as an intervening variable for maxim users in Padang City, (12) Service Quality has a significant effect on loyalty through trust as an intervening variable for maxim users in Padang City, (13) Ease of Use has a significant effect on loyalty through satisfaction as an intervening variable for maxim users in Padang City.
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References
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Bata Ilyas, G., & Mustafa, H. (2022). Price, Promotion, and Supporting Facilities on Customer Satisfaction. Golden Ratio of Marketing and Applied Psychology of Business, 2(1), 01–11. https://doi.org/10.52970/grmapb.v2i1.65
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Cheng, B.L., & Rashid, M.Z.A. (2013). Service quality and the mediating effect of corporate image on the relationship between customer satisfaction and customer loyalty in the Malaysian hotel industry. Gadjah Mada International Journal of Business, 15(2), 99–112. https://doi.org/10.22146/gamaijb.5474
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Fatima, T., Malik, S. A., & Shabbir, A. (2018). Hospital healthcare service quality, patient satisfaction and loyalty: An investigation in the context of private healthcare systems. International Journal of Quality and Reliability Management, 35(6), 1195–1214. https://doi.org/10.1108/IJQRM-02-2017-0031
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Joudeh, J. M. M., & Dandis, A. O. (2018). Service Quality, Customer Satisfaction and Loyalty in Internet Service Providers. International Journal of Business and Management, 13(8), 108. https://doi.org/10.5539/ijbm.v13n8p108
Kamtarin, M. (2012). The effect of electronic word of mouth, trust and perceived value on behavioral intention from the perspective of consumers. International Journal of Academic Research in Economics and Management Sciences, 1(4), 12.
Keller, Philip Kotler & Kevin Lane. (2009). Marketing Management (13th edition) volume 1 Indonesia: PT Index, Jakarta.
Kotler, P. and G. A. (2007). Marketing Principles. Jakarta: Erlangga.
Liefner, I., Billings, A., & Jelinek, M. (2009).郭玮1，李燕萍2，宋姝婷3（123. 1–6.
Lupiyoadi, R. (2013). Services Marketing Management. Selemba Empat: Jakarta.
McKnight, D.H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems.
Mohammad Ahmad Al-Hawari. (2015). How the personality of retail bank customers interferes with the relationship between service quality and loyalty. International Journal of Bank Marketing, 33(1), 41–57. https://www.researchgate.net/profile/Mohd_Al-Hawari/publication/281607380_How_the_personality_of_retail_bank_customers_interferes_with_the_relationship_between_service_quality_and_loyalty/links/55efc03d08aef559dc44e47a.pdf
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81. https://doi.org/10.2307/1252059
Natalia, J., & Br Ginting, D. (2018). Analysis of the Influence of Feature Completeness, Perceived Ease of Use, Information Quality, System Quality, Perceived Benefits on User Satisfaction and the Impact on Viu Application User Loyalty. Media Informatics, 17(3), 148–164. https://doi.org/10.37595/mediainfo.v17i3.19
Ohliati, J., & Abbas, BS (2019). Measuring students satisfaction in using learning management system. International Journal of Emerging Technologies in Learning, 14(4), 180–189. https://doi.org/10.3991/ijet.v14.i04.9427
Pooya, A., Abed Khorasani, M., & Gholamian Ghouzhdi, S. (2020). Investigating the effect of perceived quality of self-service banking on customer satisfaction. International Journal of Islamic and Middle Eastern Finance and Management, 13(2), 263–280. https://doi.org/10.1108/IMEFM-12-2018-0440
Septiani, R., & Nurhadi. (2020). The Mediating Role of Customer Satisfaction on the Influence of E-Service Quality. Focus Journal, 10(2), 249–268.
Sugianto, AKM (2020). Level of Public Interest in Online Transportation, Private Transportation and Public Transportation Based on Perception. Journal of Transportation Technology and Logistics, 1(2), 51–58.
Suhartanto, D., Gan, C., Sarah, IS, & Setiawan, S. (2020). Loyalty towards Islamic banking: service quality, emotional or religious driven? Journal of Islamic Marketing, 11(1), 66–80. https://doi.org/10.1108/JIMA-01-2018-0007
Susanti, E., & Parera, NO (2021). Customer Loyalty From the Ease of Using Mobile Banking. International Journal of Digital Entrepreneurship and Business, 2(1), 39–48. https://doi.org/10.52238/ideb.v2i1.37
Thungasal, CE, & Siagian, H. (2019). Customer Loyalty through Customer Satisfaction at the Kasuari Hotel. Agora, 7(1), 1–7.
Tjahjaningsih, E., Nanda, GO, Marlien, R., & Cahyan, AT (2022). The effect of promotion, store atmosphere and service quality on purchase decisions: the covid-19 pandemic. Journal of Economics and Public Health, 1(1), 19–30. https://jurnal.globalhealthsciencegroup.com/index.php/JEPH/article/view/882
Tjahyadi, A. (2006). Barnd trust in the Context of Loyalty, Bandung: Alfabeta.
Tjiptono, F. (2014). Services Marketing Management. Andi: Yogyakarta.
Tjiptono, Fandy. (1997). Marketing strategy. Yogyakarta: Andi.
