E-COMMERCE’S MARKETING STRATEGY TO INCREASE CUSTOMER PREFERENCE AND SATISFACTION

Autor/innen

  • Margaretha Pink Berlianto (SINTA ID: 6650735) Faculty of Economics and Business, Universitas Pelita Harapan

DOI:

https://doi.org/10.19166/ms.v4i1.8306

Schlagworte:

Service Quality, Perceived Risk, Perceived Price, Satisfaction Brand Preference

Abstract

In the midst of increasing e-commerce competition and the dynamics of consumer behavior, industry players need to think strategically to carry out systematic consumer preference research so as not to be left behind in business competition. This research aims to investigate the influence of service quality on brand preference and satisfaction, the influence of perceived risk on brand preference and satisfaction, the influence of perceived price on brand preference and satisfaction, and the influence of brand preference on satisfaction. There were 198 respondents in the research using purposive sampling, namely Lazada consumers who made at least one purchase. The results of this research are that service quality has a positive effect on brand preference and customer satisfaction, perceived risk has no effect on brand preference and customer satisfaction, the price has a positive effect on brand preference but has no effect on customer satisfaction, and brand preference has a positive effect on customer satisfaction. The managerial implication of this research is that e-commerce business players need to focus on service quality because it has the biggest influence on customer preferences and satisfaction.

Autor/innen-Biografie

Margaretha Pink Berlianto, (SINTA ID: 6650735) Faculty of Economics and Business, Universitas Pelita Harapan

Lecturer

Literaturhinweise

Ahdiat, A. (2024, January 10). E-Commerce dengan pengunjung terbanyak di Indonesia (Januari-Desember 2023). Databoks. https://databoks.katadata.co.id/datapublish/2024/01/10/5-e-commerce-dengan-pengunjung-terbanyak-sepanjang-2023

Ahdiat, A. (2024, January 10). Rata-rata Jumlah kunjungan ke 5 situs e-commerce terbesar di Indonesia (kuartal I-kuartal IV 2023). Databoks. https://databoks.katadata.co.id/datapublish/2024/01/10/tren-e-commerce-2023-kunjungan-ke-shopee-dan-blibli-meningkat

Alamro, A., & Rowley, J. (2011). Antecedents of brand preference for mobile telecommunications services. Journal of Product & Brand Management, 20(6), 475-486. https://doi.org/10.1108/10610421111166621

Anderson, E. W. (1994). Cross-category variation in customer satisfaction and retention. Marketing Letters, 5(1), 19-30. https://doi.org/10.1007/BF00993955

Annur, C. M. (2023, Juny 22). Proporsi jumlah transaksi e-commerce berdasarkan kelompok usia (Januari-Desember 2022). Databoks. https://databoks.katadata.co.id/datapublish/2023/06/22/transaksi-e-commerce-konsumen-usia-tua-terus-meningkat-ketimbang-gen-z-dan-milenial

Bahrampour, M., Bahrampour, A., Amiresmaili, M., & Barouni, M. (2018). Hospital service quality - patient preferences - a discrete choice experiment. International Journal of Health Care Quality Assurance, 31(7), 676-683. https://doi.org/10.1108/ijhcqa-01-2017-0006

Bayih, B. E., & Singh, A. (2020). Modeling domestic tourism: Motivations, satisfaction and tourist behavioral intentions. Heliyon, 6(9), e04839. https://doi.org/10.1016/j.heliyon.2020.e04839

Berlianto, M. P. (2020). Faktor-faktor yang memengaruhi pengalaman dan kepuasan pelanggan perkotaan dalam pembelian melalui e-commerce. Widyakala: Journal of Pembangunan Jaya University, 7(2), 78-87. https://doi.org/10.36262/widyakala.v7i2.347

Berlianto, M. P. (2019). Pengaruh brand image, kualitas layanan, perceived price, dan emosi terhadap kepuasan dan behavioral intention. Seminar Nasional Kewirausahaan Dan Inovasi Bisnis, 9(2), 85-96.

Biswas, A., Jaiswal, D., & Kant, R. (2023). Augmenting bank service quality dimensions: Moderation of perceived trust and perceived risk. International Journal of Productivity and Performance Management, 72(2), 469-490. https://doi.org/10.1108/IJPPM-04-2021-0196

Cao, Y., & Wang, J. (2024). How do purchase preferences moderate the impact of time and price sensitivity on the purchase intention of customers on online-to-offline (O2O) delivery platforms? British Food Journal, 126(4), 1510-1538. https://doi.org/10.1108/bfj-04-2023-0309

Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293-303. https://doi.org/10.1016/j.tele.2017.12.003

Chen, H. J. (2018). What drives consumers’ mobile shopping? 4Ps or shopping preferences? Asia Pacific Journal of Marketing and Logistics, 30(4), 797-815. https://doi.org/10.1108/APJML-08-2017-0167

Gabbianelli, L., & Pencarelli, T. (2023). On-campus accommodation service quality: The mediating role of students’ satisfaction on word of mouth. TQM Journal, 35(5), 1224-1255. https://doi.org/10.1108/TQM-03-2022-0092

Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772-785. https://doi.org/10.1108/IntR-06-2016-0164

Giovanis, A. N., Binioris, S., & Polychronopoulos, G. (2012). An extension of TAM model with IDT and security/privacy risk in the adoption of internet banking services in Greece. EuroMed Journal of Business, 7(1), 24-53. https://doi.org/10.1108/14502191211225365

