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ISSN: 2357-1330
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https://doi.org/10.15405/epsbs.2019.08.36
ICBSI 2018
International Conference on Business Sustainability and
Innovation
UNDERSTANDING USER EXPERIENCE, SATISFACTION,
AND LOYALTY OF TELECOMMUNICATION SERVICE
PROVIDERS IN INDONESIA
Indira Rachmawati (a), Zurina Mohaidin (b)*
*Corresponding author
(a) Telkom University, Jalan Telekomunikasi 1, Bandung, Indonesia, Indira.rach@gmail.com
(b) Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia, mzurina@usm.my
Abstract
Recently, Indonesia telecommunication industry has gradually increased since the government issued the
law regarding the change of economic system become oligopoly competition. This has an impact on a price
war among telecommunication service providers, which one of them is cellular operators industry. This
research focuses its intention to support conceptually the relationship among user experience, satisfaction,
and loyalty. Research sample was 400 Indonesian users of GSM-based cellular operator with the instrument
of 58 questionnaire items and collected using self-administered online survey. The model was tested using
Smart PLS for variance-based structural equation modeling with the method of partial least square. The
results showed that loyalty was positively influenced by satisfaction and user experience. Furthermore,
satisfaction was found mediate the relationship between user experience and loyalty. It has the implication
when users’ had a good experience towards their cellular operator hence they will feel satisfied and attain
to be loyal. In addition, this research model was fit to the context since in the criteria of high in goodness
of fit, predictive blindfolding, and coefficient of determination.
© 2019 Published by Future Academy www.FutureAcademy.org.UK
Keywords: Cellular operator, loyalty, satisfaction, service providers, user experience, Indonesia.
https://doi.org/10.15405/epsbs.2019.08.36
Corresponding Author: Zurina Mohaidin
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1. Introduction
The competition in Indonesian industry has developed quickly. This condition prompts rivalry to
reach benefit through market expansion to attract new customers and the capacity to keep up the existing
customer to maintain customer loyalty. This phenomenon also occurs in the telecommunication industry
which is marked by the price war of each operator since they sell the same product and service to the
customer or user (Rachmawati & Mohaidin, 2017). Recently, information and Communication Technology
is something that can't be isolated from public life and ended up noticeably one of the critical need to bolster
individuals' exercises, for example, connecting people without limit time and distance, getting the most
recent data, and supporting business activities. One of the ways to meet the needs is by using the internet
data services. Advances in the internet technology have changed the ways people looking at the
environment around them and the world in the era of globalization. On one hand, the globalization expands
the market of products. On the other hand, it increases the sharpness of the competition involving the
advancement of the information and communication technology which keeps developing to become
increasingly more and more sophisticated (Sitinjak, 2005).
The Indonesian telecommunication industry showed rapid growth and become stringent since the
government issued the policy of competition from monopoly became oligopoly through Law No. 36 of
1999. Besides that the competition among telecommunication industries was also accelerated by advances
in communications technology that uses radio frequency spectrum as an alternative means of
telecommunications that were previously only rely on cable and satellite networks (Rachmawati &
Mohaidin, 2017; Utoyo, 2015). Internet subscribers in Indonesia is annually increased and the marketers
predict that it will gradually enlarged until 2018 (Statista, 2016). Most of the users use internet through
smartphone because this device is easy to carried anywhere and anytime (Utoyo, 2015). The smartphone
can be used if there is a sim card inside which is provided by cellular operator. So that, cellular operator
become one of the fast growing companies in Indonesian telecommunication industry. This is showed by
the increasing demands of telecommunication technology in both quality and quantity which is causes the
competition in telecommunication industry becoming more severe (Hasan & Afifah, 2007).
There are two types of cellular operators based on technology, the first is GSM-based cellular
operators and the second one is CDMA-based cellular operators. GSM-based cellular operators consist of
four companies, i.e. Telkomsel, Indosat Ooredoo, XL Axiata, and Hutchison 3. While, only Smartfen which
is based on CDMA. This research only focus on GSM-based cellular operators for the reason that the price
war is happened in this part (Hasan & Afifah, 2007). The conditions of cellular operators until this time can
be concluded, such as: firstly, the numer of users is getting increased but some of them are inactive users.