Tzavlopoulos, Ι., Gotzamani, K., Andronikidis, A., & Vassiliadis, C. (2019). Determining the impact of e-commerce quality on customers' perceived risk, satisfaction, value and loyalty. International Journal of Quality and Service Sciences, 11(4), 576–587. https://doi.org/10.1108/IJQSS-03-2019-0047
Wardi, Y. (2016). Services Marketing Management. Sukabina Press: Padang.
Wu, H. C., & Cheng, C. C. (2018). What Drives Experiential Loyalty Toward Smart Restaurants? The Case Study of KFC in Beijing. Journal of Hospitality Marketing and Management, 27(2), 151–177. https://doi.org/10.1080/19368623.2017.1344952
Anggraini, F., & Budiarti, A. (2020). The Influence of Price, Promotion, and Service Quality on Customer Loyalty is Mediated by Customer Satisfaction among Gojek Consumers. Journal of Economic Education (JUPE), 8(3), 86–94. https://doi.org/10.26740/jupe.v8n3.p86-94
Asnawi, N., Sukoco, BM, & Fanani, MA (2020). The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing, 11(1), 192–212. https://doi.org/10.1108/JIMA-03-2017-0033
Bali, AY (2022). The Influence of Product Quality and Price on Consumer Loyalty with Consumer Satisfaction as an Intervening Variable. Journal of Accounting, Management and Economics, 1(1), 1–14. https://doi.org/10.56248/jamane.v1i1.7
Bata Ilyas, G., & Mustafa, H. (2022). Price, Promotion, and Supporting Facilities on Customer Satisfaction. Golden Ratio of Marketing and Applied Psychology of Business, 2(1), 01–11. https://doi.org/10.52970/grmapb.v2i1.65
Carranza, R., Díaz, E. and Martín-Consuegra, D. (2018). The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis: Exploring the mediating role of trust. Journal of Hospitality and Tourism Technology.
Cheng, B.L., & Rashid, M.Z.A. (2013). Service quality and the mediating effect of corporate image on the relationship between customer satisfaction and customer loyalty in the Malaysian hotel industry. Gadjah Mada International Journal of Business, 15(2), 99–112. https://doi.org/10.22146/gamaijb.5474
Dahiyat, S.E., Akroush, M.N., & Abu-Lail, B.N. (2011). An integrated model of perceived service quality and customer loyalty: An empirical examination of the mediating effects of customer satisfaction and customer trust. International Journal of Services and Operations Management, 9(4), 453–490. https://doi.org/10.1504/IJSOM.2011.041242
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Darmawan, D., Mardikaningsih, R., & Hadi, S. (2017). The effect of service quality, customer satisfaction and corporate image on customer loyalty in the banking sector in Indonesia. IOSR Journal of Business and Management (IOSR- JBM), 19(11), 46–51. https://doi.org/10.9790/487X-1911064651
Elizar, C., Indrawati, R., & Syah, TYR (2020). Service Quality, Customer Satisfaction, Customer Trust, and Customer Loyalty in Service of Pediatric Polyclinic Over Private H Hospital of East Jakarta, Indonesia. Journal of Multidisciplinary Academic Affairs, 4(2), 105–111.
Fatima, T., Malik, S. A., & Shabbir, A. (2018). Hospital healthcare service quality, patient satisfaction and loyalty: An investigation in the context of private healthcare systems. International Journal of Quality and Reliability Management, 35(6), 1195–1214. https://doi.org/10.1108/IJQRM-02-2017-0031
Fitriani, E. (2010). Marketing Mix and Consumer Loyalty, Bandung: Alfabeta.
Gaffar, Vanessa. (2007). Customer Relationship, Bandung: Alfabeta.
Gilbert, G. R., & Veloutsou, C. (2006). A cross-industry comparison of customer satisfaction. Journal of Services Marketing, 20(5), 298–308. https://doi.org/10.1108/08876040610679918
Giovanis, A., Athanasopoulou, P., & Tsoukatos, E. (2015). The role of service fairness in service quality. In Journal of Service Theory and Practice (Vol. 25, Issue 6).
Haghkhah, A., Rasoolimanesh, S. M., & Asgari, A. A. (2020). Effects of Customer Value and Service Quality on Customer Loyalty: Mediation Role of Trust and Commitment in Business-To-Business Context. Management Research and Practice, 12(1), 27–47.
Iriyanti, E., Qomariah, N., & Suharto, A. (2016). The Influence of Price, Product Quality and Location on Customer Loyalty Through Satisfaction as an Intervening Variable at the Jember Pangsit Noodle Depot. Indonesian Journal of Management and Business, 2(1), 1–15. http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=11&cad=rja&uact=8&ved=0ahUKEwiF7_C856PbAhWOWysKHQiTBaA4ChAWCCYwAA&url=http://jurnal.unmuhjember.ac.id/index.php/JMBI/ article/download/59/40&usg=AOvVaw0MolJ4RlvQ7Rk8ai7Di8W0
Jin, N. (Paul), Line, N.D., & Merkebu, J. (2016). The effects of image and price fairness. International Journal of Contemporary Hospitality Management, 28(9), 1895–1914. https://doi.org/10.1108/ijchm-03-2015-0094
Joudeh, J. M. M., & Dandis, A. O. (2018). Service Quality, Customer Satisfaction and Loyalty in Internet Service Providers. International Journal of Business and Management, 13(8), 108. https://doi.org/10.5539/ijbm.v13n8p108
Kamtarin, M. (2012). The effect of electronic word of mouth, trust and perceived value on behavioral intention from the perspective of consumers. International Journal of Academic Research in Economics and Management Sciences, 1(4), 12.