Giovanis, A., Pierrakos, G., Rizomyliotis, I., & Binioris, S. (2018). Assessing service quality and customer behavioral responses in hospital outpatient services: A formative measurement approach. International Journal of Quality and Service Sciences, 10(2), 98-116. https://doi.org/10.1108/IJQSS-03-2017-0023

Grönroos, C. (2001). The perceived service quality concept - a mistake? Managing Service Quality: An International Journal, 11(3), 150-152. https://doi.org/10.1108/09604520110393386

Ha, T. M., Shakur, S., & Pham Do, K. H. (2019). Consumer concern about food safety in Hanoi,Vietnam. Food Control, 98, 238-244. https://doi.org/10.1016/j.foodcont.2018.11.031

Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage. https://doi.org/10.1002/9781119409137.ch4

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. European Journal of Marketing, 37(11/12), 1762-1800. https://doi.org/10.1108/03090560310495456

Keller, K. L., & Lehman, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759. https://doi.org/10.1287/mksc.l050.0153

Khamis, F. M., & AbRashid, R. (2018). Service quality and customer’s satisfaction in Tanzania’s Islamic Banks: A case study at People’s Bank of Zanzibar (PBZ). Journal of Islamic Marketing, 9(4), 884-900. https://doi.org/10.1108/JIMA-09-2016-0068

Kul, E., Dedeoglu, B. B., Kuçukergin, F. N., De Martino, M., & Okumus, F. (2024). The role of tour guide competency in the cultural tour experience : The case of Cappadocia. International Hospitality Review Emerald Publishing Limited. https://doi.org/10.1108/IHR-04-2023-0021

Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioural intentions. Managing Service Quality: An International Journal, 19(3), 308-331. https://doi.org/10.1108/09604520910955320

Lee, I. T., Choi, J., & Kim, S. (2022). Effect of benefits and risks on customer’s psychological ownership in the service industry. Asia Pacific Journal of Marketing and Logistics, 34(2), 401-417. https://doi.org/10.1108/APJML-08-2020-0608

Lee, S., Chang, H. S., & Cho, M. (2022). Applying the sociotechnical systems theory to crowdsourcing food delivery platforms: the perspective of crowdsourced workers. International Journal of Contemporary Hospitality Management, 34(7), 2450-2471. https://doi.org/10.1108/IJCHM-10-2021-1286

Leeman, G. (2024). E-commerce trends 2024: 15 eye-popping insights for the future of online shopping. The Future of Commerce. https://www.the-future-of-commerce.com/2023/12/20/e-commerce-trends-2024/

Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/10.1016/j.apmrv.2015.03.005

Liu, T. M., Wong, I. A., Rongwei, C., & Tseng, T. -H. (2014). Do perceived CSR initiatives enhance customer preference and loyalty in casinos? International Journal of Contemporary Hospitality Management, 26(7), 1024-1045. https://doi.org/10.1108/IJCHM-05-2013-0222

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Ribeiro, P., Ramos, R. F., & Moro, S. (2024). Restaurant containment measures and perceived service quality: Implications for future pandemics. Consumer Behavior in Tourism and Hospitality, 19(1), 116-130. https://doi.org/10.1108/CBTH-06-2023-0081

Shukla, M., Misra, R., & Singh, D. (2023). Exploring relationship among semiotic product packaging, brand experience dimensions, brand trust and purchase intentions in an Asian emerging market. Asia Pacific Journal of Marketing and Logistics, 35(2), 249-265. https://doi.org/10.1108/APJML-10-2021-0718

Sinelnikov, D. (2024). The future of e-commerce: Trends to watch in 2024. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2024/01/17/the-future-of-e-commerce-trends-to-watch-in-2024/?sh=5b145c0ab5e4

Singh, R., & Jena, L. K. (2023). Police service in urban destination points: Does it promote urban destination advocacy among tourists? International Journal of Tourism Cities, 9(4), 1079-1096. https://doi.org/10.1108/IJTC-06-2023-0111

Singh, S. P., Dash, B. P., Sachan, A., & Adhikar, A. (2023). Price or quality? Consumers’ preferences and willingness to pay (WTP) for online food delivery services in the COVID-19 era. The TQM Journal. https://doi.org/10.1108/TQM-04-2023-0112

Statista.com. (2023). eCommerce - Worldwide. Statista.Com. https://www.statista.com/outlook/emo/ecommerce/worldwide

Tajima, K. (2012). Voting with their feet: Satisfaction and preferences of quality of life in forty districts in Tokyo, Japan. In C. C. Yeakey (Eds.), Advances in Education in Diverse Communities (pp. 535-562). Emerald Group Publishing Ltd. https://doi.org/10.1108/S1479-358X(2012)0000008026

Wu, H.-C. (2014). The effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions in gaming establishments. Asia Pacific Journal of Marketing and Logistics, 26(4), 540-565. https://doi.org/10.1108/APJML-03-2014-0049

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22. https://doi.org/10.2307/1251446

Downloads

Veröffentlicht

2024-05-28

Ausgabe

Vol. 4 No. 1 April 2024

Rubrik

Articles

Lizenz

Authors who publish with this journal agree to the following terms:

1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website). The final published PDF should be used and bibliographic details that credit the publication in this journal should be included.