Secondly, the growth of users are in stagnant condition for Telkomsel, Indosat Ooredoo, and 3 but XL
Axiata is getting lower. Thirdly, average revenue per user is considered in low price which is reversely with
the customer churn in high number (IndoTelko, 2014).
Prior researches argued that customer loyalty can be reached if customer feel satisfy with the product
or service that they already got by their previous experience (Solomon, Bamossy, Askegaard, & Hogg,
2006; Chang & Chen, 2008, 2009; Deng, Lu, Kwok, & Zhang, 2010; Tarus & Rabach, 2013; Kim, Siew,
Younghoon, & Park, 2016). It was found that experience in the stage of cognitive phase able to influence
satisfaction in the stage of affective phase and loyalty in the stage of conative/action phase (Oliver, 1999).
Additionally, the preceeding researchers stated that the relationship on these phases could be strengthen
and/or mediated by corporate image (Aisya, 2016; Amin, Ahmad, & Lim, 2012; Calvo-Porral & Levy-
Mangin, 2015; Gautam, 2011; Ghalandari, Babaeinia, & Jogh, 2013; Kim et al., 2016; Tarus & Rabach,
https://doi.org/10.15405/epsbs.2019.08.36
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2013). Garret (2011) described that perceived user experience in using a particular technology includes the
internet and the site referred to the user experience. Both marketers and telecommunication practitioners
generally confirm that the obtained positive user experience with a product/service brand will affect the
customers' perception of the brand into a more positive direction in building loyalty (Yoo, Donthu, & Lee,
2000). Aaker and Joachimsthaler (2000) stated that the experience gained through participation and
engagement of the users on the internet are likely to be stronger than user experience gained from other
conventional media. Andreassen and Lindestad (1998) defined that corporate image refers to users’ set of
beliefs toward the company. Corporate image is considered related to the overall experience on a company
and become the influence factor that able to mediate or moderator the relationship between experience and
satisfaction (Aydin, Ozer, & Arasil, 2005; Kim & Hyun, 2011; Kim et al., 2016). The better the corporate
image of a cellular operator, the more satisfied the customers to its company (Wang, 2010). In addition,
Tarus and Rabach (2013) found that corporate image able to strengthen the relationship between experience
and loyalty. Compared to several previous researches, this research has intention to investigate and examine
the relationship among user experience, satisfaction, and loyalty with the moderating role of corporate
image. User experience affects towards satisfaction as well as it affects towards loyalty. So that, satisfaction
is reflected as mediator between user experience and loyalty. Corporate image is not only considered as
moderator between user experience and satisfaction, but also moderate the relationship between user
experience and loyalty in Indonesia cellular operators. This will be the contribution in this research.
2. Problem Statement
Telecommunication industry is one of the businesses from various industries in Indonesia that
increasingly tight competition, it can’t be denied telecommunication provides high impact in supporting
the activities of users in performing daily activities. The number of cellular operatos users in Indonesia are
gradually increased but there is a downward trend in the customer loyalty due to the similarity of the
products and services offered by each cellular operator which causes a price war and raises the level of
customers’ behavior to move or change the operators (i.e. customer churn; split customer and switcher
customer). In facing the competiveness of the Indonesian Telecommunication industry, a company can
retain its customers’ loyalty by observing the users’ experience and satisfaction through their perceptions
and expectations.
