Title: THE EFFECT OF E-SERVQUAL ON LOYALTY MEDIATED BY TRUST AND MODERATED BY SWITCHING COST

Author: JOVITA VICKA BAYU WARDHANI

Affiliations : Master of Management Science Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

This study aims to examine the influence of e-servqual variables mediated by trust and switching costs on e-commerce customer loyalty. The sample/respondents used in this study were 109 internet users who had made product purchases via the internet (e-commerce transactions) during the past year. In this study, the e-servqual variable was measured using indicators of efficiency, reliability, fulfillment, privacy, responsiveness, compensation, and contact. The switching cost variable was measured using indicators of economic risk cost, evaluation cost, learning cost, benefit loss cost, and monetary loss cost. The trust variable was measured using indicators of purpose-based trust and profit-based trust. The loyalty variable was measured through two indicators: repurchase intention and high or low transaction value. The analysis method used Partial Least Square (PLS). The results of the hypothesis testing showed that the e-servqual variable had a significant positive effect on trust, the trust variable had a significant positive effect on loyalty, and the switching cost variable also had a significant positive effect on loyalty.

Keywords: E-Servqual, Trust, Switching Cost, Loyalty

Sources:  http://repository.unair.ac.id/38421/