Keller, Philip Kotler & Kevin Lane. (2009). Marketing Management (13th edition) volume 1 Indonesia: PT Index, Jakarta.
Kotler, P. and G. A. (2007). Marketing Principles. Jakarta: Erlangga.
Liefner, I., Billings, A., & Jelinek, M. (2009).郭玮1，李燕萍2，宋姝婷3（123. 1–6.
Lupiyoadi, R. (2013). Services Marketing Management. Selemba Empat: Jakarta.
McKnight, D.H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems.
Mohammad Ahmad Al-Hawari. (2015). How the personality of retail bank customers interferes with the relationship between service quality and loyalty. International Journal of Bank Marketing, 33(1), 41–57. https://www.researchgate.net/profile/Mohd_Al-Hawari/publication/281607380_How_the_personality_of_retail_bank_customers_interferes_with_the_relationship_between_service_quality_and_loyalty/links/55efc03d08aef559dc44e47a.pdf
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81. https://doi.org/10.2307/1252059
Natalia, J., & Br Ginting, D. (2018). Analysis of the Influence of Feature Completeness, Perceived Ease of Use, Information Quality, System Quality, Perceived Benefits on User Satisfaction and the Impact on Viu Application User Loyalty. Media Informatics, 17(3), 148–164. https://doi.org/10.37595/mediainfo.v17i3.19
Ohliati, J., & Abbas, BS (2019). Measuring students satisfaction in using learning management system. International Journal of Emerging Technologies in Learning, 14(4), 180–189. https://doi.org/10.3991/ijet.v14.i04.9427
Pooya, A., Abed Khorasani, M., & Gholamian Ghouzhdi, S. (2020). Investigating the effect of perceived quality of self-service banking on customer satisfaction. International Journal of Islamic and Middle Eastern Finance and Management, 13(2), 263–280. https://doi.org/10.1108/IMEFM-12-2018-0440
Septiani, R., & Nurhadi. (2020). The Mediating Role of Customer Satisfaction on the Influence of E-Service Quality. Focus Journal, 10(2), 249–268.
Sugianto, AKM (2020). Level of Public Interest in Online Transportation, Private Transportation and Public Transportation Based on Perception. Journal of Transportation Technology and Logistics, 1(2), 51–58.
Suhartanto, D., Gan, C., Sarah, IS, & Setiawan, S. (2020). Loyalty towards Islamic banking: service quality, emotional or religious driven? Journal of Islamic Marketing, 11(1), 66–80. https://doi.org/10.1108/JIMA-01-2018-0007
Susanti, E., & Parera, NO (2021). Customer Loyalty From the Ease of Using Mobile Banking. International Journal of Digital Entrepreneurship and Business, 2(1), 39–48. https://doi.org/10.52238/ideb.v2i1.37
Thungasal, CE, & Siagian, H. (2019). Customer Loyalty through Customer Satisfaction at the Kasuari Hotel. Agora, 7(1), 1–7.
Tjahjaningsih, E., Nanda, GO, Marlien, R., & Cahyan, AT (2022). The effect of promotion, store atmosphere and service quality on purchase decisions: the covid-19 pandemic. Journal of Economics and Public Health, 1(1), 19–30. https://jurnal.globalhealthsciencegroup.com/index.php/JEPH/article/view/882
Tjahyadi, A. (2006). Barnd trust in the Context of Loyalty, Bandung: Alfabeta.
Tjiptono, F. (2014). Services Marketing Management. Andi: Yogyakarta.
Tjiptono, Fandy. (1997). Marketing strategy. Yogyakarta: Andi.
Tzavlopoulos, Ι., Gotzamani, K., Andronikidis, A., & Vassiliadis, C. (2019). Determining the impact of e-commerce quality on customers' perceived risk, satisfaction, value and loyalty. International Journal of Quality and Service Sciences, 11(4), 576–587. https://doi.org/10.1108/IJQSS-03-2019-0047
Wardi, Y. (2016). Services Marketing Management. Sukabina Press: Padang.
Wu, H. C., & Cheng, C. C. (2018). What Drives Experiential Loyalty Toward Smart Restaurants? The Case Study of KFC in Beijing. Journal of Hospitality Marketing and Management, 27(2), 151–177. https://doi.org/10.1080/19368623.2017.1344952
Published
2023-12-15
How to Cite
Hidayat, Y., Yolanda, M., & Fasyni, A. (2023). The role of price, service quality, and ease of use in determining customer loyalty. Marketing Management Studies, 3(4), 375-394. https://doi.org/10.24036/mms.v3i4.456
Section
Articles