3. Research Questions
1. Is user experience significantly related to loyalty?
2. Is user experience significantly related to satisfaction?
3. Is satisfaction significantly related to loyalty?
4. Is satisfaction mediate on the relationship between user experience and loyalty?
4. Purpose of the Study
1. To investigate that user experience significantly related to loyalty.
2. To investigate that user experience significantly related to satisfaction.
3. To investigate that satisfaction significantly related to loyalty.
4. To investigate whether satisfaction mediates the relationship between user experience and
loyalty.
https://doi.org/10.15405/epsbs.2019.08.36
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5. Research Methods
5.1. User experience
Loyal customers in technology-based products / services are positively influenced by user
satisfaction based on the experience provided. Therefore, when a product is being developed, people pay
much attention to what it can do. The user experience is another side that is often overlooked, but is able to
make the difference between success and failure of the product. Garret (2011) revealed that user experience
is what a person perceives from a product or service he or she has actually used. When a product or service
is developed, the customer gives much attention to it. Solomon et al., (2006) defined experience as a scheme
to develop a cognitive phase based on the user's knowledge, beliefs, or perceptions. Referring to the four-
stage loyalty framework, cognitive loyalty relates to prior knowledge or vicarious experience or recent
experience-based information. The framework begins with cognitive loyalty, affective loyalty, conative
loyalty, and action loyalty (Oliver 1997, 1999). Cognitive phase is loyalty to information, affective phase
is loyalty to a liking, conative phase is loyalty to an intention, and action phase is loyalty to inertial action.
According to Fishbein and Ajzen (1975), user experience is often defined as the achievement of a product
or service that the user deems unsuccessful or unsuccessful before the user expresses likes / dislikes,
satisfied / dissatisfied, and then the user will have the intention and take action to be loyal to it. Chang and
Chen (2009) found that experience is important in understanding user perceptions, attitudes, and behaviors.
Additionally, Deng et al. (2010) found that trust, perceived value, and service quality are indicators in
experience-based information which significantly affects the affective and action phases of the mobile
instant messaging usage in China. Kim et al. (2016) confirmed that usage experience, device features, and
corporate factors significantly affect customer satisfaction in the Korean smart phone market (Figure 01).
5.2. Research Framework
Figure 01. Research Framework
5.3. Satisfaction
Satisfaction, in affective phase (i.e., loyalty to a liking phase), is determined by the overall feeling
or attitude a person has about a product after it is purchased. It can be said that users / customers are involved
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in a constant evaluation process of what they have bought when they integrate the products / services into
their daily usage activities. Satisfaction has a real impact on loyalty and profitability (Solomon et al., 2006).
Oliver (1997, 1999) defines satisfaction as the feeling of fullfillment; customers feel that consumption gives
results to the standard of pleasure rather than displeasure. Recent studies have found that perceptions of a
product / service quality affect customer satisfaction, which in turn results in increased profitability for the
company providing the product (Chang & Chen, 2008, 2009; Deng et al., 2010; Venkat, 2007). Satisfaction
includes user emotions, attributes, perceptions, and others which can develop customer satisfaction.
Positive emotions like happiness will increase user satisfaction. Conversely, negative emotions such as
sadness, regret, and anger can reduce the level of satisfaction (Zeithaml, 2009). In addition, satisfaction is
the comparison between people's perceptions and expectations.
5.4. Loyalty
Oliver (1997) divides behavior in two phases, namely conative and action phases. Loyalty to an
intention and loyalty to an inertial action is included into behavioral phase (Fishbein & Ajzen, 1975;
Hilgard, 1980 in Khalid, Radha, Helander, & Yang, 2010; Rosenberg & Hovland, 1960 in Khalid et al.,
2010). Taylor, Celuch, and Goodwin (2004) argue that customer loyalty (including behavioral loyalty and
attitude loyalty) is positively related to satisfaction, value and resilience to change, influence, brand trust,
and brand equity. Loyalty is defined as repurchase behavior driven by a good attitude towards a product,
including attitudinal loyalty and behavioral loyalty (Chang & Chen, 2008, 2009; Oliver, 1999; Taylor et
al., 2004). Attitudinal loyalty (behavioral intention) is a loyalty to the commitment to buy back or rejuvenate
a product. In other words, conative phase is about intention to do something and behavioral loyalty is an
act to buy back or rejuvenate a product (Kotler & Keller, 2012). Loyalty is also a commitment to buy back
or rejuvenate a preferred product (goods or services) in the future despite situational influences and
marketing efforts that could potentially lead to behavioral transfers (Kotler & Keller, 2012; Oliver, 1999).
