AN INVESTIGATION OF THE INTERNET GENERATION CUSTOMER LOYALTY: AN EMPIRICAL STUDY IN INDONESIA MOBILE SERVICES

Q2 Business, Management and Accounting

Business: Theory and Practice Pub Date : 2023-06-08 DOI:10.3846/btp.2023.17324

Syahmardi Yacob, Johannes Johannes, E. Edward, U. Sulistiyo, A. Mukminin

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引用次数: 0

Abstract

The study aims to investigated of iGen customer loyalty model that effected by service quality, culture, loyalty program and trust trough customer satisfaction. Following the conceptual model, an inclusive set of hypotheses have been developed. The demanded data were collected from 663 samples using an online survey, and Structural Equation Model with Smart Partial Least Square was applied to test the model and hypotheses. The research found that service quality, culture,loyalty programs, and trust are combined to predict customer loyalty. Trust and loyalty programs exert a more powerful impact on customer loyalty than service quality and culture variables. Customer satisfaction acts as a mediator in the relationship between service quality, loyalty programs, customer trust, and customer loyalty. The results have some critical academic and professional implication for determining the model of consumer loyalty and the internet generation (iGen) in mobile communication services. The study can be used as a part model in formulating a marketing strategy operation that has a competitive advantage in the mobile communication services in Indonesia.

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互联网一代客户忠诚度调查&基于印尼移动服务业的实证研究

本研究旨在通过客户满意度调查服务质量、文化、忠诚度计划和信任对iGen客户忠诚度模型的影响。根据概念模型，提出了一套包容性的假设。使用在线调查从663个样本中收集所需数据，并应用具有智能偏最小二乘的结构方程模型来测试模型和假设。研究发现，服务质量、文化、忠诚度计划和信任相结合可以预测客户忠诚度。信任和忠诚度计划对客户忠诚度的影响比服务质量和文化变量更大。客户满意度是服务质量、忠诚度计划、客户信任和客户忠诚度之间关系的中介。研究结果对确定移动通信服务中的消费者忠诚度和互联网世代（iGen）模型具有重要的学术和专业意义。该研究可作为制定营销战略运营的部分模型，在印度尼西亚的移动通信服务中具有竞争优势。

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来源期刊

Business: Theory and Practice Business, Management and Accounting-Strategy and Management

CiteScore

5.00

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： The journal "Business: Theory and Practice" is published from 2000. 1 vol (4 issues) per year are published. Articles in Lithuanian, English, German, Russian. The Journal has been included into database "ICONDA" and "Business Source Complete".