Customer Loyalty Analysis of Online Travel Agency App with Customer Satisfaction as A Mediation Variable.

DOI

10.2991/icoi-17.2017.18How to use a DOI?

Keywords

Online customer loyalty, online customer satisfaction, application image, customer inertia, online knowledge, innovativeness, lifestyle marketing

Abstract

In the current era, the internet plays critical roles in people's life. Several activities that used to be done traditionally (offline) have now enter the virtual world. This phenomenon brings a huge change in people's lifestyle who want something has done faster and easier than before. Just like a shopping behavior, customers' activity in travelling is also changed. Nowadays, a lot of people don't go to the traditional of physical (offline) travel agencies. They have switched them with online travel agency app. The concept of satisfaction and loyalty using a website or app based on technology is more popular with the terms E-Customer Satisfaction and E-Customer Loyalty. Some E-Customer Satisfaction determinants which will be examined in this research are app image, customer's inertia, app knowledge and innovativeness. This research conducted by distributing questionnaires to respondents who aged 17 years-old and/or above and they had had used OTA app to purchase travelling product. Questionnaires were distributed to 320 respondents, but only 310 that could be used for analysis. The data were analyzed with Regression Analysis. The results are the app image, customer's inertia, and app knowledge have a positive significant relationship in predicting e-customers satisfaction. Conversely, customers' innovativeness has negative significant relationship in predicting e-customers satisfaction. It means that with the increasing of app image, customer inertia, app knowledge can improve e-customer satisfaction. Also, e-customer satisfaction can be improved by the lack of customers' innovativeness. In the long run, e-customer satisfaction will increase e-customer loyalty.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Phima Ruthia Dwikesumasari
AU  - Rizka Miladiah Ervianty
PY  - 2017/07
DA  - 2017/07
TI  - Customer Loyalty Analysis of Online Travel Agency App with Customer Satisfaction as A Mediation Variable.
BT  - Proceedings of the 2017 International Conference on Organizational Innovation (ICOI 2017)
PB  - Atlantis Press
SP  - 107
EP  - 111
SN  - 1951-6851
UR  - https://doi.org/10.2991/icoi-17.2017.18
DO  - 10.2991/icoi-17.2017.18
ID  - Dwikesumasari2017/07
ER  -