In this research, customer loyalty of telecommunication service providers in Indonesia becomes the
dependent variable influenced by user experience as the independent variable through user satisfaction as
the mediator.
5.5. Research Methodology
Questionnaire is developed to measure respondent perceptions of the research constructs. This
research contains 58 questionnaire items that divided into 7 constructs. These items are measures by seven-
point numerical scale, which is anchored by 1 = strongly disagree, 3 = neutral (undecided; neither agree
nor disagree), and 7 = strongly agree. The questionnaires items were adopted from the prior researches that
the same in common in ICT industry, for instance: Anderson and Srinivasan (2003); Aydin et al. (2005);
Calvo-Poral and Levy-Mangin (2015); ); Chen and Dubinsky (2003); Cronin, Brady, & Hult (2000); Deng
et al. (2010); Gefen et al. (2003); Kim et al. (2016); Lam, Shankar, Erramilli, & Murthy, (2004); Nguyen
and Leblanc (2001); Sweeny and Soutar (2001). User experience contains Functionality (13 items), Social
(5 items), Monetary (8 items), Trustworthiness (7 items), and Perceived service quality (7 items).
Satisfaction consists of 9 items and loyalty includes 9 items. The questionnaires were distributed by self-
administered online survey by Google forms. Pilot study was done to check the reliability and validity of
https://doi.org/10.15405/epsbs.2019.08.36
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each questionnaire items that distributed to 30 respondents with the result all of 65 items are reliable and
valid. Post-test study was distributed to 400 respondents of Indonesia GSM-based users and the result
showed that all of the items are fulfilled the criteria of convergent validity, reliability, and discriminant
validity.
6. Findings
Based on Table 01, it can be seen that the outer loadings of 58 items are fulfilled the rule of thumbs
in convergent validity since the outer loadings are above 0.7, cronbach’s alpha and composite reliability
are in the range of 0.7-0.9, and AVE is above 0.5 (Ramayah, Cheah, Chuah, Ting, & Memon, 2018).
Furthermore, Table 02 and Table 03 delineate the value of cross loadings and Fornel-Larcker criterion are
suitable with the theory. Hence, it can be concluded that all data in this research are valid and reliable.
Table 01. Convergent Validity and Reliability
Code
Loading
Notes
CR
Cronbach’
s Alpha
AVE
Notes
Functionality1
F
0.893
Valid
0.984
0.982
0.824
Reliable
Functionality2
0.917
Valid
Functionality3
0.921
Valid
Functionality4
0.893
Valid
Functionality5
0.918
Valid
Functionality6
0.920
Valid
Functionality7
0.885
Valid
Functionality8
0.908
Valid
Functionality9
0.915
Valid
Functionality10
0.899
Valid
Functionality11
0.914
Valid
Functionality12
0.899
Valid
Functionality13
0.914
Valid
Social1
S
0.887
Valid
0.969
0.96
0.863
Reliable
Social2
0.931
Valid
Social3
0.948
Valid
Social4
0.950
Valid
Social5
0.926
Valid
Monetary1
M
0.878
Valid
0.971
0.965
0.805
Reliable
Monetary2
0.916
Valid
Monetary3
0.908
Valid
Monetary4
0.933
Valid
Monetary5
0.925
Valid
Monetary6
0.883
Valid
Monetary7
0.873
Valid
Monetary8
0.857
Valid
Trustworthiness1
T
0.858
Valid
0.968
0.961
0.812
Reliable
Trustworthiness2
0.911
Valid
Trustworthiness3
0.872
Valid
Trustworthiness4
0.927
Valid
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Code
Loading
Notes
CR
Cronbach’
s Alpha
AVE
Notes
Trustworthiness5
0.915
Valid
Trustworthiness6
0.913
Valid
Trustworthiness7
0.911
Valid
Perceived Service
Quality1
P
0.899
Valid
0.974
0.969
0.842
Reliable
Perceived Service
Quality2
0.934
Valid
Perceived Service
Quality3
0.917
Valid
