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The Roles of Switching Barriers and Corporate Image between user Experience and Loyalty in Indonesia Mobile Network Operators
Abstract
Recently, the competition among mobile network operators in Indonesia is getting tight that was shown by the price war and the saturated condition. Mobile network operator is the fastest growing companies in telecommunication sector that causes user has a wide range of selection. Previous authors believed that users will tend to be loyalty when they faced too many barriers to switch to other operator. Besides that, users also make a consideration regarding to the corporate image of their operator. This study has an intention to examine the effect of switching barriers and corporate image on the relationship between user experience and loyalty. Out of 400 respondents were obtained by quota sampling technique with 66 questionnaire items in Indonesia showed that switching barriers mediate the relationship between user experience and loyalty with the greatest value came from the relationship among perceived service quality, switching barriers, and loyalty. It implies that users will be loyal when they met too many barriers to become a switcher, at the time they perceived service quality in excellent condition. At the same time, corporate image strengthen the relationship between monetary and switching barriers, meaning that the relationship between monetary and switching barrier became stronger when users’ perceived corporate image was high.
... Saat berpindah dari satu penyedia ke penyedia lainnya, pelanggan mungkin harus mempelajari sistem baru dimana untuk beberapa orang mungkin merasa mempelajari sesuatu yang tidak mereka kenal itu rumit. Dalam kondisi ini menjadikan semakin sulit untuk belajar menggunakan smartphone baru, semakin tinggi biaya switching yang dirasakan oleh pelanggan (Rachmawati & Mohaidin, 2019). Kekhawatiran yang timbul dari biaya tambahan yang disebabkan oleh pemasok beralih telah mendorong pelanggan untuk mempertahankan hubungan mereka dengan pemasok saat ini (Nguyen et al., 2020). ...
... Kekhawatiran yang timbul dari biaya tambahan yang disebabkan oleh pemasok beralih telah mendorong pelanggan untuk mempertahankan hubungan mereka dengan pemasok saat ini (Nguyen et al., 2020). Switching cost merupakan faktor yang secara langsung mempengaruhi sensivitas konsumen pada tingkat harga dan sehingga mempengaruhi loyalitas konsumen (Rachmawati & Mohaidin, 2019). Switching cost memainkan peran yang penting dengan membuatnya berharga tinggi untuk pindah ke provider lain (Hadi et al., 2019;Harazneh et al., 2020;Marcellinus;& Ruslim, 2019;Nguyen et al., 2020;Rachmawati & Mohaidin, 2019), sehingga switching cost meningkat, maka loyalitas pelanggan akan meningkat pula. ...
... Switching cost merupakan faktor yang secara langsung mempengaruhi sensivitas konsumen pada tingkat harga dan sehingga mempengaruhi loyalitas konsumen (Rachmawati & Mohaidin, 2019). Switching cost memainkan peran yang penting dengan membuatnya berharga tinggi untuk pindah ke provider lain (Hadi et al., 2019;Harazneh et al., 2020;Marcellinus;& Ruslim, 2019;Nguyen et al., 2020;Rachmawati & Mohaidin, 2019), sehingga switching cost meningkat, maka loyalitas pelanggan akan meningkat pula. ...
This research analyses internet customer loyalty with cellular phone access media on internet customers in Bandung. This study used customer satisfaction, service quality, and switching costs to measure internet customer loyalty. The number of samples in this research is as many as 200 respondents, and the sampling technique used is judgment sampling. The results of this study are customer satisfaction variables and switching cost variables that significantly affect the loyalty variable. While the service quality variable significantly affects customer satisfaction but does not significantly affect customer loyalty. Keywords: customer satisfaction, service quality, switching cost, internet provider, mobile cellular
... The user experience is critical in service businesses as it constitutes not only a means by which to create satisfaction, it can also become a source of competitive advantage and affect a customer's barriers to switching, which consequently has the effect of increasing c u s t o m e r l o y a l t y ( F i t z s i m m o n s & Fitzsimmons, 2011). The occurrence of users dissatisfaction because they felt a discrepancy between the performance and importance of the product or service, thus encouraging them to respond through attitudes, both positive and negative attitudes towards the operators (Rachmawati & Mohaidin, 2019). ...
... The limitation in this study was this study only focuses on Indonesia cellular operators in the recent time, no comparative study was made between cellular operators because the objective of this study was to expand a conceptual model. Fur ther study can invertigate the relationship among the nine variables with the moderation effect of corporate image in using cellular operators (Rachmawati & Mohaidin, 2019). ...
... Based on these phenomena, it is important for cellular operators to investigate the loyalty level beginning with those users who have a good experience, which can lead to satisfaction and loyalty, also noting that loyalty is influenced by high switching barriers and good corporate image (Kotler & Keller, 2016;Rachmawati & Mohaidin, 2019). ...
The cellular operators business in Indonesia has significantly increased during pandemic of COVID-19 since the issuance of the government regulation regarding work from home and study from home. The increasing number of subscribers is getting higher along with the increasing high churn rate. The intention of the study was to determine the potential predictors of customer's loyalty to cellular operators. The findings show, First, user experience directly influences loyalty. Second, corporate image is revealed to strengthen the effect of user experience on switching barriers and subsequent impact on loyalty, which indicates that a good corporate image can increase customer loyalty. Third, satisfaction and switching barriers mediate the relationship between user experience and loyalty. This implies that if users perceive a good experience with their operators, they will satisfied and loyal to the current operator. In line with this situation, if there are too many barriers to switch to other operators and they believe getting value for money, they will remain loyal. The conceptual research framework proposed can be differentiated between users who perceived corporate image is high and those who perceived corporate image is low; they can be differentiated between pre-paid and post-paid cellular users. The contribution of this study lies in the fact that the path between the five dimensions of user experience to loyalty of cellular operator, the combination with the mediator of satisfaction and switching barrier to loyalty, the moderating role of corporate image which affects the direction and strengthen the relationship between user experience and switching barriers. Keywords: Cellular operators, corporate image, COVID-19, loyalty, user experience
Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh antara kualitas layanan terhadap loyalitas pelanggan pada pelanggan kartu Telkomsel. Sampel dalam penelitian ini adalah mahasiswa Universitas Kristen Maranatha dengan jumlah 378 dari jumlah keseluruhan 5.781 mahasiswa. Teknik pengambilan sampel yang digunakan adalah metode stratified random sampling dengan menyebarkan kuesioner, dengan teknik analisis menggunakan model partial least square. Variabel bebas dari penelitian ini adalah kualitas jaringan (X1), layanan pelanggan (X2), kualitas informasi (X3), keamanan dan privasi (X4), serta variabel terikat adalah loyalitas sikap (Y1) dan loyalitas perilaku (Y2). Hasil penelitian ini menunjukkan bahwa kualitas layanan berpengaruh positif pada loyalitas sikap, sedangkan kualitas informasi dan keamanan dan privasi berpengaruh positif pada loyalitas sikap dan loyalitas perilaku.
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