THE EFFECT OF E-SERVQUAL ON LOYALTY MEDIATED BY TRUST AND MODERATORY BY SWITCHING COST

Title: EFFECT OF E-SERVQUAL ON LOYALTY MEDIATED BY TRUST AND MODERATORY 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 research 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 research were 109 internet users who had made product purchase transactions via the internet (e-commerce transactions) during the last year. In this study, the e-servqual variable was measured using the indicators efficiency, reliability, fulfillment, privacy, responsiveness, compensation and contact. The switching cost variable is measured using the indicators economic risk cost, evaluation cost, learning cost, benefit loss cost, and monetary loss cost. The trust variable is measured using indicators of purpose based trust and profit based trust. The loyalty variable is measured through two indicators, namely repurchase intention and high or low of transaction value. The analysis method uses Partial Least Square (PLS). The results of hypothesis testing show that the e-servqual variable has a significant positive influence on trust, the trust variable has a significant positive influence on loyalty, and the switching cost variable also has a significant positive influence on loyalty.

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

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