Perceived Service
Quality4
0.930
Valid
Perceived Service
Quality5
0.914
Valid
Perceived Service
Quality6
0.911
Valid
Perceived Service
Quality7
0.918
Valid
Satisfaction1
C
0.932
Valid
0.985
0.983
0.879
Reliable
Satisfaction2
0.937
Valid
Satisfaction3
0.936
Valid
Satisfaction4
0.948
Valid
Satisfaction5
0.948
Valid
Satisfaction6
0.944
Valid
Satisfaction7
0.917
Valid
Satisfaction8
0.938
Valid
Satisfaction9
0.938
Valid
Loyalty1
L
0.895
Valid
0.980
0.977
0.847
Reliable
Loyalty2
0.926
Valid
Loyalty3
0.858
Valid
Loyalty4
0.945
Valid
Loyalty5
0.914
Valid
Loyalty6
0.947
Valid
Loyalty7
0.929
Valid
Loyalty8
0.936
Valid
Loyalty9
0.930
Valid
Table 02. Fornel-Larcker Criterion
F
S
M
T
P
C
L
F
0.908
S
0.712
0.929
M
0.594
0.642
0.897
T
0.785
0.783
0.734
0.901
P
0.812
0.731
0.653
0.863
0.918
C
0.851
0.774
0.722
0.889
0.898
0.938
L
0.730
0.671
0.636
0.773
0.773
0.839
0.920
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Table 03. Cross Loadings
Table 04. Value of R2, Q2, GoF, NFI
Table 05. Hypotheses testing
Respondents profile based on age, occupation, province, gender, cellular operator, usage time, card
type, income, and usage cost. The results show that all of 400 respondents are spread evenly. The next
process is analysing using Smart PLS software. Structural equation modeling tests is divided into
assessment of the measurement model and assessment of the structural model. Assessment of the
measurement model aims to assess convergent validity, discriminant validity, composite reliability, and
cronbach’s alpha. Assessment of the structural model aims to assess Hypotheses testing, R2, Q2, Goodness
F
L
M
P
C
S
T
F
0,908
L
0,730
0,920
M
0,594
0,636
0,897
P
0,812
0,773
0,653
0,918
C
0,851
0,839
0,722
0,898
0,938
S
0,712
0,671
0,642
0,731
0,774
0,929
T
0,785
0,773
0,734
0,863
0,889
0,783
0,901
R2
Q2
GoF
NFI
Loyalty
0.710
0.975
0.785
0.837
Satisfaction
0.889
Hypothesis
Path
Beta
T-
Values
P
Values
Decision
H1a
Functionality -> Loyalty
0.040
0.701
0.242
Not
Supported
H1b
Social -> Loyalty
0.015
0.303
0.381
Not
Supported
H1c
Monetary -> Loyalty
0.047
1.222
0.111
Not
Supported
H1d
Trustworthiness -> Loyalty
0.075
0.810
0.209
Not
Supported
H1e
Perceived Service Quality -> Loyalty
0.061
0.648
0.259
Not
Supported
H2a
Functionality -> Satisfaction
0.252
6.154
0.000
Supported
H2b
Social -> Satisfaction
0.068
1.961
0.026
Supported
H2c
Monetary -> Satisfaction
0.114
3.834
0.000
Supported
H2d
Trustworthiness -> Satisfaction
0.250
4.216
0.000
Supported
H2e
Perceived Service Quality -> Satisfaction
0.353
5.228
0.000
Supported
H3
Satisfaction -> Loyalty
0.639
6.747
0.000
Supported
H4a
Functionality -> Satisfaction -> Loyalty
0.161
4.632
0.000
Supported
H4b
Social -> Satisfaction -> Loyalty
0.044
1.969
0.025
Supported
H4c
Monetary -> Satisfaction -> Loyalty
0.073
3.070
0.001
Supported
H4d
Trustworthiness -> Satisfaction -> Loyalty
0.159
3.561
0.000
Supported
H4e
Perceived Service Quality -> Satisfaction ->
Loyalty
0.226
3.990
0.000
Supported
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of Fit (GoF), and NFI. Table 04 portrays the value of R2, Q2, GoF, NFI. The rule of thumbs for Q2 is the
model will be good prediction if the value above 0.00, GoF bigger than 0.1, and NFI must be higher than
0.80. In this research, the value of Q2, GoF, NFI are accepted based on the rule of thumbs, it implicates that
the model is fit and good prediction. The value of R2 for Loyalty means loyalty can be explained by user
experience and satisfaction for 71% in the criterion of moderate; The value of R2 for Satisfaction means
satisfaction can be explained by user experience for 88.9% in the criterion of substantial.
