E-Satisfaction & E-Trust Driving Factors and Its Implications on Customer Loyalty: A Research on The Groceries Application

Herliani, Herliani and Rofianto, Whony E-Satisfaction & E-Trust Driving Factors and Its Implications on Customer Loyalty: A Research on The Groceries Application. In: 8th International Seminar & Conference on Learning Organisation, 11 November 2020, Bandung, West Java, Indonesia.

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Abstract

The emergence of a new pandemic, namely COVID-19, has changed several aspects of consumers' lives, including the way they shop. One of the adaptations that consumers have taken with this pandemic is how they can shop for daily necessities without leaving the house but through applications. This study tries to implement an electronic satisfaction, trust, and loyalty model to examine the role of expanded marketing mix aspects in the context of shopping through applications during a pandemic. In short, this research is empirical testing of several hypotheses based on data from 160 users of the Grab Groceries application in the Jakarta area and its surroundings which were collected online. Data analysis was carried out through the Structural Equation Modeling (SEM) approach. The results of this study indicate that consumer loyalty in the context of digital shopping applications can be built by satisfaction and trust. Furthermore, this research indicates that aspects of product, place, price, and experience are needed to build satisfaction and trust which is interesting to discuss from the perspective of managerial implications. Another interesting finding is that in this research context the role of promotion is not so visible compared to the results of previous studies in the context of the adoption of new things. This research tries to contribute aspects of novelty to marketing disciplines in terms of generalization of the satisfaction-trust-loyalty model in the specific context of shifting digital lifestyles in the midst of a pandemic.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Prodi S1 Manajemen
Depositing User: Dr. Whony Rofianto
Date Deposited: 19 Mar 2021 04:16
Last Modified: 19 Mar 2021 04:16
URI: http://repository.ibs.ac.id/id/eprint/2058

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