Determinants of Customer Satisfaction That Impact Electricity Repurchase Decisions: Evidence From Electricity Companies in Indonesia

Mohammad Ahsan, Aminullah Assagaf, Slamet Riyadi, Sukesi Sukesi, Eddy Yunus, Sri Utami Ady, Suyanto Suyanto
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Abstract

The purpose of this study is to determine the effect of marketing mix and service quality on customer satisfaction and its impact on electricity repurchase decisions, a case study on electricity companies in Indonesia. This research uses power electricity product categories and customer service provided by electricity companies. The population of this study is electricity customers spread throughout the territory of Indonesia using questionnaires of 250 respondents. This study used a multiplier regression analysis technique with SPSS Statistical Version 25 statistical processing. Research results, First, electricity customer satisfaction is significantly influenced by price, distribution channels, promotions, and service quality;  Second, customer satisfaction has a positive and significant effect on the decision to repurchase electricity, Third, simultaneously product, price, distribution channel, promotion, and service quality have a significant effect on customer satisfaction and repurchase decisions, Fourth, customer satisfaction can mediate the influence of price, distribution channels, promotions, and service quality on repurchase decisions,   But it is unable to mediate the influence of the product. The results of this study enrich the empirical literature on Marketing Mix theory, Service Quality, Customer Satisfaction, and Purchasing Decisions. Electricity companies can implement a marketing mix and service quality to improve customer satisfaction and electricity repurchase decisions. The originality of this study on mediating customer satisfaction on the effect of marketing mix and service quality on electricity repurchase decisions, no previous study has examined its effect on electricity companies in Indonesia.
影响电力回购决策的客户满意度决定因素:印度尼西亚电力公司的证据
本研究的目的是确定营销组合和服务质量对客户满意度的影响及其对再次购电决策的影响,这是一项针对印度尼西亚电力公司的案例研究。本研究使用了电力公司提供的电力产品类别和客户服务。研究对象是分布在印度尼西亚全境的电力客户,共发放了 250 份调查问卷。本研究采用乘数回归分析技术,并使用 SPSS 统计版本 25 进行统计处理。研究结果表明:第一,电力客户满意度受价格、分销渠道、促销活动和服务质量的影响显著;第二,客户满意度对再次购电决策有积极显著的影响;第三,产品、价格、分销渠道、促销活动和服务质量同时对客户满意度和再次购电决策有显著影响;第四,客户满意度可以调解价格、分销渠道、促销活动和服务质量对再次购电决策的影响,但无法调解产品的影响。本研究的结果丰富了有关营销组合理论、服务质量、客户满意度和购买决策的实证文献。电力公司可以通过实施营销组合和服务质量来提高客户满意度和电力再购买决策。本研究的独创性在于将客户满意度作为营销组合和服务质量对电力再购买决策影响的中介,此前还没有研究对印尼的电力公司产生过影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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