7. Conclusion
Based on the results in Table 04 and Table 05, it can be described that this study contains 16 sub
hypotheses based on research framework and the result shows there are 11 accepted sub hypotheses in
direct effect model and mediator effect model. As can be seen in Table 05, the relationship between user
experience (functionality, social, monetary, perceived service quality, trustworthiness) and satisfaction can
be divided into several sequences from the highest up to the lowest rating, for instances: perceived service
quality is found have the greatest influence towards satisfaction, the second is functionality, the third is
trustworthiness, the forth is monetary, and the lowest is social. Prior researches suggested that perceived
service quality and customer perceived value also have direct effects on customer loyalty (Deng, et al.,
2010; Lai, Griffin, & Babin, 2009). In this research, it was found that the relationship between user
experience dimensions (functionality, social, monetary, trustworthiness, and perceived service quality) and
loyalty must be fully mediated by satisfaction. According to the results of path coefficients, satisfaction is
found to have the greatest affect towards loyalty; it indicated that satisfaction is much related to customer
loyalty; thus increasing the level of satisfaction through improved functionality, monetary, trustworthiness,
and perceived service quality is an effective tool to reach and retain loyalty. The result corroborates that of
previous study (Caruana, 2002; Deng et al., 2010; Heung & Ngai, 2008). Perceived service quality becomes
the most important determinants of satisfaction that consistent with the four stage loyalty framework of
Oliver (1999) which states that customers’ perception of service quality was the main factor predicting
customer satisfaction. Prior studies affirmed that the higher service quality hence the higher customer
satisfaction (Calvo-Poral & Levy-Mangin, 2015; Deng et al, 2010; Gijon, Garin-Munoz, Perez-Amaral, &
Lopez-Zorzano, 2013; Kassim & Abdullah, 2008; Tarus & Rabach, 2013). Customer based-Service quality
had a significant and positive impact on customer satisfaction (Abd-El-Salam et al., 2013; Diaz, 2017).
Several previous studies support functionality influences positively on satisfaction, moreover functionality
provide researchers with ways to gain rich insights into consumers’ experiential consumption of a product
or service, since the elements of value identified in the practices directly or indirectly reflect the extent to
which the consumer values that product or service for its ability to facilitate the practices and built
satisfaction (Sheth, Newman, & Gross, 1991; Woodruff, 1997; Sweeney & Soutar, 2001). Deng et al.
(2010); Kao and Lin (2016); Kim et al. (2016) affirmed that satisfaction becomes a fully mediator between
functionality and loyalty. According to Deng et al. (2010), “trust is always an important determinant of
customer behaviour in electronic commerce and other mobile service research”. It means if a user trusts a
service provider hence they will expect to increase satisfaction and loyalty towards the service provider
(Kassim & Abdullah, 2008). Lopez-Miguens and Vazquez (2017) illustrated that when a user trusts in the
provider to make transactions, they will assume that the provider will meet their expectations and will act
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looking for a positive result. Gerpott, Rams, & Schindler (2001) investigated to what extent monetary
influences satisfaction and it has been found that satisfaction in broadband service derived from the price
paid for obtaining access and using the internet, since price is the monetary amount one has to pay to
purchase a provider. The results is in line with Tseng and Lo (2001) but contrary with Kim et al. (2016)
that find monetary (i.e. device price) is not positively related to satisfaction because the device price is
divided into several segment based on the function, feature, and brand. According to the findings, social
affects positively on satisfaction which means satisfaction can be built from sense of belonging among
users, feeling acceptable in a group, feeling of enhance social status when using their cellular operator
(Solomon, Bamossy, Askegaard, & Hogg, 2006; Kotler & Keller, 2016). Tis is contrary with Deng et al.
