How to Strengthen Customer Loyalty with Technology

Charisma Pamungkas; Shine Pintor Siolemba Patiro; Joko Rizkie Widokarti

doi:10.24912/jm.v29i1.2524

Authors

Charisma Pamungkas Universitas Terbuka
Shine Pintor Siolemba Patiro Universitas Terbuka https://orcid.org/0000-0001-7912-4724
Joko Rizkie Widokarti Universitas Terbuka https://orcid.org/0000-0002-5866-9781

DOI:

https://doi.org/10.24912/jm.v29i1.2524

Keywords: Customer Relationship Management; Satisfaction Effects; Antecedents Of Customer Loyalty; Moderating Role Of Technology.

Abstract

This research aims to investigate the antecedents of loyalty and the role of technology in the Indonesian e-commerce context based on customers' points of view. This quantitative research involves data from 317 Indonesian e-commerce customers, which is then analysed using Structural Equation Modelling with Partial Least Square method (SEM-PLS). The results show customer satisfaction, trust, and engagement significantly impact loyalty. Both Trust and Engagement act as the mediator between Satisfaction and Loyalty. Meanwhile, there are differences in how technology interacts with the equation. While it lessens the influence of Engagement on Loyalty, it will increase the influence of Trust on Loyalty. This research simultaneously adds technology into the model to test its influence on the interaction between variables. It also provides CRM research, which is conducted based on customers' points of view.

Author Biographies

Charisma Pamungkas, Universitas Terbuka

charisma.rahmat@gmail.com

Shine Pintor Siolemba Patiro, Universitas Terbuka

shinepintor@ecampus.ut.ac.id

Joko Rizkie Widokarti, Universitas Terbuka

jokorw@ecampus.ut.ac.id

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