The Effect of Electronic Service Quality on Customer Loyalty Through Customer Satisfaction of GO-JEK Application Users in Banda Aceh
Author: Wahyu Alchalidy, Permana Honeyta Lubis and Sorayanti Utami, Indonesia
Abstract: This research aims to analyze the effect of electronic service quality on customer loyalty both directly and indirectly through customer satisfaction. The sampling technique used is purposive sampling with the size of respondents as many 200 GO-JEK application users in Banda Aceh. Data analysis technique used is Structural Equation Model (SEM). Special for the indirect effect, the model is tested using Sobel test calculator. The results showed that electronic service quality has a significant effect on customer satisfaction; customer satisfaction has a significant effect on customer loyalty; electronic service quality has a significant effect on customer loyalty both directly and indirectly through customer satisfaction. These all findings are supported also with the previous causality theories, and this model can be an update reference for the further research models. This is also enrich the realm of knowledge and social science especially in management and marketing fields. The originality resides in its model, which is a combination from previous causality research models. The limitation rests in the scope of object, and the amount of variables, that are only three. The implication also shows in several decision that can be taken by leaders related to the object.