(2010) which found there is no relationship between social and satisfaction. Andrews, Drennan, & Russell-
Bennett (2012) argued that social value is not significant on satisfaction. Mishra and Dash (2014) stated
satisfaction is not anteceded by social. In this study, satisfaction fully mediates positively on the relationship
among functionality, social, monetary, trustworthiness, perceived service quality, and loyalty. It implies
users will become loyal when they feel satisfy on their cellular operator that derived from user experience
(functionality, social, monetary, trustworthiness, and perceived service quality). The higher level of
satisfaction could lead to the higher level of loyalty, since emotional state of satisfaction in the affective
stage positively influences loyalty in a variety of context, including mobile service. In addition, the finding
that satisfaction serves as an antecedent of loyalty has been also acknowledged in the environment literature
(Carlson, O’Cass, & Ahrholdt, 2015). As such, highly satisfied users with the cellular operator are likely to
spread positive loyalty (Chuah, Marimuthu, Kandampully, & Bilgihan 2017). This work research the
determinants of customer satisfaction and loyalty of cellular operators in Indonesia. The research has the
following contributions. First, investigate customers’ perceptions of cellular operators in Indonesia based
on user experience. Second, investigate the relationship among user experience, satisfaction, and loyalty.
Thus, the research fills the gap in understanding this application, which is undergoing a process of rapid
development. Finally, developing and validating a more comprehensive customer satisfaction and loyalty
model in Indonesia cellular operators’ context than previous studies (Chang & Chen, 2008; Deng et al.,
2010). It sheds some light on the relationships among user experience, customer satisfaction, and customer
loyalty. The highest value of perceived service quality indicated customers agree that their cellular operator
is delivered service excellent, innovative, reliable, and responsive. The second value is functionality that
portrayed customers decide the function of their cellular operators is reliable, fulfil their needs well, good
network quality, high performance, and stable quality. The third value is trustworthiness means that based
on user experience, they believe that their cellular operator is honest, caring, trustworthy, secure, and the
most important thing is value them as customers. The forth is monetary that described customers decide the
price of using their operator is reasonable, economic, worth to be paid, and cheap. Meanwhile social is not
found mediated by satisfaction nor affected loyalty, which means that their cellular operator did not make
them feel acceptable in their group, no sense belonging of other customers, and not enhance their social
status. As with any research, care should be taken when generalizing the results of this research. Firstly, the
survey was conducted using self-administered online survey and employed a non-probability quota
sampling. The online survey method was appropriate for collecting data from participants with cellular
operator experience and who were free of geographical constraints. Secondly, this research considers there
https://doi.org/10.15405/epsbs.2019.08.36
Corresponding Author: Zurina Mohaidin
Selection and peer-review under responsibility of the Organizing Committee of the conference
eISSN: 2357-1330
370
are no age border, gender border, and geographic border among the respondents in the three regions in
Indonesia, including Western part of Indonesia, Central part of Indonesia, and Eastern part of Indonesia.
Thirdly, this research measured factors that contributing loyalty based on five dimensions of user
experience, satisfaction and moderating role of corporate image. Finally, future research should attempt to
further examine the role of user experience in loyalty model. However, other variables, such as switching
cost, switching intention, and switching behavior should be considered in future research dealing with this
topic.
Acknowledgments
The authors wish to express gratitude towards School of Economics and Business, Telkom University
and Graduate School of Business, Universiti Sains Malaysia, who greatly support this research.
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